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<ul><li>A recent report by <keyword id="3359665" type="General" weightage="20" keywordseo="redseer" source="Orion">RedSeer</keyword> has estimated that there are 240 million short-video users in India, a number that is predicted to grow even further to at least 575 million by 2025.</li><li>The last few years have democratised content creation and given rise to short-video influencers.</li><li>In an exclusive column, <keyword id="6887389" type="General" weightage="20" keywordseo="apaksh-gupta" source="Orion">Apaksh Gupta</keyword>, CEO &amp; Co-founder, One Impression tells us a few factors that have led to the immense growth of these short-video platforms and what the future holds.</li></ul>The world of social media and digital marketing is constantly evolving and finding new horizons to accommodate and monetise the massive growth in the <keyword id="10896897" type="General" weightage="20" keywordseo="creator-economy" source="Orion">creator economy</keyword>. The data revolution in India brought along with it a new space for people to consume, create and monetise content. With a population of over a billion,<a href="https://www.statista.com/statistics/262966/number-of-internet-users-in-selected-countries/"> India has the second-largest number of internet users in the world at 526mn</a>. With such strong figures, India has become the go-to-market for various social media apps. While Facebook and its owned platforms hold a major share of the pie, it is the new homegrown short-form video apps that are increasingly becoming popular with smartphone users. The phenomenal success that these apps have gathered in the country, forced other long term giant players to accommodate these changes within their apps. <a href="https://musically.com/2021/10/25/india-240m-users-short-video/">According to a recent report by RedSeer</a>, it is estimated that there are 240 million short-video users in India. This is around 40% of smartphone owners and it is predicted to grow even further to at least 575 million by 2025. While the short-form video app concept was introduced by Tiktok, it is the homegrown apps that are leading the way. <keyword id="6393600" type="General" weightage="20" keywordseo="Josh" source="Orion">Josh</keyword>, Moj, Takatak have now become household names in India. So what has fuelled this growth? It is often said that short-form video platforms are the most democratic way of creating content. This is because they have brought the content creator, residing within most of us, out in the open. Without having to spend on expensive setups and spending too much time, people started trying out these apps as an outlet to unleash their creative side to the world. Creators like <keyword id="9809441" type="General" weightage="20" keywordseo="yashraj-mukhate" source="Orion">Yashraj Mukhate</keyword>, <keyword id="12784332" type="General" weightage="20" keywordseo="saurabh-gadhge" source="Orion">Saurabh Gadhge</keyword>, Awez Darbar, <keyword id="8944292" type="General" weightage="20" keywordseo="saloni-gaur" source="Orion">Saloni Gaur</keyword> started off their influencer journeys with short-form videos and are now popular names associated with India’s creator economy. The audiences also accepted fun snackable content that psychologically did not use much of their time in their busy lives. While one can’t deny that the pandemic has accelerated video content consumption globally, it also locked people inside their houses. Before the pandemic, the Indian creator economy was majorly centred around YoutTube. However, creators quickly started to move to these short-form video apps, purely because they saved time, were easy to make, and had high engagement rates. The ease of usage is also another factor that has led to more and more people joining these platforms. Earlier, to make a quality content video for YouTube, creators used to either learn to edit or hire editors and cameramen for it. However, this was not the case with short-form videos, they offered a simple interface with all the editing options required and allowed the creator to make multiple videos in a day. Though all these reasons contributed to this growth, one of the most important aspects of the success of short-form videos is the realisation by brands and marketers of the potential these platforms had. A majority of the short-form video app users don’t come from the Tier-1 cities, which have always been easier for brands to penetrate, compared to Tier-2 &amp; 3 cities. Short-form video content has more acceptance in Tier-2 &amp; 3 cities and this gives brands a chance to make their way into the regional markets. With social media marketing through these apps, creators found a way to monetize their content, and brands got different ways to directly reach their potential customers. This realisation by brands brought in the big bucks and appreciation for these content creators for whom making content was not a full-time job. <a href="https://www.digitalinformationworld.com/2021/10/googles-desktop-search-result-pages.html">The impact that these short-form video platforms have created on the whole social media industry is so huge that even bigger players like YouTube and Google have built their own versions.</a> With such a huge impact in the digital space, one can easily say that short-form video platforms are the future of the creator economy and will pave the way for newer ways for brands to reach their target audience.

Short-form videos, long reach: The new creator economy playground

<ul><li>The ad film captures the iconic songs and dialogues from television’s famous shows and moments to take audiences on a nostalgic trip.</li><li>Tata Sky’s campaign with Yashraj Mukhate has garnered over 2.6 Million Video views</li></ul>Nothing stirs our emotions quite like television, taking us on a joyride of storytelling that dishes us happiness, heartbreak and stomach cramping laughter all with the flick of the remote. Celebrating <keyword id="5997348" type="UNKNOWN" weightage="20" keywordseo="world-television-day">World Television Day</keyword>, Tata Sky, launched the campaign #YahaSabDekha conceptualized by Chimp&amp;z Inc. The campaign features an original mashup track from the internet and social media sensation Yashraj Mukhate. The campaign film uses a mix of illustrations and real imagery, capturing memorable moments and the most-beloved characters and scenes from different genres of entertainment. Presented in Yashraj’s signature style, the imagery was woven together with original lyrics, delivering a distinctive composition that promises to strike a chord with viewers and netizens. The campaign was released across Tata Sky’s social media handles on 21st November, World Television Day and was simultaneously shared by Yashraj on his social channels. Owing to its trendy format with a touch of nostalgia, the mashup track garnered favor among millennials, resulting in over 2.6 Million Video views and is still gaining momentum. <div type="Youtube" id="Cl9gA58E11I" title="Tata Sky | World Television Day feat. Yashraj Mukhate #YahaSabDekha" thumbUrl="https://i.ytimg.com/vi/Cl9gA58E11I/mqdefault.jpg"></div> Commenting on the campaign Anurag Kumar, Chief Communications Officer, Tata Sky said, “Television is the primary platform of content consumption in India and has been a source of joy and entertainment for the nation. This World Television Day, we celebrate the anniversary of TV- our constant companion through decades and pay tribute to the evergreen days of entertainment which every generation can relate to. For the campaign #YahaSabDekha, we have partnered with Yashraj Mukhate to deliver our thoughts in the most trendy and distinctive style that syncs well with our social media savvy audience.” Angad Singh Manchanda, CEO &amp; Co-founder of Chimp&amp;z Inc said, “The idea of collaborating with Yashraj Mukhate was in the pipeline for some time and <keyword id="7050855" type="COMPANY" weightage="20" keywordseo="World-TV-day">World TV Day</keyword> came as the right opportunity. #YahaSabDekha serves as a reminder to all of us that even amidst the plethora of options available for entertainment, the golden days of television remain unfazed and fresh in our memories. The song rendition is a testament to our childhood.”

Tata Sky celebrates World Television Day with Yashraj Mukhate

<ul><li><keyword id="9809441" type="UNKNOWN" weightage="20" keywordseo="Yashraj-Mukhate">Yashraj Mukhate</keyword>'s Rashi-Rasoda rap took the country by storm last week.</li><li>Leveraging this unexpected love that the show and its character received, <keyword id="27668" type="COMPANY" weightage="20" keywordseo="Star-Plus">Star Plus</keyword> used the song to announce the second season of the show which led to the rap, <keyword id="620665" type="ENTERTAINMENT" weightage="20" keywordseo="Saath-Nibhaana-Saathiya">Saath Nibhaana Saathiya</keyword>.</li></ul> By now, we are pretty sure you must have heard the Rashi song (and if you are anything like us, you might have heard it a few hundred times). To say that the song created by music producer Yashraj Mukhate is popular, is an understatement. <div type="Youtube" id="SjhBeIz1tDI" title="Kokila Ben | First World Problems | Dialogue with Beats | Yashraj Mukhate | Gopi Bahu | Raashi" thumbUrl="https://i.ytimg.com/vi/SjhBeIz1tDI/mqdefault.jpg"></div> Soon after Mukhate posted the song, a rap based on an overtly dramatic scene from a Hindi serial, Saath Nibhaana Saathiya, the video took social media by storm. What followed was a hilarious meme fest and the song becoming a part of everyday conversations. Keeping in mind the kind of fanbase the song now has, Star Plus did something very smart. To announce the launch of the second season of the serial, which by now has captured the fancy of the entire nation, Star Plus used a reference to cooker and the rasoda. We think it was a masterstroke from Star Plus to announce the next season of the show when the entire nation is almost obsessed with it. <div type="Youtube" id="8-GwnJSOlOM" title="Saath Nibhaana Saathiya 2 | Coming Soon" thumbUrl="https://i.ytimg.com/vi/8-GwnJSOlOM/mqdefault.jpg"></div> What the next season has in store, is for us to wait and watch. However, Star Plus has done well to capitalize on the fandom and release its announcement campaign around it. Here's an example of <keyword id="3068491" type="PERSON" weightage="20" keywordseo="social-listening">social listening</keyword> done right!

How Star Plus leveraged the crazy fandom of the Rashi-Rasoda song, and used it to announce the launch of Season 2 of Saath Nibhaana Saathiya

<ul><li>It has been two weeks since Rashi Rap took over the internet by storm.</li><li>What followed the rap was a hilarious meme fest and the song becoming a part of everyday conversation.</li><li>And now, to leverage the rising popularity, a brand has approached Kokila Ben for an advertisement. </li></ul>After a snippet from Star Plus’ Saath Nibhana Saathiya serial converted to a catchy song took the internet by storm, <keyword id="6357120" type="DEFINITION" weightage="20" keywordseo="paytm">Paytm</keyword> has roped in the protagonist, Kokilaben, to use her fandom and spread awareness about phishing scams. The serial’s popularity soared after music producer Yashraj Mukhate created a song around a scene from the show. It was followed by a hilarious meme fest and the song became a part of everyday conversations. Brands like Dunzo, Netflix, Tinder, Nearbuy were also quick to jump on the brandwagon. According to Star Plus, 36 million viewers watched Saath Nibhana Saathiya in that week. Despite its rerun after a decade, it became the 7th most-watched show in the category. So, Paytm decided to jump onto the ‘Kaun Tha’ trend by giving it a new twist. Its advertisement aims to inform consumers about imposters. Kokilaben gets a call from someone claiming to be a Paytm executive, calling to inform Kokilaben that her Paytm wallet has expired and to complete the KYC procedure, she would have to download another app. Before buying into the caller’s made-up scheme, Kokilaben asks herself, “Is it an executive or imposter?” She soon smells that there is something fishy and says, “Phone par jalsa tha.” (there was a fraudster on the phone). She urges consumers to beware of fraud calls, SMS on KYC Account Block or Contests. She also clarifies that Paytm can never be done by any other app. <div type="twitter" handle="Paytm" handlename="Paytm" image="http://pbs.twimg.com/profile_images/1300834212912803840/-V1Rz461_normal.jpg" favoritecount="5409" retweetcount="731" status="Agent tha? Executive tha? KAUN THA?! 🤔 https://t.co/mqqDExsPdJ" createdat="1600015036000" id="1305183777942056961"></div> Does this mean we will see more of Kokilaben in ads now? Only time will tell. But here is an example of leveraging a popular meme fest and using Moment Marketing right.

Paytm ropes in Kokilaben to leverage on ‘Rasode Mein Kaun Tha’ trend, to spread an important message

<ul><li>It’s Instagram’s birthday today. </li><li>The platform has launched a few new features to celebrate its 10th anniversary.</li></ul>Instagram completes 10 years today and on this occasion announces a host of new features. This includes a <keyword id="10058286" type="UNKNOWN" weightage="20" keywordseo="stories-map">Stories Map</keyword> and two well-being updates - hiding potentially offensive comments and expanding nudge warnings. From the beginning in 2010, Instagram has been synonymous with culture. Who can forget Indian public figures taking the #ALSIceBucketChallenge, Instawalks and Instameets organized by different States and groups, Sabyasachi Mukherjee showcasing his collections first on Instagram, Neena Gupta asking for work, Priya Prakash Varrier’s wink, MS Dhoni announcing his retirement, to the embrace of traditions like sarees, yoga, urdu poetry and vintage jewelry, and starting new ones like the fidget spinner, ASMR videos and memes; who can now forget Yashraj Mukhate’s ‘Rasode Main Kaun tha’ meme! Along the way, there have also been people rallying for support and connection, for important conversations such as #MeToo, #ShareWithPride, #ChallengeAccepted, the red dot challenge, #KindComments, #366daysofkindness and #CounterSpeechYlac. <keyword id="3453455" type="PERSON" weightage="20" keywordseo="Adam-Mosseri">Adam Mosseri</keyword>, Head of Instagram, in a <a href="https://about.instagram.com/blog/announcements/instagrams-birthday-pushing-culture-forward">company blog</a>, shares his thoughts on Instagram’s birthday, “We’re dropping some new features that we hope you’ll enjoy, but we also want to say a big thank-you to everyone who uses Instagram around the world. I’m proud of where we are today, but I’m thinking a lot about where we’re going.” He added, “Right now, we’re witnessing enormous shifts in how people create and enjoy culture. To keep pace with what’s next, we have to adapt, too. Over the coming months, you’ll see some major changes from us, like tabs for Reels and shopping, and some big improvements to messaging. We’ll look to accelerate ways for creators to make a living and for small businesses to sell their products. Through all these changes, our community will remain the heart of Instagram, and we’ll stay focused on keeping people safe and building new features that fight bullying, improve equity, address fairness, and help people feel supported.” The new features launching today include: <ul><li>Stories Map: A private map and calendar of the stories you’ve shared in the last three years, so you can look back and remember all your favorite moments. You’ll be able to share, download, and save these stories to your highlights. </li><li>Hiding Potentially Offensive Comments: We’ve started testing a new feature that automatically hides comments similar to others that have been reported. You can tap “View Hidden Comments” to see the comments. Comments that violate our <a href="https://help.instagram.com/477434105621119">Community Guidelines</a> will continue to be removed.</li><li>Expanding Nudge Warnings: We’re expanding our <a href="https://about.instagram.com/blog/announcements/instagrams-commitment-to-lead-fight-against-online-bullying">nudge warnings</a> to include an additional warning when people repeatedly attempt to post comments that might be offensive. These new warnings let people take a moment to step back and reflect on their words and lay out the potential consequences should they proceed.</li></ul>To join in the celebrations along with the 1 billion strong community of people who use Instagram today, follow and use #IGturns10.

Here is how Instagram is celebrating its 10th birthday

<ul><li>In recent times, many brands have started recognising how humour sells and joining the bandwagon of <keyword id="8716263" type="UNKNOWN" weightage="20" keywordseo="meme-marketing">meme marketing</keyword> to reach out to Millennials and Gen Z. </li><li>We reached out to <keyword id="10320934" type="UNKNOWN" weightage="20" keywordseo="kyle-fernandes">Kyle Fernandes</keyword> CEO &amp; Co- Founder, <keyword id="10320850" type="UNKNOWN" weightage="20" keywordseo="meme-chat">Meme Chat</keyword>, a platform that owns 250 meme pages and has the potential to make a meme go viral. </li><li>Fernandes told us about the platform's plan to target Boomers, what sells in the meme market and how meme marketing benefits your brand.</li></ul>The pandemic this year has made consumers frugal and anxious. Many of them continue to work from home and battle with the anxiety of living in uncertain times. Mounting uncertainty, unending work pressure and the physical stress of sitting in one position for hours, have led to changes in our lifestyle and sleep patterns, which has added to the stress. As a result, consumers have started watching more sit-coms and spending more time with their families to keep them distracted from gloomy reality. They are also looking for comic relief on social media. In August, Yashraj Mukhate’s Rasoda rap had taken the internet by storm and instantly resulted into a meme fest. Many brands have started recognising how humour sells and are joining the bandwagon of meme marketing to reach out to Millennials and Gen Z. Meme Chat, an User Generated Content and networking app, has also seen its sales increase after COVID. Founded in 2019, the app currently has a user base of 700K+ with a monthly active user base of 130K+ and is aiming to hit million users in the coming time. Some recent and <keyword id="10320933" type="UNKNOWN" weightage="20" keywordseo="popular-viral-meme-trends">popular viral meme trends</keyword> like Biggini Shoot, Rasode mein kaun tha, Kamlesh, Deepak Kalal, JCB and Mature Guy, and the Lagan Pal (Paragliding Guy) trends were started by Meme Chat. Recently, it also partnered with OTT platforms like Hotstar, ALT Balaji, MX Player, Zee5, Amazon Prime, OnePlus, GetMega, Dream11, among others. One of the brains behind this app, Kyle Fernandes, started his entrepreneurial journey when he was only 15-year-old and got suspended from his school one day. He started a meme page called ‘Sh*t Indians Say’(SIS) with Taaran Chanana, which was later renamed and expanded into the social media platform we know today as Meme Chat. The founders, both 22, started growing their network by launching more meme pages such as Baba Chu, Terribly Dank Tales, Sarcasm hub. Today, they own 250 meme pages and if all added together, provide a reach of 300 million. “After our distribution channel became very strong and we had enough users who loved creating memes, we realised that brands are interested in paying for that content. Not that much, but they were paying. That’s when we realised that there’s a gap in the market for this kind of app. And that’s how Meme Chat came into being, where we value content creators by incentivizing them with monetary benefits and they make memes for brands. So it is actually a user recommendation,” shares Fernandes. “Almost every meme you see on the internet”, said Fernandes, is amplified through us. If you can think of a meme trend, it is probably because we have made it.” On International Men’s Day, 700,000 people posted memes on Twitter, indicating how demand for memes is growing in our country. Understanding the art of meme making Everyday, a team of 15 content moderators on Meme Chat goes through 30,000 memes and only around 4,000 of them make it to the main category. Memer is also becoming a serious and more recognised job role. Last year, Instagram had posted a job position for a memer. Instagram's Head of News and Publishing Partnerships, Lila King, said any contender for the job will have to be ‘a unicorn’ who is ‘equally fluent in the language of memes and the business of digital publishing.’ So, while hiring a memer, what should a brand look for? Fernandes answers, “If they can take your brand and really resonate with the millennial generation, that would be a perfect fit. For a millennial to share their content piece, they should be able to resonate themselves with the product offering. They should be in-sync with the trends that develop. You need to have that kind of spunk and absurdity.” Meme Chat is also trying to figure out how to cater to Boomers, who have a higher spending capacity than Millennials and WhatsApp forwards are their favourites. Elaborating on this challenging task Meme Chat has taken upon, Fernandes said, “Educating them about meme trends is a big task at hand. We have to do it in a way that is so well segregated because the current Gen Z and Millennial audience is going to leave if it is not. So, for this, we have to go into the normie direction. Basically, they watch news and read the news regularly. We have to give them content based on what they know and what they talk about.” Can you make a meme go viral? Many marketers have come to Meme Chat with one demand, “Kuch viral bana do” and Fernandes has happily agreed to deliver on this abrupt brief. Explaining the modus operandi behind it, he said, “Memes make things super viral and can take things way out of proportion. If a user goes through his/her social media feed, they see a weird trend someone has posted that they have no knowledge of. They choose to ignore it the first time, they scroll and see a few more people have shared it. You have the user hooked here, they are inquisitive to understand what is happening. What any Gen Z or Millennial will do next is share it even though they have no idea what it is about because they want to look ‘cool.’ That’s the thing -- people wanna look cool on social media! Nobody really knows the reason why it is trending, they just wanna jump on the bandwagon. The reason we are able to do this is because we control major meme pages in our country.” However, he does have one complaint about marketer who comes with an abrupt brief. “You should just leave us with our own devices -- you should not put too many restrictions over us if you want to make a piece of content go viral because we know what works. They think it is wacky so it won’t work but we have been in this entire ecosystem for a while now, so we know it will work. Brands have too many guidelines right now. Users are going to be brutally honest about their brand while making a meme, putting their heart into it -- expressing how they feel. That’s something a marketer should realise,” said Fernandes. Vision for the app After a recent successful fundraising round, Meme Chat is aiming to explore newer target groups, polish its video meme content quality and make its app more accessible for creators. “We are adding a lot more tools like AI and Machine Learning to make the process of making a meme easier. It should be with a click of a few buttons that memes get created, that is what we are aiming for. To empower a creator and get more creators to join your platform, you have to make the creating process very easy -- that’s what TikTok has done very well. To know how can meme marketing benefit your brand and if marketers consider it as a serious monetisation avenue, watch the video below: <div type="Video" msid="79373600" hostid="261" title="How can marketers benefit from meme marketing" dataSource="BUSINESSINSIDER" thumbUrl="https://denmark.timesinternet.in/cmslite/api/app/images.jpg?msid=79373600"></div>

You Searched For "Yashraj Mukhate" and got 6 results

Short-form videos, long reach: The new creator economy playground

Guest Author

Tata Sky celebrates World Television Day with Yashraj Mukhate

BI India Partner

How Star Plus leveraged the crazy fandom of the Rashi-Rasoda song, and used it to announce the launch of Season 2 of Saath Nibhaana Saathiya

Samarpita Banerjee

Paytm ropes in Kokilaben to leverage on ‘Rasode Mein Kaun Tha’ trend, to spread an important message

Karuna Sharma

Here is how Instagram is celebrating its 10th birthday

BI India Partner

Can a brand make its meme viral? Here’s what Meme Chat’s Founder has to say

Karuna Sharma

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