<ul><li>The recent ban on TikTok has given Indian short video platforms a huge boost.</li><li><keyword id="2368386" type="COMPANY" weightage="20" keywordseo="Roposo">Roposo</keyword>, currently at 75 million downloads, expects to touch 100 million in the next few days, and is setting a plan to enter international markets soon, <keyword id="1478883" type="COMPANY" weightage="20" keywordseo="Mayank-Bhangadia">Mayank Bhangadia</keyword>, Co-founder-Roposo and VP – <keyword id="184851" type="ORGANIZATION" weightage="20" keywordseo="glance">Glance</keyword> tells us.</li></ul> It’s been about 10 days since the government of India banned 59 <keyword id="6022999" type="UNKNOWN" weightage="20" keywordseo="chinese-apps">Chinese apps</keyword> including short video platform TikTok citing security concerns. And since then, a lot of Indian players have been seeing a meteoric rise. TikTok which enjoyed immense popularity in the country had a dedicated audience as well as creator base. With the ban, people are now looking for alternatives and that’s where apps like Roposo, Chingari and Mitron come in. A lot of these apps have seen millions of downloads in the past week and are working tirelessly to strengthen their offering, to make their platforms more attractive to users who at this moment are open to experimentation. Founded by three IIT Delhi alumni, Mayank Bhangadia, Avinash Saxena and Kaushal Shubhank, Roposo was acquired by Glance in November last year. Currently the platform stands at 75 million downloads on Play Store and is still counting. Some of the other figures are impressive too, and growing everyday. Close to 4 million users are creating around 12 million videos on the platform every day. Moreover, there are close to 2 billion video views on Roposo per day. We recently caught up with Mayank Bhangadia, Co-founder-Roposo and VP – Glance to understand how things have changed for the platform in the last one week. Excerpts: Q) The Tiktok ban has been a blessing for Indian platforms like Roposo. What kind of growth have you seen in the past few weeks? Roposo has more than 75 million downloads on the Play Store. We have been the number 1 app in the Google Play Store across all categories for the longest period since the ban came into effect. However, Roposo had been growing strongly even before the ban took place. In fact, we were number #1 in the social app category on the Google Play Store for quite some time. And as you can see from the chart below, we were trending across categories from around mid-June. The ban has further boosted the momentum and made us the #1 app on the Play Store. <div type="image" title="Roposo chart" msid="76886481" hostid="261"></div> Q) TikTok had a dedicated audience set, both who used to create and consume content there. How are you wooing both creators as well as audiences onto your platform? The creator community is at the heart of a social video sharing app. Great content provides audiences to keep coming back to the platform, which in turn motivates creators to create even more engaging content. At the same time, consumer views need to be converted into real rewards for creators. Roposo has invested in building powerful camera capabilities and video-editing tools over the past few years. Roposo is also the only platform that has a Coin program that rewards creators on the platform. With this approach, we have been able to create a very strong virtuous cycle that is helping both creators and audiences to create and enjoy video content on the platform. Q) What is your revenue model right now? What is your model for monetizing content on your platform now? Our revenue model is brand integrations and media monetization. We are seeing great interest from brands who want to connect with consumers on Roposo. Some of the largest digital agencies in the country are in discussions with us to execute these campaigns. We monetize content on Roposo through brand integrations. Roposo is also the only platform that rewards creators on the platform transparently. In fact, one of our creators earned Rs 1.37 lakh rupees in the month of June through her content. With this approach, we have been able to create a robust virtuous cycle that is helping both creators and audiences to create and enjoy video content on the platform. <a name="_GoBack"></a>Q) There are quite a few other homegrown platforms too that are doing well as a direct result of TikTok's ban. How are you trying to differentiate yourself? Roposo is the largest <keyword id="3758" type="ENTERTAINMENT" weightage="20" keywordseo="Made-in-India">Made in India</keyword> social video app in the country with more than 75 million downloads. This itself is a big differentiator as it is very complex to deliver a data-intensive service at this scale. Most platforms have what we call uni-stream or a single feed of content. While there could be a recommendation engine behind the feed, it is still a single feed of content that could create an echo-chamber. By contrast, Roposo has three kinds of feed – a personalized feed based on recommendation, a feed based on creators that a user follows, and finally a channel-based feed. Channels on Roposo are theme-based contents just like on TV. Some of these channels on Roposo include Haha TV, Filmistaan, Sports TV, Bhakti and Daily Wishes. This channel-based feed is unique to Roposo and lets users tune into specific channels and content that they love. It is not easy to offer such a wide variety of content without a vibrant creator community. At Roposo, creators are key to our success. As a platform that has been around for more than five years, we have invested heavily in building powerful camera capabilities and video-editing tools over the past few years. This is also one of the most complex features to develop. Most of the homegrown apps do not have any content creation features. It is surprising how platforms without content creation capability are able to offer content on their platform. Roposo is about responsible entertainment. Content on Roposo goes through multiple rounds - both AI-based and human-based – curation process to ensure that the content on the platform is clean in line with the culture and ethos of the country. Q) Do you anticipate this surge in numbers will continue over the next few days/weeks? In case the ban is lifted in the future, how do you ensure that these creators and the audience stays back on your platform? Roposo was growing massively even before the ban came into existence. Even prior to the ban, we were getting installs of 700K per day and were the number 1 social app in the Play Store. We expect the momentum and growth to continue even if the ban were reversed. The quality of content on Roposo, coupled with a strong content creator community that is embracing the platform in large numbers, and strong monetization,will ensure that the audience will stay back on the platform. Q) What is your vision for Roposo? Where do you want to see it in the next year? What do you want the platform to stand for? We are building Roposo for the world, not just India. Roposo, with more than 75 million downloads, is already the largest Made in India social video app in the country. We are confident that we will cross the 100 million download mark in the coming days. We plan to take Roposo to markets outside India in the coming months. It's time for India to control its own digital playbook and live the 'Aatma Nirbhar' moment. Our vision for Roposo is to be India's largest social platform that provides responsible entertainment.

Confident of crossing 100M downloads soon, we plan to launch internationally in coming months: Mayank Bhangadia, Roposo

<ul><li>With Reels, users can post 15 second videos along with audio, effects and new creative tools. </li><li>A third of posts on Instagram in India are videos and short-form videos are 45%, which pushed the launch for Reels.</li><li>India is the fourth country to start testing Reels after Brazil, France and Germany. </li></ul><keyword id="6354576" type="UNKNOWN" weightage="20" keywordseo="facebook">Facebook</keyword> has finally officially announced the launch of <keyword id="8322765" type="UNKNOWN" weightage="20" keywordseo="instagram-reels">Instagram Reels</keyword> in India – the social media giant’s alternative for TikTok. In a conference call with reporters in India today, Facebook said that Instagram Reels continues to be under testing in India and will soon be rolled out to all users. Business Insider India had earlier <a href="https://www.businessinsider.in/tech/news/instagram-reels-is-being-quietly-tested-in-india-just-days-after-the-tiktok-ban/articleshow/76768337.cms">reported</a> about Instagram Reels being quietly tested in India. With Reels, users can post 15 second videos along with audio, effects and new creative tools. Once they have created a video, users can choose to either share it with their followers only, but the default setting would be to share it on the public ‘Explore’ section. During the call, Ajit Mohan, VP, Facebook India said that this was a feedback received from users who have been testing Reels – that they would want their videos to reach out to an audience beyond their own followers. So, the ‘Explore’ section works much like TikTok’s ‘For You’ section, where users can scroll through the videos. <keyword id="7319188" type="UNKNOWN" weightage="20" keywordseo="TikTok-ban">TikTok ban</keyword> and its impact on the launch of Reels India is the fourth country to start testing Reels after Brazil, France and Germany. And the product which is eerily similar to TikTok, has begun testing here just days after the ban on Chinese apps in India, including TikTok. Mohan said that a third of posts on Instagram in India are videos and short-form videos are 45%, which pushed the launch for Reels. However, he said that the launch of Reels had nothing to do with the recent ban of TikTok in India. “This has been in the making for a while. We have seen interest in short form videos for a while now. Fairly intense growth of Instagram in India over the last few years including the last few months in the context of the virus. We are also cognizant of the fact that this is a country with a very vibrant diverse cultural context with a very young population who is looking for new creative tools and formats to express themselves. Facebook has been particularly focussing in India,” he said during the call. The ban on TikTok had also seen many other apps like Chingari, Roposo, Mitron, Bolo Indya, Trell see thousands of users flock to their platform. But Facebook isn’t worried about competition. “We expect the competitive intensity will remain in India. The tech space in India has been characterized by competition – this will continue especially in a thriving enterprising country like India and we welcome that. Our focus will continue to be what we have been doing at Instagram and shape the future of entertainment. This is the beginning of the foundation where we really have the opportunity to light up an entirely new generation of creators in India,” said Mohan. However, TikTok in India had also seen a lot of backlash for communally sensitive content, questioning the safety of content on the platform. “One of the investment areas for Facebook as a company is in safety and integrity. We have invested billions of dollars over the years to ensure these systems are state of the art. The advantage is that all these existing systems will be used by Reels from day one. This is an ever evolving space, tech content in videos is improving with machine learning and artificial intelligence,” said Vishal Shah, Vice President of product, Facebook. SEE ALSO: <a href="https://www.businessinsider.in/tech/news/tiktok-app-pro-scam-what-is-it-and-how-to-protect-yourself-from-it/articleshow/76849148.cms">TikTok Pro scam – What is it and how to protect yourself from it</a> <a href="https://www.businessinsider.in/tech/apps/news/elyments-dips-to-3-5-stars-on-google-play-store-heres-what-analysts-believe-indias-new-social-network-needs-in-order-to-be-successful/articleshow/76845819.cms">Elyments dips to 3.5 stars on Google Play Store — Here's what analysts believe India's new social network needs in order to be successful</a>

It’s official – Instagram Reels sets out to capture the TikTok market in India

<ul><li>As the government banned 59 Chinese apps around talks of data privacy and security, many influencers and brands have been left in the lurch.</li><li>Since apps like <keyword id="6762469" type="UNKNOWN" weightage="20" keywordseo="TikTok">TikTok</keyword> have a huge influencer community and brands also have their marketing monies invested on the platform, we spoke to experts to understand how things might pan out in the near future.</li></ul> For a while now, there have been increasing debates around <keyword id="145060" type="ORGANIZATION" weightage="20" keywordseo="data-security">data security</keyword> and privacy in India. Amidst these conversations and also mounting tensions between China and India, the government of India on Monday announced the ban of around 59 Chinese apps. These apps include popular video-sharing social networking platform TikTok, WeChat, UC Browser, SHAREit, Baidu Map, Shein, Helo and Likee, amongst others. The government, in its official announcement said, “The Ministry of Information Technology, invoking it’s power under section 69A of the Information Technology Act read with the relevant provisions of the Information Technology (Procedure and Safeguards for Blocking of Access of Information by Public) Rules 2009 and in view of the emergent nature of threats has decided to block 59 apps ( see Appendix) since in view of information available they are engaged in activities which is prejudicial to sovereignty and integrity of India, defence of India, security of state and public order.” Hours after the announcement was made, TikTok India’s head <keyword id="47432" type="PERSON" weightage="20" keywordseo="Nikhil-Gandhi">Nikhil Gandhi</keyword> released a statement.It read, “The Government of India has issued an interim order for the blocking of 59 apps, including TikTok and we are in the process of complying with it. We have been invited to meet with concerned government stakeholders for an opportunity to respond and submit clarifications. TikTok continues to comply with all data privacy and security requirements under Indian law and have not shared any information of our users in India with any foreign government, including the Chinese Government. Further if we are requested to in the future we would not do so. We place the highest importance on user privacy and integrity. TikTok has democratized the internet by making it available in 14 Indian languages, with hundreds of millions of users, artists, story-tellers, educators and performers depending on it for their livelihood, many of whom are first time internet users.” TikTok enjoys a huge following in India and has a dedicated fan base as well as innumerable users who have become influencers on the platform. India accounts for a huge chuck of TikTok’s global installs. According to estimates by Sensor Tower, when TikTok crossed 2 billion global downloads, India was at the forefront of this growth. The country accounted for 611 million lifetime downloads or 30.3% of the total. This opened up the opportunities for both content creators and brands who started looking at the platform as an effective way of reaching out to audiences. We saw quite a few brands come up with innovative campaigns on the platform. TikTok has also been strengthening its offerings for advertisers. However, this ban will put a lot of things on hold. We wanted to understand the impact of this ban on the influencer community and reached out to a few experts. Here is what they had to say: <keyword id="2705387" type="PERSON" weightage="20" keywordseo="Shamsuddin-Jasani">Shamsuddin Jasani</keyword>, Group MD, Isobar South Asia We don't know how long this ban is going to last for. But if it lasts for a few months it certainly is going to have a big effect on the curated video space, YouTube for sure will be the big gainer as well as Indian apps on the space. Ashutosh, CEO and Co-founder, Buzzoka The ban on Tik-Tok definitely calls for brands to rethink their influencer marketing strategies. Undeniably, the platform saw a spike in interest in the recent past however it must be noted that it formed only a part of brands' influencer marketing spend. On the contrary, mature platforms like Instagram and YouTube have always had an edge over the former. As a result, the impact of its ban will be lesser on brands and more on the content creators who were only present on Tik-Tok. I believe there's always a silver lining. Disruption will take place in the market. There is no dearth of platforms hence, brands will increasingly turn to them to reach similar audiences. Similarly, influencers will be able to make new identities on other platforms as far as they are good and confident about their content creation. Moreover, this will create new avenues in the ecosystem for emerging Indian platforms like Mitron and Chingari and will encourage them to invest more in enhancing their respective platforms and see rapid growth from here. Premkumar Iyer, National Operations Head, Gozoop This ban is a very big move for Indian M&amp;A. It will be interesting to see how the whole ban eventually plays out. Of all the apps banned, TikTok ranks highest on potential due to its hinterland dominance, which led brands to make investments on the platform, both in terms of time and money. Brands will probably press pause and see how this culminates before attempting any major course correction. However, the real game here is for the influencers who have built strong communities on the platform. We are witnessing a shift as most are moving towards Instagram as it is natively closest to what TikTok enabled for these creators. Cross promoting communities have always been the norm for influencers and since the ban was announced creators have started posting content asking their community to follow them on Instagram and YouTube so that if the ban continues fans can still watch their content. What's going to make this even more interesting is if Instagram's Reels and Facebook's Lasso short video format app launches in India as the timing could not be better.I think for most it is going to be like JayZ says “On to the Next One”. Harikrishnan Pillai, CEO and Co-founder, TheSmallBigIdea Digital platforms across the world are facing tremendous pressure from governments and advertisers to bring in more data transparency and content filtering. This move is led by public outrage and both, the government and brands are quite conscious of their imagery basis their stance. The 150+ brand boycott of Facebook or the Chinese platform bans are clear indicators of this phenomenon. The question is what does it mean to the advertisers, agencies and platforms. In a short to medium term, advertisers and agencies will look at alternate platforms to help them meet their marketing goals. Some of the banned platforms are sizeable, so it would be difficult to find an immediate apparent replacement. In this case, a combination of replacements or an increase in presence in existing platforms can be an option. Also, the ban is still a little unclear from an implementation standpoint. The downloaded apps are still running, though new downloads are at a halt. If the government calls for a complete ban, things will go south for these platforms. Even then, I don't believe brands will advertise on these apps, fearing public outrage. For influencers, from a short term POV, the business will be affected if they have had a single platform focus. From a long term perspective, Indian apps have a great opportunity to grow. ‘Revenge Download' will lead to a sudden spike of Indian apps. Whether they manage to be sticky and effective, time will tell. <keyword id="7372416" type="UNKNOWN" weightage="20" keywordseo="Viraj-Sheth">Viraj Sheth</keyword>, Co-founder and CEO, <keyword id="9491005" type="COMPANY" weightage="20" keywordseo="monk-entertainment">Monk Entertainment</keyword> The TikTok ban, if it stays for perpetuity, will prove to be a big dent in the life of many young and budding influencers. TikTok has given rise to an incredible number of influencers who rose to stardom through the platform and earned their bread and butter due to the audience earned from the app. While most of the established TikTokers will see a dip in their branded content earnings because of this ban for a few months, they've been smart enough to build their audiences on platforms like Instagram &amp; YouTube. When brands divert their spends from TikTok to other platforms, this ban will not affect their earnings over a period of time. TikTok had been a huge catalyst in enabling talent from the farthest nooks and corners of India. The ban will leave a gap in the market for Indian short video platforms to come through and make their mark. I hope they make their moves right. Neel Gogia, Co founder, IPLIX Media This step will impact thousands of Tiktok influencers who are dependent on brands for their survival. Brands will be impacted as well. They have already started reaching out to us to understand how they can realign their strategies to reach similar audiences. It will be interesting to see how influencers and brands change their strategies to adapt to the other platforms. We feel in 5-6 months influencers can build their audience in these platforms (if they create relevant content). Ankit Agarwal, Founder, Do Your Thng The ban is more of a statement right now - a comma rather than a full stop. That’s evident from the clarification updated by TikTok India. If, and that’s a big if, the block becomes permanent, it has the potential to change the influencer landscape significantly. Right now, for marketers, TikTok is the space to target Gen Zers as 41% of its users fall in this age bracket. I feel it is one reason why brand custodians place it in the top 3 three platforms for influencer marketing [Instagram (94%), TikTok (52%) and YouTube (52%)]. On top of it, the app has higher engagement rates and average time spent per day than Instagram. When you take away something so effective, brands are bound to feel the pinch. To compensate, they’ll redirect their influencer marketing efforts to other platforms – trigger the said change. On the creator side, the impact will be more substantial and devastating. As Nikhil Gandhi correctly points out, TikTok gave a voice to hundreds of creators generating vernacular content in India. While most creators are savvy enough to diversify to other platforms, there will be few who stand to lose their entire body of work. But all this is contingent on a permanent block, which in my opinion will most probably not happen. Not just because TikTok has been given a chance to submit clarifications, but because executing a ban is not simple with plenty of workarounds available. Honey Singh, CEO &amp; Co-Founder, #ARM Worldwide Content creators have already started nurturing their other platforms like Instagram and Youtube. After this ban, I feel there will be a significant spike on Instagram. These content creators will also face monetary losses since brands have already started pausing their planned TikTok activities for now. At the moment, we are already in touch with many content creators and figuring out how to finish ongoing campaigns. Lastly, this ban will also allow these content creators to think about building a uniform fan following. Post anti-China sentiments have already started depleting the wallets of influencers. After the ban, all the scheduled campaigns from the brands are on pause until further clarity from the government. Creators having large followings on other channels like Instagram/Youtube may recover, but there will be a significant loss for them. The silver lining is that content creators should realize that nothing is permanent. They should start working on an omnichannel presence. Aside from nurturing an audience on a platform, a community beyond a single rented house is a must. The thumb rule for any brand is to know exactly where their audience is. Long-term solutions can include developing platforms such as forums, websites, blogs &amp; newsletters to nurture their audience beyond a single platform. Sandeep Sreekumar, Managing Director, Media Moments Over the years, apps like TikTok, Helo and the likes had caught the eye of various brands and had developed into strong marketing mediums. Now, with the recent update, there will be a shift in the platforms used by the influencers while the overall approach will remain the same. This move will also open new opportunities for many Indian apps.And it will be interesting to see how Indian apps like Chingari, Mitron and Roposo will come into the foreplay and cash in the situation. For instance, many apps experienced a massive increase in the download rates soon after the announcement. Having said that; thorough understanding, planning and research will be required before associating with these apps to deliver right message and content. But as long as quality content is being created, audiences will follow and as long as audiences are there, brands will invest regardless of the platform. Piyush Kumar, CEO &amp; Founder, Rooter We have seen a 250% increase in new users joining Rooter in the last 12 hours and we are estimating 1 million new users on our platform in the next 15 Days. This surge will be organically driven by our users and content creators. The ban on Chinese apps like TikTok opens up a huge opportunity for Indian apps to come to the forefront. There will be a huge drop in user acquisition costs as Chinese apps may no longer invest their money in our homegrown apps money. Moreover, the advertising business for the Indian apps will also increase in the absence of TikTok. TikTok might have been a source of income for thousands of content creators, but there were only 1-1.5% of users creating content on it. The rest were the consumers. With the emergence of alternate local platforms, creators will automatically shift their content dais, enticing the brands to partner with them for engaging with the audience. It will be a win-win situation for both. Divanshi Gupta, Director, The Marcom Avenue The recent geopolitical events on Indo-China borders have resulted in the Indian government banning TikTok and other 58 apps in the light of protecting the privacy and sovereignty of its residents. This action may have its repercussions on both the governments, but it is definitely going to have a significant impact on the brands and advertisers who had set aside the quarter budget for influencer marketing campaigns on TikTok social media. This short-form content media app had begun to attract a considerable number of users. And now, the advertisers will have to undeniably shift their strategy and focus on creating long-form content on platforms, like YouTube and Instagram, with already established and known faces by bidding adieu to TikTok influencers.

How TikTok’s ban in India might impact influencers and brands

Bengaluru, June 30 (IANS) Indians have rushed to download social app Chingari, a desi alternative to Chinese TikTok, which is witnessing nearly 1 lakh downloads and over 2 million views per hour since the government banned 59 Chinese apps over national security concerns. Already downloaded over 3 million times, the app which was founded by Bengaluru-based programmers Biswatma Nayak and Siddharth Gautam last year, was trending at the top spot on Google Play Store, surpassing Mitron app, a TikTok clone platform. "Since the word spread that Indians now have a homegrown and more entertaining alternative to TikTok, we have been recording traffic beyond expectations on our app," said Nayak. "As Chingari is setting new benchmarks, a lot of investors are showing interest in our app. We are holding crucial discussions to get a good investor(s) on board so as to scale up our free-of-cost social platform," Nayak said in a statement. Industrialist Anand Mahindra "who never used TikTok" has downloaded Chingari and tweeted about it, saying "More power to you". Chingari allows a user to download and upload videos, chat with friends, interact with new people, share content, and browse through feed. A Chingari user gets the opportunity to get creative with WhatsApp status, videos, audio clips, GIF stickers, and photos. The app is available in languages including English, Hindi, Bangla, Gujarati, Marathi, Kannada, Punjabi, Malayalam, Tamil and Telugu. Chingari also pays its users based on how viral the content creator's video becomes. For each video a user uploads on the app, the content creator gets points per view and these points can be redeemed for money. The Chingari app is available on both Google Play Store and Apple App Store Earlier, Sumit Ghosh, co-founder and Chief Product Officer, Chinagri App welcomed the government's decision to ban Chinese apps. "For a very long time, TikTok has been spying on users and sending back the data to China. We are happy that this step has finally been taken", he said. --IANS na/

Indian social app Chingari on fire, logs over 3 million downloads

San Francisco, June 11 (IANS) Google Play Store has removed Chinese video app Zynn, a clone of the hugely popular video app TikTok, following accusations of plagiarism. Several TikTok users have reported that their entire account has been plagiarised. That includes profile pictures, names, and the above-mentioned content, sometimes going back months, reports Wired. Zynn arrived on iOS and Android in early May and quickly rose to the top of the download charts. By the end of May, the app had become the most downloaded free iOS app and a top 10 download in the Google Play Store. Part of the reason for this rapid growth is the app's rewards programme where users got paid for watching videos and also to get other users on the app. Users earn $1 for signing up, $20 for the first person they get to join, and $10 for every five users afterward. Google has yet to offer an explanation for the app's removal. Zynn, however, is still available on iOS App Store. Earlier, Google Play Store removed another TikTok rival app Mitron. The app, which has been created by a developer from Pakistan, was removed as it violated Google's 'spam and minimum functionality' policy. --IANS wh/na

Google takes down TikTok-clone Zynn from Play Store

<ul><li><keyword id="830092" type="COMPANY" weightage="20" keywordseo="Zomato">Zomato</keyword>’s popular food and <keyword id="9332938" type="UNKNOWN" weightage="20" keywordseo="music-carnival-zomaland">music carnival Zomaland</keyword> has gone digital this year.</li><li>The digital festival will be held across two weekends – June 5-7 and June 12-14. </li><li>The debut edition of the carnival in 2018 across Delhi, Bengaluru and Mumbai saw over 100,000 visitors. Since then it has grown to be held in over 10 cities. </li></ul>Zomato’s popular food and music carnival <keyword id="7109231" type="UNKNOWN" weightage="20" keywordseo="Zomaland">Zomaland</keyword> has gone digital this year. Due to the coronavirus pandemic, no large gatherings are allowed and people continue to stay home. The digital festival - Zomaland@home - will be held across two weekends – June 5-7 and June 12-14. It will be streamed live on the Zomato app as well as the Zomaland pages on Instagram, Facebook, TikTok and Helo. “As all of us get accustomed to the ‘stay home’ life, we couldn't think of a better way to engage our users with great quality content at the comfort of their homes. We have put together an elaborate digital experience by bringing the best of food &amp; entertainment, so our Zomaland visitors can witness the same energy and spirit sitting at home,” said Chaitanya Mathur, Global Head - Zomato Live. The event will see celebrity chefs like Sanjeev Kapoor, Pooja Dhingra, Saransh Goila share recipes online while comedy stars like Varun Thakur and Rahul Subramanian, Kusha Kapila and Dolly Singh and DJs like Naezy will also take part. Zomaland is a flagship event from the foodtech unicorn Zomato. The debut edition of the carnival in 2018 across Delhi, Bengaluru and Mumbai saw over 100,000 visitors. Since then it has grown to be held in over 10 cities and has also partnered with major brands including the Singapore Tourism Board. SEE ALSO: <a href="https://www.businessinsider.in/business/corporates/news/interglobe-aviation-indigo-airline-profit-revenue-for-q4-march-2020-earnings-result-and-share-price-chart/articleshow/76154721.cms">As expected, IndiGo reports a net loss of ₹1,750 crore after domestic air passenger dips and costs continue to pile up</a> <a href="https://www.businessinsider.in/tech/news/mitron-tv-removed-from-google-playstore-and-its-security-has-been-questioned-by-experts/articleshow/76154629.cms">Mitron app’s short-lived fame comes to an end as it gets removed from Google Playstore</a> <a href="https://www.businessinsider.in/stock-market/news/kotak-mahindra-bank-bandhan-bank-and-indusind-bank-stocks-continue-to-trade-in-the-green/articleshow/76154458.cms">Kotak Mahindra Bank, Bandhan Bank and IndusInd Bank share prices soar with refinancing pulling them out of the red</a>

Zomato’s popular carnival Zomaland goes online as large gatherings remain banned due to Covid19

<ul><li>A large number of people in India have called for a ban on <keyword id="6762469" type="UNKNOWN" weightage="20" keywordseo="TikTok">TikTok</keyword> as they believe it promotes violence, crime and pornography. </li><li>Between March and May, downloads of the ByteDance-owned app fell from 35.7 million to 17 million. </li><li>Two of the primary reasons behind the decline is anti-China sentiments in the country followed by arguments to ban the app on the <keyword id="963171" type="PERSON" weightage="20" keywordseo="Google-Play">Google Play</keyword> store.</li></ul>TikTok, which is among the most popular apps in India, is looking at tough times ahead. The ByteDance-owned short video app saw a steep fall of 51% in new users in April and March across iOS and Android, according to an Economic Times report citing data shared by Sensor Tower. Between March and May, downloads of the Byte-dance owned <a href="https://tech.economictimes.indiatimes.com/news/mobile/double-whammy-for-tiktok-as-downloads-slow-amid-ratings-fall/75983381">app fell from 35.7 million to 17 million</a> on Apple’s App Store and the <keyword id="6355629" type="DEFINITION" weightage="20" keywordseo="google">Google</keyword> Play Store. Two of the primary reasons behind the decline is anti-China sentiments in the country followed by morality arguments to ban the app on the Google Play store. ALSO READ:<a href="https://www.businessinsider.in/tech/news/tiktok-gogole-play-ratings-fall-to-1-3-stars-after-4-million-comments/articleshow/75842653.cms"> Tiktok got 4 million comments on Google Play Store dragging down its rating to 1.3⁠ — but it may not disappear yet</a> <table style="border-width: initial; border-style: none; width: 468pt; table-layout: fixed;"></colgroup></colgroup><tbody><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;"> </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">New downloads </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Month-on-month growth </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">January </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">30.8 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Unknown </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">February </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">33.1 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">7% </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">March </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">35.7 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">8% </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">April </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">23.5 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">-34% </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">May (Till 23rd) </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">17 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">-28% </td></tr></tbody></table>Source: Sensor Tower India is one of the key markets for TikTok is India — which contributed to 41.6% of the app’s new users in February 2019. Every <a href="https://techcrunch.com/2020/04/13/popular-apps-download-and-revenue-take-a-hit-in-india-as-people-stay-home/riefly%20banned%20in%20India%20by%20the%20Madras%20High%20Court%20after%20it%20was%20accused%20of%20letting">four in 10 people in India</a> who have smartphones use TikTok. SEE ALSO: <a href="https://www.businessinsider.in/entertainment/news/carry-minati-youtube-vs-tiktok-video-removed-for-violating-terms-of-service/articleshow/75749665.cms">Carry Minati's 'YouTube vs TikTok' video removed for violating terms of service — fans claim injustice</a> However, TikTok has been under the fire ever since <keyword id="10879" type="CITY" weightage="20" keywordseo="YouTube">Youtube</keyword> removed Carry Minati video roasting Amir Siddiqui for his content on the short-video platform. The controversy <a href="https://www.businessinsider.in/tech/news/tiktok-gogole-play-ratings-fall-to-1-3-stars-after-4-million-comments/articleshow/75842653.cms">on Faisal Siddiqui’s acid attack video made</a> the situation even worse. Faisal Siddiqui — Prince of Team Nawab who had 13.5 million followers — was accused of encouraging acid attacks on women in his latest video. TikTok suspended Siddiqui’s account for violating “multiple community terms.” A week later, <a href="https://timesofindia.indiatimes.com/tv/news/hindi/amir-siddiqui-on-suspension-of-his-tiktok-account-i-follow-community-guidelines-and-dont-intend-to-hurt-anyone/articleshow/75974539.cms">TikTok account of Amir Siddiqui was also suspended</a> for “violating multiple community guidelines.” A large number of people have called for a ban on the app as they believe it promotes violence, crime and pornography. Millions of people in India are bombarding the app with a 1-star rating along with negative comments on the Google Play Store so much so that the overall rating was down to 1.2 stars from 4.5 stars within the span of a few days. TikTok received <a href="https://www.businessinsider.in/tech/news/tiktok-gogole-play-ratings-fall-to-1-3-stars-after-4-million-comments/articleshow/75842653.cms">as many as 4 million new comments</a> on Google Play Store — with most of them being negative. The ratings, however, improved to 1.4 after an estimated 7 million reviews disappeared from the Play Store. Experts told Business Insider that the app won’t be removed from the Play Store because of its rating — but this will have a severe impact on its future downloads.Previously, TikTok was briefly banned in India last year by the Madras High Court after it was accused of letting users post obscene content <a href="https://www.businessinsider.com/indian-court-bans-tiktok-for-encouraging-porn-2019-4?IR=T">that encouraged ‘pornography</a>’. SEE ALSO:<a href="https://www.businessinsider.in/entertainment/news/iit-roorkee-students-tiktok-clone-app-mitron-tv-is-riding-high-in-downloads-because-of-its-association-with-pm-modis-favourite-word/articleshow/76000483.cms"> </a><a href="https://www.businessinsider.in/entertainment/news/iit-roorkee-students-tiktok-clone-app-mitron-tv-is-riding-high-in-downloads-because-of-its-association-with-pm-modis-favourite-word/articleshow/76000483.cms">IIT Roorkee student’s TikTok clone app Mitron TV is riding high in downloads because of its association with PM Modi’s favourite word</a>

TikTok looks at an uncertain future in India after downloads fall by 51% in the last two months

<ul><li>The ban on Chinese video apps has left a void in the life of <keyword id="7904555" type="UNKNOWN" weightage="20" keywordseo="tiktok-stars">TikTok stars</keyword>, who are now looking for a new home to showcase their talent.</li><li>We reached out to <keyword id="9603566" type="UNKNOWN" weightage="20" keywordseo="celebrity-pr-managers">celebrity PR managers</keyword> and influencer marketing agencies to understand how they are helping former <keyword id="8637178" type="COMPANY" weightage="20" keywordseo="tiktokers">TikTokers</keyword> in navigating the challenges of finding another platform and what is the strategy that PR managers are following to help TikTokers gain users from scratch. </li><li>Experts said they are advising TikTokers to not lose hope and just keep doing what they do best -- create crispy content on new mediums. They also said that so far, <keyword id="8322765" type="UNKNOWN" weightage="20" keywordseo="instagram-reels">Instagram Reels</keyword> is the most preferred medium. </li></ul>After the ban on TikTok, many replicas like Instagram Reels, Mitron, Chingari, Bolo Indiya, Roposo, have cropped up. It opened up an opportunity for Indian video apps to come to the forefront and they have seen millions of downloads in the past two weeks. However, former TikTok influencers who worked really hard to build their profiles and widen their reach on the medium -- some of them even quit their job to pursue video making as a full-time career, are still looking for a permanent home. We reached out to celebrity PR managers and influencer marketing agencies to understand how they are helping former TikTokers in navigating the challenges of finding another platform, what kind of response they are seeing from brands and what is the strategy that PR managers are following to help TikTokers gain users from scratch. Parul Parmar, Independent PR Professional said that the recent ban has come with a silver lining. It has made influencers realise the importance of staying platform agnostic and that it's the manager’s prerogative to always ensure that the creators don't place all their eggs in one basket. Parmar said, “Some of the smart ones have already started to replicate their clout on other apps such as YouTube, Instagram, Twitter and so on because regardless of the platform, it's the creator's talent which will always pave the way to success. A creator's identity and value is solely basis the content and stories they produce and the communities that they have built across platforms. In the case of TikTok creators (given the situation), PR will be a defining factor now to boost their visibility and credibility. Especially for the following categories: Superstars with insane numbers and following -- the likes of Riyaz, Mr. Faisu, Radhika Bangia, Jannat Zubair. The unique ones like Hydroman, Yusuf BMX and Baba Jackson.” While many apps have been launched to eat into TikTok’s void, Neel Gogia, Co-founder, IPLIX Media opines that every influencer marketing agency must be trying to take former TikTokers to Instagram Reels. “Instagram is a go-to platform if you consider in terms of fan base. With the launch of Reels, this is a perfect opportunity for all TikTok influencers to take advantage of this because they have more experience and expertise of creating short 15 second videos and they know the successful recipe for a short video, since they have already achieved that success on TikTok. Whereas for Instagram influencers, it is comparatively a new thing and they are still trying it out and seeing how it works,” said Gogia. He also stressed that timing is an important factor that can help TikTokers gain back their followers. “If TikTok influencers can quickly step into reels and follow what works on Instagram, this is the perfect opportunity for them to regain their follower base. Though it will take some time, this is a good lesson for them as well to not invest their content only on one platform and they should be using different platforms for their content based on the criteria every platform has. They will have to stay consistent, have trust on their content and give it 4-5 months. If they still create good content that is relevant for their audience on these platforms, they can quickly come back to the game," added Gogia. Talent management, PR and Influencer Marketing Agency, Peoplekind’s Founder - Praachi Kapse said every digital creator should be agile and open to change as digital is the most dynamic medium that there is. Kapse said, “The digital world is a dynamic space, one which keeps creators on their toes. It keeps that rush of ideas and creativity going. Content curators have over the years harnessed the ability to tune in to a platform’s ethos and understand and drive consumer engagement. Content is king, and change is constant; The digital world has seen the rise, fall, plateau effect and innovation of everything from blogging, YouTube, Twitter, Facebook profiles and Instagram, to even snackier content like Snapchat, Insta stories, Musically, TikTok and now Instagram Reels. It is a challenge that drives content curators to constantly keep innovating themselves. That’s both the charm and the tipping point of social media platforms” But have TikTokers stopped receiving brand deals? Experts said no. The mediums might change but the empires of influence they built on TikTok remain unaffected by the ban. However, Gautam Madhavan, Founder &amp; CEO, MAD Influence told us that investing ad monnies on TikTok was cheaper than Instagram or YouTube. It will be a task for media planners to come up with a budget-friendly solution that offers as massive reach as TikTok did. “TikTok Influencers have not really lost anything. Most of them have a follower base on their other channels i.e., Instagram and YouTube. Hence, their loyal fans are still there and brands are still willing to work with them. The only difference is the duration of content - be it branded/non branded. What TikTok had to offer in terms of reach and visibility at an affordable cost is now a task for all media planners. Instagram and YouTube are expensive when compared with TikTok. But we are committed to working a way out on Instagram and YouTube as well, because at the end of the day every brand has to promote itself irrespective of the platform,” said Madhavan. Parmar also highlighted how visibility and reach are two important factors for any influencer to woo brands. She said PR can prove to be a very effective tool in getting that back. “Visibility is of utmost importance to them than ever before at this point. Their success stories on TikTok/uniqueness of content or rather just their presence in the content ecosystem should reach the right ears in the industry via traditional as well as new age mediums to sustain their brand. These creators should now be busy creating interesting narratives of their adaptability, resilience, innovation and community building. This is enough material for their proactive PR. Most of them have stayed away from reactive PR and it's understandable. But coming back to visibility with a robust strategy to tell their story is vital going forward. It is the age of disruptions and there will be enough opportunities for everyone at hand,” said Parmar. Celebrity Managers and influencer marketing agencies are advising TikTokers to not give up and keep creating content to grow on whichever medium they are on.

Instagram Reels and upping content game: suggestions from Celebrity PR managers and Influencer Marketing Agencies for TikTokers

<ul><li>Facebook shut down its TikTok-clone Lasso worldwide to be able to concentrate on its alternative ‘<keyword id="8322765" type="UNKNOWN" weightage="100" keywordseo="instagram-reels">Instagram Reels</keyword>.’ </li><li>We speak to digital experts to find out if Facebook’s Instagram Reels has what it takes to fill up the void and crop up as a perfect alternative for the talent on TikTok in India? </li></ul>With the recent border row between China and India, the Government of India ordered a ban on 59 Chinese apps that included TikTok, Likee, Bigo Live. This has left Indian content creators from Tier II and Tier III in the lurch as TikTok opened up an opportunity for these budding stars to become influencers, earn money through brand endorsements and some of them even left their old jobs to pursue TikTok full-time. This ban on video apps has left a void in the life of TikTok stars, who are now looking for a new home to showcase their talent. To take on this opportunity, Facebook is quietly testing <keyword id="9520477" type="UNKNOWN" weightage="20" keywordseo="instagram-reels-in-india">Instagram Reels in India</keyword>. Similar to TikTok, it will allow its users to create and share 15-seconds videos, with camera effects, basic editing tools and music. There is also a handy timer and option to adjust the video’s speed. It can be shared on a user's story, sent to friends directly or added to a new Reels tab on their profile (displayed below). Instagram Reels is already active in Brazil, France and Germany and Facebook is looking at expanding its presence in other countries. While there are many Indian alternatives for TikTok like Mitron, Chingari, Roposo, Bolo Indya -- Instagram’s Reels can have an upper hand as it will be added as a feature -- housed inside the app, eliminating any additional hassle. While Facebook’s Lasso, a TikTok-clone launched in November 2018, failed to take off, Reels could have a higher chance of success for its prime positioning inside the Instagram app. Most <keyword id="8637178" type="COMPANY" weightage="20" keywordseo="tiktokers">TikTokers</keyword> are already relying on Instagram to create content and stay in touch with their fans. With Reels, they can now explore and revert to their favourite format without downloading another app and starting from scratch. It could be strategic in attracting Instagram’s loyal user base of more than <a href="https://www.statista.com/statistics/578364/countries-with-most-instagram-users/">88 million in India,</a> which is among the second top market for the app according to Statista.com, much of whom are millenials and Generation Z which was TikTok’s primary target audience. We spoke to digital experts to further understand if Reels has what it takes to replace TikTok and how Facebook should learn from its erstwhile mistakes with Lasso and go about marketing Reels this time. Here is what they said: Sowmya Iyer, Founder &amp; CEO, DViO Digital: <div type="image" title="Sowmya Iyer" msid="76799000" hostid="261"></div> "Tik Tok has forever changed the behavior of social media users. The ban on the platform has created a void in the lives of content creators who would quickly jump onto any platform that gives them the space to express themselves. And this is not just true for Instagram Reels but also for a host of Indian applications, which offer a similar experience. If the ban on Tik Tok still persists, leveraging the large base of Instagram users in India, the adoption of Reels among users should be easier without much friction or resistance. Geopolitical tensions are creating some level of impact on large global players. Secondly, we as humanity are going through a change and there is a collective rise in consciousness. There has also been a shift with many brands moving towards Purpose rather than just Profits. And consumers are choosing brands that are understanding to their needs. Advertisers choosing not to advertise on Facebook is a result of these dynamics in play. Large businesses like Facebook need to pivot with where and how humanity is going and should align themselves with the collective larger cause as ultimately the content creators and consumers of these platforms are the general populace. So people will begin to boycott platforms that they don't philosophically identify with. But that's one part which is solvable if the right steps are taken. Therefore, these factors should be taken into account while launching the application in India. Not only Reels, but many such apps will also jump on board to fill the void and this would likely divide up the creator base left behind by Tik Tok. This is for the best because the monopoly of one particular platform is never good for brands or advertisers or even themselves from an innovation standpoint. But obviously the established user base of Instagram would work in its favor and serve as a jumpstart for its success. No matter the level of competition we would see in this space, it is required to keep the larger players on the right track." Vinayak Shrivastav, CEO - Toch: <div type="image" title="Toch founder" msid="76809486" hostid="261"></div> There couldn't have been a better time for Instagram reels to be introduced in India. With existing Instagram users available, positive growth can be a possibility by asking the users to test the feature before launching it in the market. The safest concept of promoting an influencer-oriented app is for the brand to announce live contests. Implementing the idea of an influencer badge or something similar would definitely get the creators curious for verified content to achieve more visibility. Running an influencer campaign could also help garner attention to Instagram Reels. We at Toch are also looking at having a B2C presence and testing the market which will allow influencers to earn money from their content, also enabling live commerce or branded content selling through the platform instantly. With the increase in the sentimental value of Indian Apps Promotion being high, an unforeseen barrier in traction might happen. With a lot of bans being implied on brands from advertising a decent amount of branded content could be witnessed. Facebook being the social media giant that it is, the initial scale could be good enough to test the market. Nakul Dutt, Strategy Director, FoxyMoron: <div type="image" title="Nakul Foxy" msid="76798987" hostid="261"></div> Launching Reels would be a no brainer move. In fact, Instagram has already started testing the ‘Reels’ feature with select customers of the platform. Driving adoption to the scale of TiKTok, on the other hand, is a whole different battle. For TikTok users Instagram was a secondary platform to enhance one’s reach and overall engagement. In the absence of TikTok, while Reels is the obvious answer (unless a new local players quickly jumps in at this point), if launched, transitioning the existing database of TikTok users and getting them acquainted and comfortable on Reels will be a mammoth task for reasons dealt with in the next question. Transitioning the database of TikTok users and getting them acquainted with Reels will be a mammoth task for the multitude of reasons mentioned: ● An Anomaly: Last year India contributed to around 44% of the 1.6 Bn downloads of TikTok worldwide. The key reason for the success of the App in India was the ‘Bottom Up’ adoption of the platform. In the last couple of years adoption of internet has increased in tier 2 &amp; 3 cities and TikTok was able to win the heart of this new user base &amp; become the no. 1 App in almost no time. This is contrary to the ‘Diffusion of Innovation’ theory where any new platform, feature or innovation is first adopted by early adopters and over a period of time snowballs to attain the attention of the masses. TikTok however, resonated with the masses first,while Instagram went through the conventional model of adoption. This created a fundamental difference in the profile of users of the platform with each cohort looking at the other from a different perspective. ● It's all in the Senses: To understand the ‘Why’ TikTok was as appealing as it was, it’s important to understand the Perceived Reason of Existence’ that each social media platform plays in a consumers' life. While Facebook is a platform of ‘Touch’ it lets you connect &amp; feel about people in your circle, Instagram is the platform for the ‘EYE’- aesthetics &amp; beauty, the showcase of the perfection you desire in your world.TikTok on the other hand is ‘Heart’ – showcase your passion, like the heart, which wants to do certain things without the filter. This gap is what needs to be bridged! ● The TikTok In-App features made Creators self-sufficient: Considering most of India does not have access to high end equipment to produce slick high quality content. TikTok became a one stop shop to shoot, edit and publish content using one’s mobile. At a cursory glance the editing features of Reels seems limited as compared to TikTok. ● Inclusivity Will Be Required: An editing feature alone might not solve the problem at hand. Comfort and inclusivity are the key terms here. TikTok was a social media app where social barriers were broken. We hadn’t seen this happen at the scale it did, with Facebook and Instagram. Inclusivity through a vernacular approach, both at an App and at a promotional campaign level will be required. ● Share vs Showcase: Instagram’s algorithm is built around the concept of share, where the content populated is likely from the people and pages you follow. On the other hand, one’s ‘For You’ page of TikTok was curated from the trending content within the ecosystem of TikTok. We will need to see how Reels can bridge this gap. ● Balance: While acquiring new users for the platform is key, retaining the existing will also become a key metric. Instagram is a visual medium and appeals to a certain segment of creators. Instagram should take all the measures to retain this appeal. While showcasing Reels as a fun light hearted platform for their users to showcase their passions. ● Enabling &amp; empowering: It would be a good strategic move, if Reels adds features which would help the transitioning customers to create content with least friction 3. How should Facebook go about promoting Reels once it is live in our country? In addition to several of my points mentioned above these will be the 2 additional points that they could consider in their promotions Facebook will need to address the elephant in the room. 75% consumers are comfortable adopting a brand which supports and believes in social causes. With more than 50 brands boycotting Facebook, it’s only a matter of time the same lens would be applied to Instagram considering the mother brand is the same. Reels is Feature for Everyone Raw, unfiltered and authentic were TikToks main strengths. This made TiKTok an inclusive platform. Considering one’s digital identity supersedes their real one, TiK Tok made all their users feel comfortable and gave them a platform to be their authentic self. It gave them a platform to showcase their talent. They didn’t need to bother with aesthetics, filters or a nice looking backdrop. Maybe Reels could consider having a backdrop filter, so people can perform against different aesthetically pleasing backgrounds. (It would be a great way for brand’s to plug in their content / product / logo too.)

Can Instagram Reels be a new home for TikTokers?

The nation awaited Prime Minister <keyword id="6354477" type="PERSON" weightage="20" keywordseo="Narendra-Modi">Narendra Modi</keyword>’s address on the eve of New Year with suspense and drama being built around the event. The speech also assumed significance as this was probably the first time any Prime Minister was addressing the country on New Year’s Eve. But if one expected transparency about numbers that could justify the pain the country has been put through from November 8, it was missing from the PM speech. A lot has been written about the announcements regarding welfare for urban and rural housing, farmers, senior citizens and pregnant women. But here are 5 things we would have liked to hear from the Prime Minister. 
 
Devoid of supporting facts and figures and an excess of welfare promises, it seemed to be an appeasing / damage control address to the poor, farmers, small scale industries, pregnant women and elderly who were severely affected by the serpentine queues in the banks. 
 
So, what was missing in his speech? 
 1. The whole exercise of demonetising Rs 15.44 lakh crore, 86% of the total currency in circulation was to flush out <keyword id="6356023" type="UNKNOWN" weightage="20" keywordseo="Black-Money">black money</keyword>. Or so, the government wanted us to believe. Rs 4-5 lakh cr was expected to stay out of the banking system as black money hoarders were likely to find it difficult to deposit in the face of stringent RBI norms. But the government was in for a rude shock. The RBI’s last release on December 10 said that Rs 13 lakh cr has returned to the system. In the next 20 days, reports suggest that more than Rs 14 lakh crore could have come back as deposits.But if one expected Prime Minister Modi to be transparent and release those numbers in his New Year speech, there was disappointment. 
 
 2. It was widely reported, some as sources attributed to finance ministry and other government ministries, that there will be a windfall to the poor in form of cash deposits to Jan Dhan accounts. While in his earlier speeches, he mentioned the success of Jan Dhan accounts and the soaring deposits, he chose to stay silent this time – a sign that the government has little to gain from the <keyword id="3315394" type="UNKNOWN" weightage="20" keywordseo="demonetisation">demonetisation</keyword> exercise and hence cannot deposit any excess funds arising out of extinguishing legal tender. 
 
 
3. On November 8, PM Modi sought 50 days for demonetisation and said that the problems will ease post that. While queues have eased at bank branches, the crisis of liquidity continues. Though banks are now allowing withdrawals of Rs 4500 from ATMs, there was no word from the PM on how long it will take to bring liquidity back to pre-November 8 levels. ‘My effort is to take the banking system to normalcy as fast as possible in the New Year’ is all that Modi could manage to offer.Economists point out that the remonetisation of notes have not crossed even 50% of the total demonetised notes of Rs 15.44 lakh cr. That probably explains why the PM decided not to give any fresh deadline which he cannot meet. 
 
 4. PM Modi called out to all political parties. “I urge all parties and leaders to move away from a “holier than thou approach,” to come together in prioritising transparency, and take firm steps to free politics of black money and <keyword id="46183" type="UNKNOWN" weightage="20" keywordseo="Corruption">corruption</keyword>,” said Modi. One expected that in line with his bold image of taking tough decisions, he will announce that his party has decided to take active steps in declaring all sources of funding. This would include utilising technology and apps like PayTm to encourage more cashless donations. Political parties also avail of the legal loophole of declaring more donations in cash below Rs 20,000 and one expected the BJP under Modi to take proactive steps in transparency. But we are yet to hear that from the PM.Also, while he called out rogue banking employees for engaging with black money hoarders, there were no words of regret on several BJP workers being caught with large stash of cash. Read this, this and this. 
 
 
5. Finally, we did not hear the Prime Minister utter the word ‘Mitron’ in his speech. 
 
(The author of this article is Sneha Alexander. The article was first published in <a href="http://www.boomlive.in/5-things-wanted-hear-pm-modis-new-year-speech/">www.boomlive.in</a>)

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