By Indian short-video platforms like Josh, Moj, MX Takatak, and Roposo have successfully attracted 97 percent of TikTok’s user base in India, marking a significant shift in the country’s social media landscape. Let’s delve into the details of this transformation and the strategies these platforms have employed.
Retention and Growth
According to a recent report by RedSeer Consulting, Indian short-form video apps have not only retained 67 percent of TikTok’s former users but have also welcomed 30-35 percent new users over the past year. This remarkable achievement can be attributed to aggressive marketing efforts and a focus on user acquisition by these platforms.
User Engagement and Trends
The report highlights a surge in daily active users (DAUs), reaching up to 97 percent of June 2020 levels. This increase is a testament to the effective marketing strategies and the appeal these platforms have among users, particularly in smaller cities and towns. However, while DAUs have seen significant growth, the time spent on these platforms has also gradually increased, now at 55 percent of June 2020 levels.
Platform Performance
Among the leading platforms, Josh stands out with strong influencer and user-driven engagement, especially in Hindi-speaking regions and Tier-2+ cities. Moj has experienced notable growth across various metrics, showcasing its rising popularity. Roposo, on the other hand, has seen robust performance in Tier-1 cities, indicating a diverse user base.
MX Takatak leads in net promoter score (NPS) in metro cities, leveraging challenges and hashtag events akin to TikTok to capture market share. The study reveals that a significant portion of short-form video users, approximately 60-62 percent, hail from Tier-2+ cities, underscoring the platforms’ reach beyond metropolitan areas.
Future Prospects and Challenges
While Indian short-video platforms have witnessed a rapid recovery post-TikTok’s ban, there’s still room for improvement in content quality and user experience. The report suggests that 75 percent of current short-form video users are likely to continue using domestic apps even if Chinese apps were to return, indicating a shift in user loyalty.
Monetization Potential and Influencer Earnings
The rise of these platforms has unlocked substantial monetization opportunities for influencers and platforms alike. Elite influencers with sizable followings can earn substantial monthly incomes ranging from $20,000 to $40,000. Even influencers with smaller followings, such as those with 1 million followers, can earn between $1,000 to $2,500 monthly, while budding creators can generate $40 to $200.
Conclusion
The success of Indian short-video apps signifies a resilient and evolving social media landscape. With a focus on enhancing engagement, retaining users, and exploring monetization avenues, these platforms are poised for continued growth and innovation in the digital entertainment sphere.
