A year after TikTok ban, Indian versions struggle to make the scene

A 12 months after the TikTok ban, model collaborations on Indian short-video platforms like Moj, MX TakaTak, Josh and so forth are but to select up.

Influencer advertising firms say solely 10-25 per cent of the model collaborations they facilitated have been for Indian short-video platforms.

After the Chinese language-owned video-sharing service TikTok was banned in June 2020, a number of Indian short-video platforms entered the market, backed by investor curiosity and nationalist sentiments. Whereas they raised vital capital and garnered thousands and thousands of downloads, the shortage of worldwide viewers and high quality content material has restricted their attractiveness for manufacturers and influencers alike.

“Whereas there was good traction on Indian short-video platforms, this has not translated into high quality content material that’s focused in the direction of model promotion or collaborations. And that may proceed for fairly a while till the Indian short-video platforms attain international standing,” mentioned Shudeep Majumdar, co-founder and CEO of Zefmo Media.

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Over the previous 12 months, Zefmo says, it labored on about 67 campaigns, of which solely 4 have been for Indian short-video platforms.

Zefmo Media is an influencer advertising platform connecting over 60,000 influencers throughout 50 cities to manufacturers. It has labored with over 50 manufacturers.

Majumdar cites issues with content material high quality, unavailability of analytics and lack of high quality influencers, amongst different issues, on Indian short-video platforms.

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Monk Leisure (Monk-E), one other influencer marketer, equally says solely 10-15 per cent of the model collaborations it facilitated was for Indian short-video platforms.

“It’s true that manufacturers don’t interact a lot with influencers on Indian short-video platforms as their priorities are nonetheless Instagram and different established platforms. Indian platforms are extraordinarily centered on Bharat and appear to have a acutely aware strategy to not go international. That is additionally why high creators don’t wish to create content material on Indian short-video platforms except they’re paid for it,” mentioned Monk-E’s co-founder Viraj Sheth.

Monk-E works with over 200 manufacturers (80 per cent Indian, 20 per cent international) and manages 65 content material creators or social media influencers like BeYouNick, Ranveer Allahbadia aka Beerbiceps, Niharika NM, Madan Gowri and Sanjyot Keer, amongst others. The corporate additionally will get contracts from Indian short-video platforms to get creators on their apps.

Priyanka Gill, co-founder, Good Glamm Group, and Founder and CEO, POPxo-Plixxo, mentioned, “For any new social media platform, it’s very arduous to draw influencers as a result of they’re used to getting paid for the whole lot and really hardly ever does an influencer do something free of charge. In case you don’t have already got an viewers in your platform then influencers don’t have any incentive to create free content material on that platform.”

Good Glamm Group is a digital home of manufacturers constituted by direct-to-consumer magnificence model MyGlamm after a number of acquisitions. Ladies-centric digital platform POPxo is likely one of the acquired firms and it owns the influencer advertising platform Plixxo.

Plixxo has been working to get short-video makers to create content material for the platform. It says virtually 25 per cent of the manufacturers it labored for have been campaigns with, or for Indian short-video platforms.

Plixxo has over 200,000 influencers on the platform and, at any level of time, greater than 50,000 influencers are activated. The corporate has labored with over 400 manufacturers, with the Indian and international ratio at 90:10.