A year after the TikTok ban, brand collaborations on Indian short video platforms such as Moj, MX TakaTak, Josh, etc. have not yet started.
Influencer marketing firms claim that only 10-25% of the brand collaborations they facilitated were with Indian short video platforms.
After the Chinese-owned video sharing service TikTok was banned in June 2020, several Indian short video platforms entered the market, supported by investor interest and nationalist sentiments. While they have raised significant capital and reaped millions of downloads, the lack of global audiences and quality content has limited their appeal to brands and influencers.
“While there has been good traction on Indian short video platforms, it has not translated into quality content targeted at brand promotion or collaborations. And this will continue for some time until Indian short video platforms achieve global status, ”said Shudeep Majumdar, co-founder and CEO of Zefmo Media.
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Over the past year, Zefmo says, he’s worked on around 67 campaigns, only four of which were for Indian short video platforms.
Zefmo Media is an influencer marketing platform connecting more than 60,000 influencers in 50 cities to brands. He has worked with over 50 brands.
Majumdar cites content quality issues, unavailability of analytics and lack of quality influencers, among others, on Indian short video platforms.
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Monk Entertainment (Monk-E), another influencer marketer, also claims that only 10-15% of the brand collaborations he facilitated were with Indian short video platforms.
“It’s true that brands don’t engage much with influencers on Indian short video platforms as their priorities remain Instagram and other established platforms. Indian platforms are extremely focused on Bharath and seem to have a conscious approach to not globalize. It’s also why the best creators don’t want to create content on Indian short video platforms unless they get paid for it, ”said Viraj Sheth, co-founder of Monk-E.
Monk-E works with over 200 brands (80% Indian, 20% Global) and manages 65 content creators or social media influencers like BeYouNick, Ranveer Allahbadia aka Beerbiceps, Niharika NM, Madan Gowri and Sanjyot Keer, among others. The company is also getting contracts from Indian short video platforms to get creators on their apps.
Priyanka Gill, Co-Founder of Good Glamm Group and Founder and CEO of POPxo-Plixxo, said: “For any new social media platform it is very difficult to attract influencers because they are used to getting paid for. everything and very rarely an influencer does anything for free. If you do not yet have an audience on your platform, influencers are not encouraged to create free content on this platform.
Good Glamm Group is a digital brand house formed by the direct selling beauty brand MyGlamm after several acquisitions. Women-centric digital platform POPxo is one of the acquired companies and owns the Plixxo influencer marketing platform.
Plixxo has worked hard to get the creators of short videos to create content for the platform. He says nearly 25% of the brands he’s worked for have been campaigns with or for Indian short video platforms.
Plixxo has more than 200,000 influencers on the platform and, at any time, more than 50,000 influencers are activated. The company has worked with over 400 brands, with an Indian to Global ratio of 90:10.
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