apps like MX TakaTak, spark And My – which quickly filled the gap left in view of
Tiktok’s exit from India in June last year – Offering up to Rs 25 lakh per year to influencers with a follower count of 100,000 to 500,000.
“They have roped in a number of third-party agencies to do this,” said Pranesh Bhuvneshwar, founder and CEO of influencer marketing platform Koruz.
“They are trying to buy influencers through deals with fixed payouts and performance variables. They are fine (actually, pushy) if influencers post on Instagram, but the agreement will prevent creators from posting on other rival Indian social media platforms that are trying to tap Tier-II, Tier-III markets . instagram It is their primary fishing ground,” he said.
A marketer familiar with the trend confirmed this. The homegrown short-video app wants Instagram influencers to continue making reels because that’s what made them popular in the first place.
“The main purpose of other platforms is to use them to create exclusive content so that they can also get more traffic,” the marketer said on the condition of anonymity. “These platforms are not big enough that influencers will stop creating on Instagram. But for some content they could say, ‘First post on my forum’. So if they post content on the platform first and then on Instagram, some of the content may be accompanied by the platform’s logo or filters.”
Instagram did not respond to questions about whether its Indian rivals – MX Takatak, Chingari and Moz – were making a play for influencers on its platform.
The photo and video sharing platform has been growing its user base in India faster than parent Facebook Inc, especially behind the Instagram reels.
launched in India after TIC Toc Sanctions. In August and September, Instagram saw about 39.5 million installs from across the App Store and Google Play, according to data from Sensor Tower, while Facebook had 30.6 million installs.
Competition
Janhvi Parikh, Business Head, MX Takatak, Times Internet, said that the platform has always stood for nurturing its existing creator community and bringing its users engaging videos by many influencers who are exclusively content on the platform. continue to supply.
They are identified from multiple social media platforms based on certain criteria such as demographics and content buckets, which the app believes drive traffic to the app, she said.
“Tier-II, Tier-III markets have a large and generally untapped audience base in the heart of India, which MX Talkator caters to, and therefore Instagram is not necessarily the best place for us to acquire talent in the form of their content. There is a platform for Far more urban in nature.”
On the other hand, Spark connects with influencers based on their creative talent, engagement and social media reach, irrespective of the platform they belong to.
“We provide them with a spectrum of opportunities that can enhance their ability to create more unique content,” said CEO Sumit Ghosh. “It attracts a broad base of existing and new creators to Spark.”
company
Recently Launched $GARI Social Token The first in India, and for a non-fungible token, brought Bollywood actor Salman Khan as the brand ambassador of its market.
Khan himself is jumping on the NFT bandwagon with Bollycoin.
For Moj though, the creator community is at the heart of everything it does. A spokesperson for the app said, “Since our launch last year, we have had a huge number of creators choose Moj as their favorite short video platform.”
Disclosure:
MX Player is owned by Times Internet Limited, which is part of the Times Group that publishes The Economic Times.