Advertising brands associated with the video-sharing apps play a waiting game and are not much rigid in terms of livelihood
The banning of 59 Chinese social media apps, by the Government of India as a threat to data privacy and security, various Indian alternatives of these apps have emerged. Short video apps like Roposo, Chingari, BoxEngage crossed more than 60 million downloads mark in a much lesser time after the official TikTok ban.
Giants like Zee5 have launched their own video sharing platform HiPi. Similarly, Facebook-owned Instagram came out with Reels. But, as a matter of fact, the number of views and shares on these apps is not at par with the earlier Chinese version. As a result, various brands are reluctant for their endorsement, on the novel Indian apps. In terms of livelihood, they can’t be considered as a rigid source of income.
Apps like Tiktok, Helo curtailed the advertising costs to a company significantly. It proved a soft corner both for the startups and the established brands alike. Even with a limited budget, it offered options like customized ads, influencer outreach, home screen ads etc. Brands like OYO, Pantaloons utilized it with much success in terms of revenue generation. But, the current scenario of the Indian apps has been put under review for the companies to pursue advertisements.
At a much lower cost than charged by celebrities, social media influencers on TikTok had a much greater outreach in smaller towns.
However, after a span of time and with few interface improvements, one may expect a similar layout of the Indian apps which could be professed as a livelihood option.