While India banned many Chinese Apps on privacy & security concerns, it is unknown as to when they would get a go ahead to return to the App Stores in India. However, within a day or two of the same, we saw a lot of buzz around homegrown apps showing the way for creators coming in like Roposo, Chingari, Mitron, Moj and many more. Zee group is also expected to launch a short video app HiPi shortly.
Interestingly, a report by Economic Times shows that only around top 100 creators on Tik Tok out of 611 mn downloads in India, manage to earn a decent money. On youtube and Instagram, top 10,000 artists earn money. Authors, Shephali Bhatt & Sanghamitra Kar who researched on the same said that a Tik Toker has to achieve a follower count of 10mn as compared to a youtuber who can do with a 5-6 mn view count to be a Category A- influencer. Similarly, a category A influencer (in humour category) earns upwards of INR 25 lakhs on Youtube, INR 5 lakhs on Instagram and 3-4 lakhs on Tik Tok. Credibility and original content has this been a genuine concern for Tik Tok which has been working around by creating a more credible perception. It has been creating such a perception by further opening local offices, appointing ex. Walt-Disney Executive Kevin Mayer as it’s CEO during the American hustle after the global backlash, or creating its own ad-network and now distancing itself from Beijing by mentioning that their user data is stored in Singapore and the app was never available in China. the CEO has also assured the 2000 employees in India that the app is working with the authorities and doing everything to build trust.
All this gives us a takeaway; original content and credibility always commands more respect in the eyes of the audiences, brands and creators. Hence, many apps like One Page Spotlight which is more privacy focused and other apps like PlatformforArtists, ArtKhoj and more are seeing a genuine traction with the Creator community as these platform’s have the ability to ensure that creators command a higher revenue and credibility in the minds of the fraternity, brands and audiences while the other apps which are planning to scale up staff from 200-10,000 will have a challenge to bring in a revenue model and should not be participants in a fad.
The above mentioned story is reprinted from LinkedIn with the rights of the author. The words and thoughts of this article solely belong to the author.
