AI and ML-led personalisation is enhancing user engagement: Mousumi Mishra

Social media and technology have evolved tremendously over the last two decades. Now people are connected through social media wherever they go because everyone has a smartphone in their pocket or purse. On the flip side, social media is changing technology as well. Computer programmers are incorporating social media networking into their software programs. Business technology has become largely dependent on social media in more ways than one.

In this interview with Adgully, Mousumi Mishra, Head of Consumer Marketing, ShareChat and Moj, talks about the influence of technology in bringing about humongous change in digital space, the global growth of social media platforms dominated technology, short videos as the best mediums to grow as influencers, etc. Excerpts:

How has technology brought a humongous change in digital space?

Technology has significantly transformed the digital space, impacting all aspects of our lives. The Internet, social media, and messaging apps have made global connectivity instant and accessible to all. People can access any information they need at any time, thanks to affordable data. E-commerce platforms have made online shopping convenient, while AI has enabled businesses to make better decisions. The media and entertainment industry has also undergone significant changes due to the introduction of numerous streaming services and audio streaming platforms.

Social media platforms have become essential tools for content sharing, promotion and providing opportunities to millions of creators to monetise content. Virtual and augmented reality technologies have transformed gaming and live performances by providing immersive experiences. Personalisation of content through technology has enhanced user experiences and engagement. Moreover, the rise of user-generated content on platforms like Moj and ShareChat has given everyone an opportunity to create and share content online and connect with like-minded people. These transformations have altered how we consume, create, and interact with media and entertainment.

How has the global growth of social media platforms dominated technology?

Recent technological innovations have been largely driven by social media platforms and their use cases. One of the significant areas of focus has been AI and ML-led personalisation, where platforms strive to keep users engaged by catering to their dynamic interests. Sharechat and Moj are leading in building India’s largest AI-powered content ecosystem. Another area of focus has been using AR technology to create immersive user experiences for content consumption and content creation. The rise of social media has also spurred the development of mobile devices optimised for social media use, resulting in the proliferation of mobile apps and a shift towards mobile-first design.

What are the different aspects through which social media platforms are bringing technological change?

Social media platforms are at the forefront of using technology to bring about change in various aspects. One such technology is AI, which is used to analyse user data and provide personalised recommendations. By analysing user behaviour, interests, and preferences, AI algorithms can provide personalised content, ads, and recommendations to users. Additionally, social media platforms use AI to detect and remove spam, fake accounts, and inappropriate content.

Live streaming is another technology used by social media platforms to enable real-time interactions between users. With live streaming, users can broadcast live video content to their followers and engage with them in real-time. Social media platforms use live streaming for virtual events, Q&A sessions, and product launches.

How short videos are the best mediums to grow as influencers?

In today’s world, users seek quick entertainment while increasingly distracted by multiple screens. Short videos have become the most popular form of entertainment as attention spans continue to shrink. With audiences flocking towards short video apps, it’s only natural for influencers to follow suit. Apps like Moj make it easy to create content in one’s language and offer courses to upskill, making it simpler to start one’s journey as a creator. Furthermore, here are a few advantages of using short video apps:

Reach: Short video apps allow influencers to reach audiences worldwide. Since most short video content is language-agnostic, the videos find a larger audience and help with profile growth.

Collaboration: Short video apps provide excellent collaboration opportunities with fellow creators and brands. This provides new audience members with the chance to discover their content and also gives influencers the opportunity to learn from one another and monetise their content.

Trends: Short video apps offer hashtag challenges and AR-based filters for influencers to create trending videos and provide a fresh supply of content. These help creators come up with new ideas and help them expand their creative boundaries.

Flexibility: Short-form videos allow for a lot of flexibility for creators in terms of genres and presentation style. Creators can start by sharing their travel vlogs, their fitness journey, or promoting their business. The possibilities are endless.

What are the challenges faced by emerging content creators?

To become a successful creator, it is important to focus on your passion, explore different mediums, be open to experimenting, and have patience. However, there are constant challenges that creators face:

Content attribution: With content being shared publicly, it can take time to get credit for your original content. Many creators face the challenge of their videos being shared by other accounts, which often receive more likes and shares than their accounts.

Monetisation: Without a steady income, emerging creators may avoid exploring content creation as a full-time opportunity. This can impact the quality of their content and the amount of time they can invest in creating it. To address this, Moj has launched the Moj for creators programme, which offers performance-based monetisation options such as virtual gifting and brand collaborations, enabling creators to earn through their passion.

Learning opportunities: Content creation is a fairly new skill, and creators must learn on the go. While creators learn from the community, their learning curve is often limited to the creative processes they're exposed to. To help emerging creators, Moj has launched the Moj for Creators Academy, providing extensive learning opportunities and best practices for different genres of content creation.

How to approach tech better behind the camera?

To reap the benefits of building a loyal audience base, attracting brand collaborations and sponsorships, establishing expertise in a niche, and gaining greater satisfaction and fulfilment, it’s essential for content creators to stay current with the latest technology and tricks for creating high-quality content.

Using features to one’s advantage: Keeping up with the latest filters, lenses, and features can make a creator's life easier. Knowing about the latest features can help save time and effort in creating content. For example, using a green screen filter can replace the need for a physical green screen setup, allowing for greater flexibility in shooting locations for Moj creators.

Editing techniques: Having a good grasp of editing techniques is essential for creating effective short videos, as every second counts. Knowing how to handle entry, exit, and transition points can enhance the overall quality of the video, making it more concise and engaging.

Understand the visual elements: Knowing how to use visual elements effectively is crucial for creating high-quality content. Style and visual appeal play a key role in most content genres. A creator’s understanding of when to use tools such as tripods or gimbals and how to adjust lighting intensity can greatly enhance the overall quality of their video.