Top 5 Indian social platforms for brand marketers to explore this Festive season!
With the festive season around the corner, every community across the nation is gearing up for their festivals, even as the threat of Covid-19 looms large. Celebrations this year will happen amidst a flurry of safety steps.
Given the unprecedented times, the digital space is at advantage due to its unique proposition. Right from ecommerce to digital advertising, every consumer focused brand is betting high on digital platforms. While ecommerce platforms are bullish on festive sales, digital social platforms are seeing this opportunity as the leading medium for consumer outreach.
Due to the Indian government's Aatmanirbhar initiative, this year brands are exploring homegrown digital social platforms for effective outreach. Though there are limited social platforms, Adgully has attempted to put a list of top 5 Indian digital platforms for the brands to explore.
ShareChat is the largest Indian social media platform with 160 million monthly active users. It is possibly the only platform to connect with the Bharat audience from Tier 2 and Tier 3 cities. Even though it has a presence in Tier I cities, the platform is dominated by the language-first internet users from the regional geographies of the country. With diversified content across 15 languages, users on ShareChat hail from 1000+ cities in India.
Moj is the short video platform from ShareChat, catering a completely different market and audience. The platform is dominated by young audiences from the Tier I and Metro users. Moj was launched soon after the Indian government announced a ban on TikTok, citing security concerns. Within 3 months, the platform has clocked over 80 million monthly active users and has on board many former TikTok influencers like Junaid Malik, Abraz Khan, Beauty Khan, Arishfa Khan, and Piyanka Mongia among others.
Roposo is a short format from Glance, owned by internet major Inmobi. It has about 55 million monthly active users catering to 14 regional languages. They have recently rolled out monetization, and exploring possibilities to engage with brand outreach in the short video space. It has been one of the biggest endorsers of the Indian app ecosystem, and has been vocal about it even before Indian government put a ban on 59 Chinese apps including TikTok.
Josh is another short video platform by news aggregator Dailyhunt, resulting from the TikTok ban. It has been on its beta for a couple of months, before the platform recently officially went live with celebrity TikTokers like Faizu, Shadan Farooqui, Hasnain Khan and many more. The platform has been on a high marketing spree under the leadership of former Facebook India MD Umang Bedi. Though it has not shared much information about monthly active users, it claims to have 23+ million daily active users.
MX TakaTak is a short video platform and it has already garnered over 45 million monthly active users, since it was launched from a few weeks of TikTok ban. Recently, it has signed music sensation Badshah for its brand anthem. It has also got some prominent TikTok influencers like Gima Ashi on its platform, and going aggressive on creator onboarding.
While Roposo, Josh, TakaTak and Moj need to compete among themselves and also, with smaller players like Chingari, Mitron and Bolo Indya to establish its dominance for the short video space, ShareChat continues to enjoy its leadership in the regional geographies due to its unique proposition and high brand recall among native language users.