![]() “Our goal is to have a big global celebrity come out of India, out of its small towns. ![]() “What has really defined the last two years for us is the explosive growth of Reels on Instagram,” Ajit Mohan, Meta’s India chief, said in an interview at the company’s sprawling headquarters on the outskirts of New Delhi. Google, whose YouTube is closing in on half a billion Indian users, introduced a TikTok copycat service immediately after the ban, but its local strategy also includes funding and grooming four of the biggest homegrown clones: InMobi’s Roposo, DailyHunt’s Josh and ShareChat’s Moj and MX Takatak. Meta, which already counts India as its biggest Instagram user base with about 400 million, wants to turn its Reels short-video offering into a direct TikTok replacement and is beefing it up with comparable recommendation algorithms. To them, India represents the best growth potential for online video on the planet - and the field is wide open. Far from blunting the growth of social video, TikTok’s abrupt withdrawal has supercharged the segment. That gave the impetus for Google’s YouTube Shorts service as well as Moj and a slew of other contenders to fill the void. The global leader in short video was swept up in a purge of Chinese apps by India after a violent border clash two years ago. He barely missed a beat: his fan base has ballooned to 3.4 million and the content creator still plugs products from Xiaomi phones to Diageo whiskey.īhardwaj’s smooth transition highlights the opportunity presented by TikTok’s banishment from the world’s fastest-growing mobile arena. The 30-year-old from small-town India defected to Moj, one of several Google-backed TikTok clones that sprouted after New Delhi banned the app from China’s ByteDance Ltd.’s in 2020. Prateek Bhardwaj broke out as a social media star on TikTok’s short-video platform, drawing in close to a million followers and a slew of big-brand endorsements.
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