Indian short-video apps are making a play for Instagram influencers for exclusive content
Apps like MX TakaTak, Chingari and Moj — which quickly filled the gap left in the wake of
TikTok’s exit from India in June last year — are offering up to Rs 25 lakh per year to influencers with a follower count of 100,000 to 500,000.
“They have roped in multiple third-party agencies to do this,” said Praanesh Bhuvaneswar, founder and chief executive of influencer marketing platform Qoruz.
“They’re trying to buy out influencers via deals that comprise fixed payouts and performance variables. They are okay (in fact, push) if the influencers post on Instagram, but agreements would bar the creators from posting on other rival Indian social media platforms that are trying to tap Tier-II, Tier-III markets. Instagram is their primary fishing ground,” he said.
A marketer familiar with the trend corroborated this. Homegrown short-video apps do want Instagram influencers they are scouting to continue making Reels as that’s what made them popular in the first place.
“The main objective of the other platforms is that they should also use them to create exclusive content so that they can also get more traffic,” the marketer said on the condition of anonymity. “These platforms are not that big enough that the influencers will stop creating on Instagram. But for some content they could say, ‘first post on my platform’. So if they post content on the platform first and then on Instagram, some of the content could be with the platform’s logo or filters.”
Instagram did not respond to queries on whether its Indian rivals — MX TakaTak, Chingari and Moj — are making a play for influencers on its platform.
The photo and video sharing platform is increasing its user base in India faster than parent Facebook Inc., especially on the back of Instagram Reels that was
launched in India in the aftermath of the TikTok ban. In August and September, Instagram saw approximately 39.5 million installs from across the App Store and Google Play against Facebook’s 30.6 million installs, according to data from Sensor Tower.
Janhavi Parikh, business head at Times Internet’s MX TakaTak, said the platform has always stood for nurturing its existing creator community and bringing its users engaging videos by a host of influencers that exclusively continue to supply content to the platform.
They are identified from across multiple social media platforms based on certain criteria like demographics and content buckets they cater to that the app believes drives traffic on the app, she said.
“There lies a large and typically untapped audience base in the heartlands of India across Tier-II, Tier-III markets that MX TakaTak caters to, and hence Instagram isn’t necessarily the go-to platform to acquire talent for us as their content is far more urban in nature.”
Chingari, on the other hand, ties up with influencers based on their creative talent, engagement and social media reach, irrespective of the platform they belong to.
“We offer them a spectrum of opportunities, which can boost their potential to create more unique content,” CEO Sumit Ghosh said. “This attracts a wider base of existing and new creators towards Chingari.”
recently launched $GARI social token in an India first, and brought on board Bollywood actor Salman Khan as the brand ambassador of its marketplace for non fungible tokens.
Khan himself is jumping onto the NFT bandwagon with Bollycoin.
For Moj however, the creator community is at the heart of everything it does. “Since our launch last year, we’ve had a large number of creators choose Moj as their preferred short video platform,” a spokesperson for the app said.
MX Player is owned by Times Internet Ltd, part of the Times Group that publishes The Economic Times.