Short video platforms: The metaverse of cultures


The genre of short video apps has created a large user base in a short time. The unprecedented pandemic followed by the banning of TikTok in India acted as a catalyst for the sector. According to a RedSeer Consulting report released in 2021, Indian abbreviated apps managed to retain 67% of TikTok users and onboarded around 30-35% of new users in the past year. These platforms have created a new niche called “micro-influencers” coming from metros to Tier 2 and Tier 3 cities.

In today’s fast-paced world, short-form video platforms provide users and creators with an immersive experience and ample stimulation. People all over the world are hooked on these platforms to promote their brands, forums, ideas and dreams. According to a study by Bain and Company, most users of short video platforms are under 25 years old and 20-25% are between 25 and 35 years old. Given such a user base of Gen Z and Millennials, short video platforms such as MX Takatak, Moj, Chingari, Tiki, Josh, etc., have the potential to drive the young generation of the country.

With the immense power of the content they hold, these platforms have become a place to restore, archive and showcase local cultures and traditions. In a unique digital cooking contest, one of the largest short video app platforms recently gave its users the chance to showcase traditional delicacies from their states and win the title of “ minister of cuisine” of this state. The short video app platform recognized how Indians turned into chiefs during the lockdown and created a challenge to honor those chiefs at home.

India is a land of many cultures and traditions. From the epic tales of the Ramayana to the sacred verses of the Bible, it is interesting to note how all the ancient stories and folklore speak of virtues and goodness. Through various campaigns, these short video apps not only try to embrace talents but also help promote values ​​of empathy and caring among their users. One such campaign launched at the height of the Covid pandemic showed how goodness still resides within everyone. As part of this initiative, the community associated with the platform has donated more than twenty-five thousand meals and five thousand face masks to disadvantaged people in Maharashtra and Delhi.

Besides these special campaigns, short video platforms also deliver conversations and topical content on Yoga, Republic Day, Independence Day, Dance Day, Diwali and Christmas, facilitating an inclusive atmosphere. and secular for its creators and users. India is a blend of many cultures molded and honed with a rich heritage and short video apps are using ever more creative ways to promote India’s vibrant culture.

Social media platforms such as Facebook and Instagram focus on mainstream content related to Bollywood and Hollywood. However, short video apps have managed to dispel this notion and have focused on content based on regional talent. These platforms have bridged the gap between mainstream content and culturally rich content.

Short video apps have a pool of talent that can be skilled and shaped to create a better future. Having roots even in Tier 2-3 markets, these short video apps find synergy with the government’s vision to use India’s vast demographic dividend to create opportunity. These platforms can be leveraged to educate young people about our culture-driven country. For example, ancient knowledge about tribal culture and practices can be promoted on these platforms, educating the youth and bringing the marginalized community to the mainstream.

The possibilities for short video apps in India are endless. The atmosphere of inclusivity and uniqueness created by these platforms should be leveraged to achieve the larger goal of making India a talent hub.



The opinions expressed above are those of the author.



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