While 2020 saw a lot of pauses in many sectors and industry, it was the short video platforms which emerged as the fastest growing segment. The rise in the consumption of content in 2020 was also the rise of innovation and creativity. Short video app exponential growth was gaining in popularity along with social platforms.
Chingari Witnessed over 45Mn+ downloads, also being the platform with the highest engagement rate in the country, ahead of the likes of SnapChat and Facebook and other local competitors. Each Milestone of Chingari has been a trend setter in short video format platforms.
With so many options of where, how, and when people view videos, the game was on for every short video app to showcase their uniqueness for consumers because content consumption was peaking.
Video consumption is more ubiquitous than ever, We’ve seen creators of all kinds — school teachers, exercise instructors, entertainers, student’s artist, celebs, and more adopt a video-first strategy in 2020. The new normal which was observed, work-from-home, didn’t bring stop to the creativity.
Strategies & Partnerships
Introducing special features to having association & alliances to keep up the engagement and retention. from rewarding the creator to the consumer, from different genres, languages were definitely an interesting challenge to keep up. Exploring new partnership’s & alliances like NH Studio movies for the audience, music lovers had a flavor of international labels with Thrace Music, special treat with Dance with Madhuri, Chingari was all set to entertain its audience with plethora of content with the latest onboard HoiChoi.
Having said that, Chingari also inked a licensing agreement with T-Series, that holds 75% of the music in India.
Go-To-Platform Short Video Apps
Short Video app has become everyone’s go to platform for all events, movies, web series promotions, and other special occasion celebrations. short video app also emerged as the platform which garnered a lot of attention from B Town- exploring the platform to showcase their Fun to Fitness, Work to Workout videos. So overwhelming was the response to this promotion that an increase in the installs and app download were noticed.
Breaking the Language Barrier
Enabling affordable access and information for every Indian in their own language, whether it’s Hindi, Marathi, Tamil, Bengali Punjabi or any other”. “Still too many Indians have trouble finding content to read or services they can use confidently, in their own language. particularly at a time like this when the internet is the lifeline of so many people.
Consumer Content
The surge in the content usage and with brands stepping in there will be targeting & boosting of videos reaching out to its audience for consumption. Based on the viewing pattern videos will reach the viewers they want to watch to maximize long-term engagement and satisfaction.
The Future
while it was a long-overdue change of scene for the short-video app, — but it’s here stay now, India Ka Naya TV. Video content, no matter the platform or format, is going to be big in 2021.