At the end of June, the Indian government issued a paper ban without warning, announcing a ban on 59 apps from China. First of all, TikTok. Three weeks on, many of India’s 1.2 million short video content creators are still at a loss. Several in the industry estimate that the current Indian TikTok network of famous people’s income is only about 20% of the past. The sudden tide of bans does not know how long it will last. For many internet-based people, after seeing the reality, content production will continue, even if a different platform starts from scratch.
For other platforms, now is a good time to absorb traffic – multiple local short video platformdownloads have soared, And Instagram has taken the opportunity to launch the short video app Reels… A new reshuffle of India’s short video industry has begun.
Eighty per cent of revenue snares.
“Two years of short video career is over.” Kapila, from the western Indian city of Surat, said. With more than 10.6 million followers at TikTok, she has not yet fully accepted the reality that TikTok is banned in India. For the past two years, she has worked full-time in short video production, figuring out the various ways TikTok plays, and has quit her job as a human resources executive.
Sangeeta Jain, also a red man on TikTok, nicknamed Geet, has more than 10 million followers. Prior to becoming a full-time content creator, she worked as a practicing lawyer in the United States. Geet, who was confined to a wheelchair because of the accident, created videos simultaneously on three video platforms, and in India’s sinking market, her inspirational videos and English-language videos have gathered a legion of fans.
Sangeeta Jain, on TikTok, is an English video teaching network celebrity Geet.
With TikTok’s operations in India, people like Kapila and Jain have lost not only their content-output platforms, but thousands of loyal fans and revenue streams. India’s 1.2 million TikTok content creators have no choice but to switch to rival apps or traditional content creation platforms such as YouTube.
“As soon as the ban came out, many of TikTok’s online celebrities lost their jobs overnight, and were in a state of consternation.” Khan, a partner at Yaap, an MCN agency, said. “But the real impact of this depends on how long the ban lasts. If the ban lasts for more than three to four months, it will have a significant impact on the online celebrity industry. “
Khan said the ban would undoubtedly hit TikTok’s online celebrities harder than brands. Content creators like Kapila urgently need to find alternatives to TikTok to move on, he said. Even if you do find one, you’ll have to start building up fans again and then, as before, open the way to realisation. Khan admits they must be prepared for a major blow, with incomelike lying as high as 20 per cent during the ban.
Fans are gone, and content creation is still going on.
Before the June 29 ban, India was The World’s largest market for TikTok, with 200m monthly active users. TikTok short videos, which are 15 to 60 seconds long, are particularly popular in India’s second- and third-tier cities, where millions of users use their smartphones for the first time.
Kumar, co-founder and chief executive of Kalagato, a market intelligence platform, said: “There used to be people who didn’t use TikTok, and everyone was afraid, never thinking that one day TikTok would be useless. People are addicted to TikTok because it has features that other platforms don’t have. If you look, you’ll see that TikTok’s user base is completely different from Instagram. TikTok’s fans like another style, and the habit is another kind of ecology, which is closer to their daily routine and makes them feel more familiar. “
As TikTok reaches into India’s vast hinterland, the Heartland of Hindi and small towns, it also spreads the concept of online celebrity culture at the macro level. Big brands see the increasingly popular TikTok as a fragrance because the platform makes it easy for them to reach grassroots users.
About 12 percent of India’s TikTok internet celebrities have more than 100,000 followers, according to a new study by hype auditor, an online celebrity analytics firm. The huge fan traffic provides network celebrities with the opportunity to collaborate with brands and monetise advertising. The study also showed that the average participation of Indian online celebrities was 6 per cent higher than the world average.
Three weeks after the ban was announced, content creators like Kapila are already actively looking beyond TikTok for alternatives. “It’s still about going on.” “I haven’t joined any other platform, essentially, I’m a content creator, and I like to make some conceptual videos,” she says. So my team and I are now focusing on YouTube and Instagram. “
Although Kapila says there are similar platforms to output, she knows it won’t be easy. “In 15 days, we can attract 30,000 followers on YouTube, but for someone who used to have 10 million followers, 30,000 is too little. We have to start all over again… It’s a nightmare. “
According to Kapila, TikTok is simple and easy to get used to, making it so popular with content creators that she needs to create videos on her phone. But for other platforms, she needs specialized editors and art designs. But most of all, according to her, TikTok gives everyone the opportunity to create content and transcends language and geography barriers to become popular on a wider scale.
After the ban was issued, The Indian short video app Ropso was downloaded more than 75 million times.
“We’ve started experimenting on many other platforms.” Jain, who started creating with Facebook, says. “But none of these platforms have the natural soil of TikTok that can reach the audience. Of course, we can migrate to these platforms, but my fans aren’t here, they don’t use these social media. “
Others would rather opt out than try new things. “I’m not going to join any other platforms,” says Naveen Ricky, who created the emotional video on TikTok. He has previously amassed more than 400,000 followers on the platform.
When the short video shuffle is under way.
Undeniably, while the ban presents a chance for TikTok’s competitors to push downloads to new highs, local applications such as Roposo, Chingari, Mitron and ShareChat still have to deal with user retention and the sustainability of user creation.
The short video track has always been lively. Facebook’s new Instagram reels also want a piece of the pie.
Like TikTok, Instagram Reels allows users to record and edit 15-second videos.
A spokesman for ZEFmo, an MCN agency, said: “It is difficult to predict the use of Instagram Reels in India, but based on Instagram’s existing online celebrities, it is conceivable that there may be a surge in Reels downloads in the initial phase. “
If Instagram wants Reels to succeed in India, says Khan, a single app, needs to be created to compete with TikTok in India. “One of the main challenges for Instagram is that it’s just a new feature in Instagram and doesn’t create a separate app to attract real traffic,” he said. By contrast, TikTok has its own rich content library and its own unique modules, such as the Popular Label Challenge. Other platforms don’t have these now, and there may be no way to personalize recommendations. “
Given the reach audience and the way to cash out, many well-established online celebrities are also seriously considering joining YouTube. “With a similar number of fans, online names earn more on YouTube and Instagram than they do on TikTok. The premise is that their content is attractive enough to stand out. Khan said.
As for TikTok’s current situation, SFLC legal director Prasanth Sugan explained: “TikTok can certainly challenge the injunction in court. However, Byte Dance, the parent company of TikTok, is working with the government to resolve these issues and has not yet sought legal avenues.
Recently, the Information Technology Department asked Byte Dance to answer 77 questions about TikTok, including whether to censor content, whether to represent the Chinese government, lobbying online celebrities and so on.
In the face of these questions, Byte Dance needs to respond within three weeks. However, compared to these issues, the internationalization process is pressed to pause by ByteDance now need to consider more challenges, is bound to be more difficult.