How short-form content can make a big impact


The content ecosystem is expanding rapidly in India, and platforms need to improve the quality, quantity, and variety of their content. Next-gen users want videos that break away from routine material.

Rasode mein kaun tha, a 57-second video that gave a musical twist to a dialogue from a TV show, has made Yashraj Mukhate, 25, an overnight internet sensation. Like him, Saloni Gaur, 21, who plays the fictional character Nazma Aapi and lampoons celebrities or takes a satirical look at current affairs, has become a household name. Meanwhile, Eshna Kutty, a 21-year-old dancer, has become all the rage with her hula-hooping-in-sari videos.

Mukhate, who hails from Aurangabad; Gaur, originally from Bulandshahr; and Kutty, who is based in Delhi, are the young faces epitomising the phenomenal success that short videos can script. Like them, there are millions of content creators across India churning out short videos every day in the hope of making them go viral and becoming the next big thing.

These creators are the driving force behind the content revolution in the country. With over 5 billion views every month, India, says a report by Digital Uncovered, has become one of the biggest consumers of videos in the world today.

Snackable content

Much of this consumption is being driven by a shift towards snackable, personalised content that grabs the short attention span of users. The Indian market for short-form video content has grown sharply from 20 million users in FY16 to 180 million users in FY20, according to data from RedSeer Consulting. Chinese app TikTok was one of the driving contributors of this trend. Before it was banned in June 2020, the app had amassed 200 million+ Indian users, and spawned more than 200,000 influencers.

Soon after TikTok’s departure, several Indian players moved in to fill the void. With an accelerated focus on product, tech and marketing, Josh, Moj and MXTakatak have successfully brought back 97 percent of the TikTok’s user base, says RedSeer. International players with in-app short video offerings, such as Insta Reels and YouTube Shorts, have also made a splash.

Overall, the content creator community has grown to 45 million—i.e., 2x its strength in the TikTok era—and 50 million posts are being created per day across platforms, according to the RedSeer data. And yet, this is just a speck in the country’s content creation ecosystem, which is waiting to explode in a market that is projected to grow to 580 million by 2025.

Of consumers, creators, and advertisers

Short-form content platforms have three key stakeholders: consumers, creators and advertisers. Creators depend on consumers to become their followers and increase their popularity, while consumers look forward to original and entertaining content from the creators. Many of the hugely followed creators become influencersInfluencers can influence purchase decisions of brands through their content—an opportunity advertisers leverage, generating an immense opportunity for Influencer marketing on these platforms.

According to data from Avendus Capital, investments in the digital content space have doubled to $900 million in 2020 from around $400 million in the previous year and are likely to cross $1.5 billion in 2021.

With a great number of next-gen internet users adopting the platforms, the consumer base is growing fast, motivating creators to increase the quantum and originality of content. To further the cause, platforms are diverting their focus and funds towards grooming, spotlight, and content creation programmes—Josh’s World Famous, Moj’s Creators Program and MXTakaTak’s Launchpad are proof of the pudding.

Platforms are working closely with creators to empower them with the right tools to accelerate their journey towards becoming influencers. The growth of the influencer community is attracting more advertisers to the platform. Truly, the flywheel has been set in motion, spurring the growth of the ecosystem, and opening several prospects for its players.

Identifying opportunities amid the gaps

While the video apps are thriving, when it comes to active users and downloads, their success is also measured based on engagement indicators such as the number of sessions and session time. It will be imperative for the platforms to sustain their engagement by improving the quality, quantity, and variety of content. Next-gen users, who are spoilt for choice, will want differentiated and unique content that breaks away from traditional categories such as comedy, dance and lip-syncing, and that steers towards specialised genres such as lifestyle, fitness, and tech.

Platforms could benefit from being early birds in onboarding, identifying, and grooming influencers at the start of their journey. This will help them regulate the quality of content being created and build a brand identity in the process. It will also enable the platforms to create trusting relations between users and influencers, and in turn enhance the monetary prospects of influencers.

Another opportunity lies in building creator-education platforms. Talent hunts initiated by platforms are sporadic and benefit a few. The need of the hour is a sustained approach towards content creation that will maintain the supply-demand balance. A formal learning platform could fill the void in the current ecosystem, where a vast majority of content creators either self-learn or emulate their favourite influencers. Such platforms can enable users to become creators, and creators to chart their journeys to influencer fame.

Learning opportunities can include basic aspects such as storyboarding, scripting, and editing to advance concepts such as understanding user-engagement analytics and revenue models. Mentorship by successful influencers and experts, as well as peer-to-peer groups, can greatly benefit the burgeoning creator community, which is likely to cross 100 million over the next five years.

The domestic short-form User-Generated Content market is here to stay and poised to take giant strides towards global success. Identifying unique opportunities to nurture its stakeholders will accelerate success and enhance the monetisation potential of the entire ecosystem.


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Inspiring Journey of Rajasthan’s Deependra Singh Shekhawat From Monthly Salaries to Founder of Fifteen Crore Turnovers Company

Inspiring Journey of Rajasthan’s Deependra Singh Shekhawat From Monthly Salaries to Founder of Fifteen Crore Turnovers Company

Guy Kawasaki has rightly said that pursuing your passions makes you more interesting, and interesting people are enchanting. Passion is an underrated term as people believe more in hard work and dedication. We often forget that passion is what guides us to success. Deependra Singh Shekhawat is one of the few who proved that hurdles are hidden opportunities, and when utilized appropriately, they will lead you to victory.

Deependra Singh Shekhawat, being the son of a farmer, has the background of a middle-class family. He belongs to a small village of Udaipurwati, district Jhunjhunu of Rajasthan. However, his status never deterred him from dreaming. Dreams full of his passion gave him the strength to fight the battles in his life. After graduation, he initially started from a regular job. However, he was not content with his occupation. He sensed stagnancy in his career. Soon, he started thinking and strategizing about business. This thought process led him to join a renewable energy company, Adani Renewable Energy, to learn about business as the next step in his professional journey. From then on, there was no stopping him; he was on a roll. In 2015, he established Vertex Solution Company and became one of the top vendors of Adani Solar Energy. He went the extra mile by working with India’s well-known renewable energy organizations as Avada Sola, Tata Solar, O2 Power, and many more.

Deependra says that his passion for renewable energy spawns from the fact that renewable energy is one of the significant contributors to boosting the country’s economy and generating jobs. He further adds that adopting renewable sources of energy is a healthier option. He claims it is high time we start living peacefully with nature for the sanity of itself and humankind. Additionally, he has provided with job opportunities for the youth of his village Sarai and has become the Youth icon of Rajasthan. Despite belonging to a middle-class family, he left no stones unturned to achieve success and rose from the bottom of the pit to flying like an eagle. From having big dreams to making others’ dreams come true, he has come a long way.

His journey is inspiring hundreds and thousands of youngsters of middle-class families throughout the country. People are burning with passion after witnessing the change in his life. His life journey is constantly changing the lives of many for the best. He is igniting the fire of eagerness for victory in them.

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Recruitment Mantra to introduce its new job portal MyhireIndia for a seamless recruitment process

Recruitment Mantra to introduce its new job portal MyhireIndia for a seamless recruitment process

India witnessed massive downfall in the employment rate in the year 2020. Not only have the youth been denied equal job opportunities, but some of the upcoming job trends have also failed the modern age individuals.

Today, job sites are the most widely used portals used by individuals across the globe to find the right job that meets the qualification requirements. Every job is one search away. These portals have transformed the recruitment process to provide seamless and unified  experience to individuals.

Crediting the same, Recruitment Mantra is going to introduce their own job portal named to enable recruiters and individuals find the best job as per their requirement. The portal will enable employers to post unlimited jobs in this portal and hire the right talented candidates as per their requirements at free of cost. Jobseekers can register and upload their CV in this portal free of cost and can also search and apply for unlimited job openings through this portal.

Emerging as one of the best job sites in India that acts as a bridge between recruiters and job seekers, the platform has uniquely been curated to serve as a comprehensive for both students and young professionals looking for employment opportunities in their preferred location.

As one of the best job portals in India, MyhireIndia allows its users to search for either internship or job opportunities within a few clicks. The company review section enables the users to go through the reviews from the companies registered on the platform to get a glimpse of the work-life at the firm behind the curtain.

  • Keyword search: The keyword search function available on job search sites allows users to look for his/her preferred jobs in a single-click just by typing in the job keyword like retail jobs, media, pharmacy job, etc. on the keyword search bar.
  • User-friendly interface: The job site is developed for the key purpose of making job searches easier for its users. A user-friendly interface allows users to browse through job opportunities in his/her preferred areas of life without losing his/her focus in doing the same.
  • Options to filter preferences: The filters available on the job site allow users to filter out their job preferences exactly according to their needs and requirements. You can filter out your job search with your location, salary, job type, and other preferences.
  • Easy application process: If a job site has a complicated application option for jobs, it will automatically receive backlash for its services. The platform serves an easy application option to users, allowing them to apply for jobs within minutes.


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