At the end of June, without warning, the Indian government announced a ban on 59 apps from China. The first to bear the brunt is tiktok. Three weeks later, many of the 1.2 million Indian short video content creators are still at a loss. According to industry data, the income of tiktok online celebrities in India is only about 20% of that in the past. I don’t know how long this sudden ban will last. For many Internet Celebrities, after seeing the reality, content production still needs to continue, even if it starts from scratch.
for other platforms, it’s a good opportunity to absorb traffic – the number of downloads from several local short video platforms in India has increased dramatically, and instagram has also taken the opportunity to launch the short video application reels India’s short video industry has begun a new round of shuffling.
“two years of short video career is over.” Said Kapila from the western Indian city of Surat. She has more than 10.6 million fans at tiktok and has yet to fully accept the fact that tiktok is banned in India. Over the past two years, she has been working full-time in short video production, figuring out tiktok’s various ways of playing, and has quit her job as a human resources supervisor.
sangeeta Jain, also known as geet on tiktok, has more than 10 million fans. Before becoming a full-time content creator, she was 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. In India’s sinking market, her inspirational videos and English learning videos have accumulated a large number of fans.
with tiktok ceasing operations in India, people like Kapila and Jain have lost not only content output platforms, but also thousands of loyal fans and sources of income. India’s 1.2 million tiktok content creators have no choice but to turn to rival apps or traditional content creation platforms such as YouTube.
“as soon as the ban came out, many of tiktok’s Internet Celebrities lost their jobs overnight, and they were shocked.” Said Khan, a partner at yaap, a MCN firm. “But the real impact of this depends on how long the ban will last. If the ban lasts for more than three to four months, it will have a significant impact on the Internet red industry. ”
Khan said that compared with the brand, the ban on tiktok is undoubtedly more severe. Content creators like Kapila urgently need to find a replacement for tiktok to move on, he said. Even if you do find one, you have to start accumulating fans all over again, and then open the way to cash as before. Khan admitted that they had to be prepared for a major blow, and that during the ban, revenues could only reach 20% of what they used to be.
before the ban was announced on June 29, India was tiktok’s largest market in the world, with 200 million active users per month. Short tiktok videos, 15 to 60 seconds in length, are particularly popular in second – and third tier cities in India, where millions of users are surfing the Internet for the first time on smartphones.
Kumar, co-founder and CEO of kalagato, a market intelligence platform, said: “in the past, some people didn’t use tiktok, but we didn’t think that tiktok would be used one day. People are addicted to tiktok because it has features that other platforms don’t have. If you look at it, you’ll find that tiktok’s user base is completely different from instagram’s. Tiktok fans like a different style of content and are used to another ecology, which is closer to their daily life and makes them feel more familiar. ”
with tiktok going deep into the vast hinterland of India – the Hindi speaking heartland and small towns, tiktok also spread the concept of online red culture at the macro level. Big brands take the increasingly popular tiktok as their favorite pastry, because this platform can easily reach grass-roots users.
according to the latest research by hype auditor, an online analysis company, about 12% of tiktok online celebrities in India have more than 100000 fans. The huge flow of fans provides opportunities for online celebrities to cooperate with brands and realize advertising. The study also shows that the average participation of online celebrities in India is 6% higher than the world average.
three weeks after the announcement of the blink of an eye ban, content creators like Kapila have been actively looking for alternatives to tiktok. “We should continue to create.” She said, “I haven’t joined any other platforms yet. In essence, I’m a content creator and I like to shoot conceptual videos. So my team and I are currently focused on youtube and instagram. ”
although Kapila says that there are similar platforms for outputting content, she also knows that this is not an easy task. “In 15 days, we can attract 30000 fans on youtube, but for a person who used to have 10 million fans, 30000 is too little. We have to start all over again It’s a nightmare. ”
Kapila believes that tiktok is easy to operate and easy to use, so it can be widely popular among content creators. She can complete video production on her mobile phone only by thinking about her own creativity. But for other platforms, she needs special editors and artists. But most importantly, according to her, tiktok gives everyone the opportunity to create content and transcend language and geographical barriers to become more popular.
“we’ve already tried it on many other platforms.” Said Jain, who started with Facebook. “However, none of these platforms has the natural soil of tiktok that can reach the audience. Of course, we can move to these platforms, but my fans are not here. They don’t use social media. ”
there are still some people who would rather quit than try new things. “I’m not going to join any other platforms,” said Naveen Ricky, who made the emotional video fire on tiktok. He has already accumulated more than 400000 fans on the platform.
it is undeniable that although the ban has brought opportunities for tiktok competitors to push their download volume to a new high, local applications in India, such as roboso, Chingari, Mitron and sharechat, still have to face the problems of user retention and whether they can continue to encourage users to create.
the short video track has always been lively. Facebook’s new instagram reels also wants a piece of the pie.
a spokesman for the MCN agency zefmo said: “it is difficult to predict the usage of instagram reels in India, but on the basis of instagram’s Internet popularity, it can be speculated that there may be a surge in the download volume of reels in the initial stage.”
Khan of yaap believes that if instagram wants reels to succeed in India, it needs to open up a separate application to compete with tiktok in India. “One of the main challenges for instagram reels is that it’s just a new feature in instagram and doesn’t create a single app to attract real traffic,” he said. In contrast, tiktok has its own rich content library and unique modules, such as hot tag challenges. Other platforms don’t have these yet, so maybe they can’t do personalized recommendation. ”
considering the audience coverage and cashing channels, many mature online celebrities are seriously considering joining YouTube. “With the same number of fans, online celebrities make more money on youtube and instagram than they do on tiktok. The premise is that their content is compelling enough to stand out. ” Khan said.
regarding tiktok’s current situation, PRASANTH sugathan, SFLC’s legal director, explained: “tiktok can certainly challenge the injunction in court.” However, tiktok’s parent company, byte hop, is working with the government to address these issues and has not yet sought legal means.
recently, the Ministry of information technology asked byte skipping to answer 77 questions about tiktok, including whether to review the contents, whether to represent the Chinese government, and lobby for online celebrities.
in the face of these questions, byte skipping needs to be answered within three weeks. However, compared with these problems, internationalization process is pressed pause key byte jump, need to consider more problems at present.