India’s social media apps are starting to think about making money

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Indian social media apps quickly took advantage of their government’s ban on dozens of Chinese apps and, having accumulated users, are now looking to monetize them.

Indian apps, such as Public, ShareChat, Chingari and Roposo, have filled some of the void created by the absence of TikTok and many others, but they have invested almost entirely in encouraging downloads and building a user base. monthly assets (MAU ).

What they are looking for now is a way to turn them into money, reports Pitch. They are investigating ad-based revenue models, including banner and video ads, as well as push notification ads. Branded hashtags and related content are also explored.

Regarding the type of brands using these new platforms, Gautam Mehra, chief data and product officer, dentsu Asia Pacific (APAC) told Pitch: “It’s a mixed bag. But clearly the brands come to these apps from an engagement perspective.

“Digital native companies like Oyo and Amazon are key advertisers for them. Nevertheless, relative to their overall media spend, spending on these platforms is still like a drop in the bucket.

ROI is currently measured by soft metrics such as engagement rate and CTR, he noted, adding that in order to be serious players, this should be replaced by performance-based marketing. KPIs otherwise brands should aim for massive reach and become dominant. players.

Local apps have benefited from government bans and anti-China sentiment, but not all Chinese brands are suffering, as the example of phone brands shows. To counter the mood, a number have rebranded as “Made in India”, reports Pitch.

And the fact that they have retained their market share is due to something simpler, according to N Chandramouli, CEO of TRA Research – the Indian consumer knows that a good deal comes along, and the draw of a good deal trumps everything else.

“You have to understand the general mindset of Indian consumers,” says Chandramouli. “If a brand is able to provide great functionality and also offers the best price, an Indian shopper will prefer the function-price combination over anti-Chinese sentiments.”

From Pitch; additional content by ARM staff

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