Indian social media apps quickly took advantage of their government’s ban on dozens of Chinese apps and, having racked up users, are now looking to monetize them.
Indian apps, such as Public, ShareChat, Chingari and Roposo, have partly filled the void created by the absence of TikTok and many others, but they have invested almost entirely to encourage downloads and build a base for monthly active users (MAU).
What they’re looking for now is a way to turn them into money, Pitch reports. They look at advertising-based revenue models, including banner and video ads, as well as push notification ads. Branded hashtags and related content are also under review.
As for the type of brands using these new platforms, Gautam Mehra, Chief Data & Product Officer, Dentu Asia Pacific (APAC) told Pitch: “It’s a mixed bag. But it’s clear that brands are coming to these apps from an engagement standpoint.
“Digital native companies like Oyo and Amazon are key advertisers for them. Nonetheless, compared to their overall media spending, spending on these platforms is still like a drop in the ocean. “
Return on investment is currently measured by flexible metrics such as engagement rate and CTR, he noted, adding that to be serious players this should be replaced by performance marketing based on KPIs, otherwise brands should aim for massive reach and become dominant. players.
Local apps have benefited from government bans and anti-Chinese sentiment, but not all Chinese brands are suffering, as the example of phone brands shows. To counter the atmosphere, a certain number have polished their reputation “Made in India”, Not reports.
And the fact that they’ve retained their market share is even simpler, according to N Chandramouli, CEO of TRA Research – the Indian consumer knows a good deal when a good deal presents itself, and a good deal draws it. outweighs all the rest.
“You have to understand the general state of mind of Indian consumers,” explains Chandramouli. “If a brand is able to provide great functionality and also offers the best price, an Indian buyer will prefer the combination of function and price to anti-Chinese sentiments. “
From Pitch; additional content by ARM staff