Another migration

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Another migration

Thursday, 02 July 2020 | Team Viva

Another migration

Experts suggest that the TikTok ban will boost chances of similar apps as for its users and influencers, it’s about talent and not the platform, says Team Viva

There’s no denying that the TikTok ban in India will hit ByteDance the hardest. However, the decision has also left various content creators wondering about their future and careers. The short-form video making and sharing platform garnered more than 200 million users of the app and identified India as its largest international market. During its brief ban in 2019, the company had missed out on half a million dollars a day of revenue. Well, the app indeed gave rise to a whole new breed of celebrities in the country — the TikTok stars! But now what?

While some brands also came up with innovative ad campaigns on the platform, there are several people who found stardom and a possible career through it. Experts say that the ban will put a lot of things on hold. Nidhi Kumar, 24, has 1,30,000 followers on Instagram but 1.2 million on TikTok. The dancer posts around six videos on TikTok everyday, which typically receives half a million views cumulatively. She had earlier said, “The way you can reach the masses with TikTok is next level.” Kumar gets up to 40 per cent of her income from social media via TikTok, and second from Instagram.

TikTok influencer Vaishnavi Naik (@beingnavi) who has over six million followers on TikTok yesterday posted on her Instagram, “As you all know, TikTok is banned, will be posting my content here. Need your support.”

Another user, Arman Rathod, a Gujarat-based car cleaner, said that TikTok was his “one-way ticket” to unexpected stardom as it allowed him to pursue his lifelong dream of becoming a dancer.

Some of the popular content creators on the app also have a significant presence on other social media apps such as Instagram or YouTube. However, those “who did not diversify will feel the heat,” said Ashutosh Harbola, founder and CEO of influencer-marketing firm, Buzzoka, earlier. Shamsuddin Jasani, Group MD, Isobar South Asia, told a national daily, “We don’t know how long this ban is going to last for. But if it lasts for a few months, it is certainly going to have a big effect on the curated video space. And YouTube will be for sure the big gainer as well as other Indian apps in the space.”

While these influencers are thankful to have got a platform to showcase their skills, many said the sole reason for their popularity is their talent. If not on TikTok, they will use some other platform to showcase their talent as it has been garnering “decent views”. A few other Indian apps that are similar to TikTok and its interface are Mitron App, Bolo Indya, Roposo App, Dubsmash and Chingari.

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