Future of TikTok In India: What Will Happen To The Content Creators and Brands?

Jul 02, 2020

On 28 June 2020 India has declared a ban on 59 Chinese apps including TikTok, we are not here to discuss the reason behind the decision but what will be the future of TikTokers in India. As a leading influencer marketing platform in India, we are a concern for those TikTokers and influencers who were famous in that platform as well as for those brands who have invested a hefty amount for their promotion.

Before digging deep into the matter, let's see what some of the famous Tick stars have to say about it:

Geet: Famous Indian TikTok Star On The Ban of TikTok

Geet has more than 10 million followers on her TikTok channels; she informed the news source that she had taken aback when she heard the news of India banned TikTok together with other famous Chinese apps including Shein, Shareit, etc.

Geet is a former lawyer and one of the most promising TikTok stars; she is famous for teaching American English and giving some interesting advice on relationship goals. She has three channels on TikTok where since last year she has uploaded 15 videos to her account every day. One of the interesting parts of her videos in the timing all is between 20 to 30 seconds. She usually used to shoot on her smartphone, along with a professional camera. She said she used to make 120 videos a day to make sure her viewers don't get out of content. The scripting and editing was all her responsibility.

"I was completely taken off guard when the news arrived. I mean, this is my life now. It's my full-time job," she told the news channel. One of her followers asked, "How can I learn English any more?". While another wrote, "Who will motivate me now?" TikTok has some 200 million active Indian users fuelled by cheap entertainment and the attention of the young population. The videos are funny, short, sharable often catering to the need of young people. They attract users by using filters, sounds, lip-sync, challenges, yoga lessons, often talking about mental health, etc. However, there are videos of hate speech, risky stunts, flaunts, etc. Some gangsters were arrested last year for recording and showcasing their lifestyle to the audience.

According to mental health experts, TikTok was a way out for many underrepresented people In India. No matter the look and personality TikTok provide opportunities for everyone. Needless to mention there are many talented personalities who spent hours educating and sharing valuable perspectives to the audience. 

If we talk about Geet, for example, she was born in India, raised in Seattle, never imagined a life spending on making videos for TikTok. Both her parents are involved in social work; she has studied engineering and used to work in a law firm. Then she moved to Delhi with her parent. She used to visit slum areas to educate people until February 2019, when she opens her TikTok account. "TikTok is an extension of what I used to do. Now with a single video message I can reach out to many more people and try to help them," she said.

She further says many of her clients are young and optimistic; they are very enthusiastic about learning American English, she has dedicated one of her TikTok account teaching that using instructions in the Hindi language. "All this is supposed to be snappy, fun and educative," she says. Naturally, when India bans TitTok all her Indian viewers got disappointed, in this lockdown she used to inspire her audience by providing various mental health issues, to not only keep her followers engaged but also educated. She is quite concerned about her followers, for she said: "Don't worry. Don't lose courage. Let's wait. We think the issue will be resolved and we will meet again. Don't lose hope and don't do anything drastic."

The Future of Content Creators and Brands

TikTok has created a new set of content creators with its new trends where within 15 seconds, you can entertain your audience and become famous. Now with the ban on TikTok, the question is what will happen to them? Now, what will happen to those 200 million users of India?

Barkha Vyas a TikTok influencer said she worked very hard to get 40,000 followers on TikTok, she used to spend hours on making trending videos to entertain her followers. She was basically creating content around various make-up looks, skincare tips, etc. Now Barkha and others have to look for other social media platforms. The situation is more or less the same for other TikTokers as well. According to market reports, in this lockdown influencers have reduced their charges as brands are not interested in spending more on marketing. Famous influencers who used to earn a hefty amount on TikTok now have to move to Instagram or similar social media platforms. So, from the content creator's point of view, the impact will be more substantial. she further said TikTok had given a voice to millions from generating multi-dimensional content which is more diversified compared to other social media platforms. Besides getting followers was easier on TikTok compared to Facebook, Instagram, YouTube, and Twitter, which attracted even more.

According to various other influencers marketing platform, this is the perfect opportunity for Indian apps to take the void space. Content creators who are diversified, i.e. share a strong presence on multiple social media platforms are in a better place than the TikTokers. InfluGlue has asked various content creators about their next plan, for example, Content creator Namrata said she has been creating content on various social media platforms including TikTok but that it has banned in India they will focus more on Instagram and YouTube. While Nigeria Jain, a 23-year-old TikTok influencer said: "talent makes our star, not TikTok". She has 2.8 million followers on TikTok and was earning more than 30,000 a month, but clearly, she is not complaining about the government ban. She believes she can easily switch to other social media platforms to showcase her talent.

What about Brands?

Brands and advertisers who were endorsing their products on TikToks now have to look for other similar platforms. Needless to mention, the options are not vast, either they have to promote on YouTube or Instagram together with Facebook and some other apps. Because of the easy to make content egged by millions of GenZ viewers (18-22), TikTok was the top three apps to promote products in India.

Viewers who have TikTok, Instagram, and Facebook profiles tended to spend more time on TikTok. For brands, it was easier to access to the huge mass of Tier-I and Tier-III. According to the market report brands like P&G, Coke, Pepsi, etc. will get the most impact as they have started using TikTok in the Tier-II and III markets. Brands like Nivea and Dettol have also started their promotional campaigns on TikTok which has got over 9 million views. With the rapid emergence of TikTok, brands were moving out of mega influencers on YouTube as well as micro-influencers on Instagram. Though according to a recent market report, it been discovered instead of the huge popularity, brands only spend 10-15% of their marketing budget on TikTok.

Consumers' loss

Sandip Kar, the founder of InfluGlue, said: "I was talking to my driver the other day and asked him what he likes to watch to keep him entertained. Guess what his reply was? TikTok! He spends hours watching the lip-sync and other entertaining content on TikTok, so from consumers' point of view it's apparently a loss, especially in the Indian market". However, the conversation has taken place before the lockdown. He further added, "But there are many replacements of TikTok, now Indian apps should start leveraging the power of influencers after TikTok has set its example".

What About Influencer Marketing?

As long as there will be social media platforms the concept of influencer marketing will exist, as a leading influencer marketing company in India, we are getting multiple new queries each day, so we are pretty confident about getting more influencer marketing project in upcoming days. We have to stand by the government's decision. Instagram, Facebook, Twitter, and other apps are there where brands can easily promote their products with the power of influencers.

As long as there will be social media platforms the concept of influencer marketing will exist, as a leading influencer marketing company in India, we are getting multiple new queries each day, so we are pretty confident about getting more influencer marketing project in upcoming days. We have to stand by the government's decision. Instagram, Facebook, Twitter, and other apps are there where brands can easily promote their products with the power of influencers.

Summary

TikTok ban and its immediate effect on influencers, brands, and influencer marketing. Listen to what famous TikTok influencers have to say on the ban and more details inside.

Tanaya

Tanaya is the Senior Content Developer at InfluGlue, who helped to build the content of the site along with several other sites with her compassionate SEO driven content. She is also a HubSpot, certified content marketer. She brings her five years of experience to her current role, where she is dedicated to developing the content of different websites. 

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