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Are Indian Short Video Apps Actually Capitalising On The TikTok Ban?

Are Indian Short Video Apps Actually Capitalising On The TikTok Ban?

China’s Snack Video gained the most traction post the Tiktok ban with a total of 56.4 Mn downloads despite the prevailing anti-China sentiments in India

Trell had the highest average ranking in keyword analysis and highest organic reach for app searches among Indian apps as per an analysis by Inc42 Plus with AppTweak tool

Bolo Indya and Mitron witnessed a decline of 20% and 26% respectively in the overall ‘app power’ rating after peaking in July

With all the buzz around short video app alternatives post the Tiktok ban, the focus of consumers, influencers, and brands quickly turned to the Indian TikTok clones. The big hope was that the likes of Mitron, Roposo, Chingari, Trell, Bolo Indya, and others would fill the void left in the wake of the ban. 

Many of these apps had already been present in India before the TikTok ban and suddenly saw a big jump in adoption. And it’s clear that some of them have had their fortunes turned around due to the ban, and have only grown in recent months because of the ban and the opportunity to cash in on the gap. 

A Brief History Of Short Video Apps In India

Before we look at how the TikTok ban influenced some of India’s short video apps, let’s take a quick journey through its history. Short video apps have been around in India for over five years, and have been gaining traction since 2015. The first such Indian app was Sharechat, which stepped into the market in October 2015. It initially started as a vernacular content sharing platform but later moved to user-generated content with a big focus on videos in April 2016. It allowed users to discover, share, and create content in 14 Indian vernacular languages like Kannada, Tamil, Bengali, etc. 

Sharechat was gaining popularity and in a short span of three years, it reached 25 Mn monthly active users, 10 Mn daily active users, and 25 Mn “user-generated content” created/posted per month and approximately 5 Bn video plays per month.

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