Q] How are you finding new ways to support brands and advertisers through your platform?
As India’s leading short-form video platform, we’ve been supporting creators for nearly a decade. Working with creators is not new to us, and we’ve been focused on this since our inception. Keeping in mind the value of monetisation across the internet, we try to connect creators with the brands. We regularly host events, such as hashtag challenges, that provide creators with opportunities to earn money. Many may not be aware that we are also India’s largest microtransactions platform, allowing users to show appreciation for the creators’ content by making small payments. These are some of the means by which we are trying to lead creator monetisation especially for the Tier 2 and 3 creators.
Q] How are you competing with industry behemoths like Meta and Google?
As they are Goliaths, I believe their focus extends beyond India. Somebody who sits in California or the Bay Area would focus on markets with the highest average revenue per user (ARPU), which are the US and Europe. I doubt that India is on their radar. Contrastingly, we are an India-based platform, with 100% of our user base being Indians. That’s why we focus on building technology tailored for India, leveraging regional languages, and personalised content for the Indian audience —something large corporations focused on Western markets can’t replicate.
Q] Please tell us about some of the most interesting campaigns that were run on your platform.
Today, the largest FMCG company in India leverages ShareChat and Moj to reach out to our users for 19 of their brands. This isn’t just a seasonal burst during festivals; it’s a monthly engagement. These campaigns come to us every month across an array of brands, from beauty to personal care to laundry to toothpaste. Similarly, India’s largest beverage companies turn to us when they want to launch a jingle, promote a new product, or introduce a snack. With the onset of winters, we are doing an influencer campaign partnering with one of the biggest moisturising creams brand. We’re also partnering with OTT players to promote their shows on our platform. I believe people are starting to recognise ShareChat and Moj as the best ways to reach Tier 2 and Tier 3 India through regional creators.
Q] What are your goals for the coming years?
Our goal is to make ShareChat and Moj the go-to platforms for a billion people in the country.
There is no reason why these billion Indians with accessible internet on their smartphones won’t use our platform. Users can easily find content that suits their interests, whether it’s devotional, Bollywood-related, cooking videos, or gaming. On the advertiser front, we want to be the most preferred destination for advertisers of all sizes to reach their consumers in the most effective way across the three stages of the marketing funnel.
