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How short video apps are fuelling big ambitions for content creators from small towns

Economic Times · 10m

The article discusses the rise of short video apps in India and how they have provided opportunities for content creators from small towns to earn a sustainable income. Platforms like ShareChat-owned Moj, Josh, and Roposo have seen a surge in user-generated content and have enabled influencers to monetize their popularity through brand deals, virtual gifting, and platform payouts. The report also highlights the dominance of tier-II city creators and the potential for monetization through diverse avenues like live streaming, shoppertainment, and brand collaborations. However, experts caution that while the opportunity is massive, success in the space is not guaranteed and requires a unique niche and consistent content creation. Additionally, the presence of global platforms like Instagram and YouTube has posed challenges for Indian short video apps.