The banning of Chinese app TikTok in India left a huge void in the digital advertising space for both brands and influencers. The micro-video sharing platform had 178 million monthly active users in India with an average time of 36 minutes per day spent on the app.
When asked if they want to make a full-time career out in influencer marketing, 68.8% of influencers surveyed responded with a yes.
Influencer.in’s top-up survey done post the ban of TikTok reveals that more and more content creators are now working to create or ramp up their presence on Instagram. Tiktokers were asked which platform they will move to in absence of TikTok. Influencer marketing statistics show that 55% of respondents will now be active on Instagram followed by 20% on YouTube.
“But this shift will increase the cost of building brands on social media as well as make creating content expensive,” points out Vikas Chawla, Co-Founder, Social Beat. He explains the cost of doing influencer campaigns on Instagram is higher than TikTok so brands will have to shell out more to promote their content. Also, content on Instagram pays more attention to the quality of audio and lights whereas TikTok was more about capturing the moment live.
Homegrown apps like Roposo and Trell have also joined the race and are offering content creators free organic reach and the promise of promotion of their content. These platforms claim to have grown manifolds in the last few months. Roposo claims to have grown in India from 4 million before the TikTok ban to 64 million users now. Trell too claims to have crossed 45-million downloads with 22 million monthly active users and six million daily active users. From these upcoming platforms, 18% influencers who did the social media influencer marketing survey said they have created a profile on Roposo, followed by 5% on Sharechat.
Picsart, Canva, Inshot, Filmora, Lightroom, Snapspeed are some of the most preferred tools used by influencers to create content