Content Creators Pivot As India Changes The App Landscape
India recently made a swift decision that left millions of content creators in shock, as the country decided to ban more than 50 Chinese apps, including TikTok and WeChat. While it is expected for international affairs to affect the purchase and sale of goods between countries, the ban on apps took many by surprise.
The widely popular video platform TikTok which is owned by tech giant ByteDance, has been downloaded onto Indian phones 660 million times since its launch in 2017, according to analytics firm Sensor Tower.
So, it begs the question. What do you do when your leverage an online platform for your brand and the government decides to tighten its digital borders? The answer is one that has already been deployed by many content creators. Pivot and redirect. As of June 29th, numerous TikTok creators urged their audience to follow them on Instagram, leading to a sudden spike of tens of thousands of new followers on their Instagram accounts overnight.
Since it’s rise to fame, TikTok has caught the attention of advertisers and concurrently, ad spends were quickly rising as well. It is expected that this ban will change the ecosystem and will lead to the replanning of these spends and other platforms will not only need to capitalize on this opportunity but will need to evaluate their advertising options.
But this isn’t brand new information. Governments worldwide have increasingly been interested in regulating digital speech and commerce. This is evidenced by the European Union taking measures to oversee tech giants like Apple and Google, requiring them to adapt to local rules and China themselves have blocked Facebook, Twitter, Instagram and WhatsApp to name few. In a constantly changing digital world, remaining nimble and ready to pivot is a must.
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