Indian short-video platforms such as Moj and Josh have spent millions to acquire content creators, but industry insiders say they are nowhere near achieving TikTok’ s popularity and network effects. Chief executives of two top influencer marketing firms said they have been advising clients to wait for the industry to mature. “The influencer marketing industry is yet to warm to the idea of embracing other short-video platforms," said Shudeep Majumdar, CEO of Zefmo Media, an influencer marketing firm. “This is flowing from the side of the brands, as well as the influencer marketing platforms and social media agencies. Meanwhile, brands are directing their marketing spends towards existing platforms, including Facebook, YouTube, Instagram and Twitter, which is where the market was before TikTok rose to fame.

Source: Mint December 31, 2020 01:47 UTC