Social media platforms introduce new incentives for users

NEW DELHI: Wish to learn how to sing from an Indian Idol finalist? Or audition for a show if you think you are an entertainer already?From launching peer-to-peer commerce services which could help creators earn more money, to auditioning users for streaming shows, social media platforms are luring users and influencers with more offers and incentives besides the usual advertising partnerships with brands in a bid to ensure they stay.Bolo Indya, which has currently enabled 257 content creators to sell services to certain users for a fee, is now launching a service called Bolo Meets for all users on the platform. It will allow creators to sell their services such as astrology, singing, fitness or teaching a foreign language to interested users for a fee. Services can be booked by users on the Bolo Indya platform through a payment gateway.Founder Varun Saxena said he was expecting the number of creators on Bolo Indya to surge to 5-6 million from the current 2.7 million by March 2021 as a result of the new services. He expects the number of creators selling services to cross 50,000 by December 2020.“We realised that creators have huge aspirations for monetising their content. If the average earning is Rs 60,000 for a creator today, we expect it to be around Rs 1 lakh by December,” he added.HiPi, ZEE5’s short video platform, announced the launch of ‘HiPi Star Hunt’ last week. ZEE5 said HiPi Star Hunt will cast aspirants for “crucial” roles in ZEE5 original shows, Jamai 2.0 Season 2 and Sunflower.ZEE5 India programming head Aparna Acharekar said this was the first such digital audition on a short video platform globally.MX Taka Tak launched Fame House, wherein 15 leading Indian influencers such as Nisha Gurgain, Lucky Dancer Lucky, Ashika Bhatia and Amulya Rattan were housed together in Goa during October 19-25 to collaborate and create content.MX Player chief executive Karan Bedi said the platform wanted to give all the right tools to creators to make it big. MX Player is owned by Times Internet Ltd, part of the Times of India Group which publishes The Economic Times.“The concept is to create an easy going, collaborative but exciting environment by bringing together an exclusive set of digital creators and giving them opportunities to bring out the best in them,” Bedi added.Mitron chief executive Shivank Agarwal said users were engaging in micro communities within categories such as dance and music on the platform. “We launched 15 categories of videos such as dance, music, and pets … and people can subscribe to these communities and be a part of these groups. We are seeing healthy numbers in terms of user engagement around categories,” he added.

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