Tik...Tok, time for change

Mona

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In little over two weeks, Instagram Reel already has celebs on its side while Gaana has unveiled

HotShots. Right from Dubsmash to Chingari to Mitron, old and new short video platforms are being explored by content creators.

With YouTube his base, Anmol Bhutani makes a case for Roposo, “While I wouldn’t compare it to TikTok yet, Roposo is our desi app with plenty of features.” Bullet Lovers to his fame, this Jalandhar-based content creator is equally fascinated by Trell. “I am spending time on different platforms. Trell is currently wooing content creators, so no harm exploring it a bit,” he says.

For budding artistes

Harpi Gill, who recently debuted as a singer, has already tried her hands at Instagram Reel, but its Gaana’s HotShots that she is more focused upon. “While TikTok stars hogged all the limelight earlier, now there will be space for budding artistes. Singers are going to love HotShots, which works like TikTok only. One can upload stories as well as videos,” she says.

Says content creator Ankush Bahuguna, “It’s a good time; every platform is offering different tools and adapting to the current scenario. YouTube now has options of stories, while Instagram launched Reels.” About his brush with Reels, Ankush adds, “I am not too good at editing, so still trying to learn. However, I feel content creators can use multiple platforms to showcase their creative sides.”

Replacement theory

For fashion designer Manjeet Sidhu, “Trillers is now my TikTok replacement. Short videos work well on fun meter as well as afford a chance to show one’s creativity. I tried many alternatives, but it’s with Triller that I found my comfort level.”

Chingari and Mitron are establishing their base too. Six-year-old Roposo reportedly amassed 22 million users within two days of TikTok ban. Home-grown start-up Trell saw an upsurge as well. Pulkit Agarwal, co-founder, Trell, said, “We are very excited to see the increasing interest of users and content creators. With this opportunity, the Indian start-ups can grow faster and build a superior experience for consumers in the longer run.”

Options aplenty

Instagram Reel has already found fans in India, but whether it becomes as popular as TikTok only time will tell. Though supported by celebs like Varun Dhawan, Katrina Kaif and Shilpa Shetty Kundra, will it be new address of TikTokers?

Looks like multiple platforms are going to hold interest of content creators. Well, let’s drink to plenty!

mona@tribunemail.com