Upon the Indian government’s decision to ban TikTok in 2020, Instagram seized the opportunity and became the most sought-after social media application in the country by the end of 2021. This rise can be attributed to its implementation of Reels, a vertically scrolling video feed driven by algorithms that closely resembles TikTok’s signature For You Page. Other platforms such as YouTube Shorts and Snapchat Spotlight, which offer similar features, also experienced a surge in popularity.
A survey conducted by YouGov India revealed that millennials (69%) were more inclined to explore TikTok alternatives compared to GenZ (54%). Additionally, men were more likely than women to consider switching platforms (70% vs 59%). Deepa Bhatia, General Manager of YouGov India, emphasized the significance of understanding audience preferences and catering to their needs in this evolving landscape.
The ban on TikTok has presented a unique opportunity for homegrown Indian apps to establish a strong foothold in the market. However, the future of TikTok remains uncertain as a bill was recently passed by the House of Representatives that could lead to a nationwide ban if the app’s China-based owner, ByteDance Ltd., does not divest its ownership. The bill now awaits consideration in the Senate, and its ultimate fate remains to be determined.
