Published: 18th July 2020
The answer is ‘APP’arent: How Indian alternatives to Chinese apps can be better
The Coach addresses young TikTok enthusiasts who are struggling to find an alternative following the banning of the app
Let's begin with a very important declaration! I am FOR the boycott of any country, group or even cluster of individuals who harm MY COUNTRY and the SOLDIERS who have UNCONDITIONALLY SACRIFICED everything to keep all of us safe. I support and shall comply with the decision of the government. I am already doing my best to specifically search for MAKE IN INDIA products and when it is unavoidable, to seek Made-in-India products by companies of different roots that are generating employment and manufacturing locally. I start off with this as today’s article focuses on the context of DEMOCRATISED CONTENT and about platforms that allow an individual to showcase their talents without any strings attached.
Not long ago, many BIG Indian and international brands collaborated with TIKTOK INFLUENCERS as part of their marketing campaigns and launch strategy. The budgeting wasn’t child’s play and was a pretty big chunk. Today, it’s been BANNED and has kicked up quite a fuss by many users who had managed to build a huge fan following on it and many other similar platforms. I had, in fact, come across profiles who were much more popular than well-established CELEBRITIES and that had really got me thinking as to when I can transition to a digital platform too.
The BAD: One of the biggest complaints about Tik Tok that I have received from both parents and the youth is that it MAKES YOU WASTE A LOT OF TIME. But little do we realise that’s THE WHOLE POINT! The app is designed to customise your #ForYou feed based on a lot of factors which all boil down to ONE simple point... How LONG and how BEST it can keep you ENGAGED.
The UGLY: It had been initially proved that TikTok doesn’t have strong filters making it very easy to post INAPPROPRIATE content and make them go VIRAL. A lot of heat came from alleged videos of child abuse, child porn and other videos on illegal activities like drugs and the use of firearms which had plagued the platform. On the other hand, TikTok content creators went too far to make videos gain popularity and in turn PROMOTED DANGEROUS LEVELS of RISKY BEHAVIOUR which has resulted in numerous deaths, accidents and damages.
The GOOD: This is the crux of my discussion today and hence, I’m addressing it last. I strongly feel that WE NEED TO HEAR THE OTHER SIDE and hopefully, we will get an Indian app that is better than TikTok as it really created an opportunity and a platform for many with talent and potential to showcase the same and gain exposure.
The best way forward: I have a SIMPLE MANTRA: DIVERSIFY! Until we get another similar platform, make a clear classification of the relevant platforms for your content. I completely empathise with those of you who are affected by the ban, all I can say is HANG IN THERE and be ready to BOUNCE BACK WITH A BANG as we’ll get an Indian alternative soon.
Adarsh Benakappa Basavaraj