Most downloaded short video app in February 2021!
MX Takatak is a short video format mobile application. Launched in July 2020, after the government banned 59 Chinese apps it saw a huge boom in its initial phase itself. By January 2021, it crossed over 100 million downloads on Play Store.The platform offers a variety of tools to create short videos, dance videos, edit photos on it’s editing software,dubbing dialogues,DIY etc.Users can browse videos pertaining to sports,food,films,music and many more.
After PM’s AatmaNirbhar Bharat App Innovation Challenge announced, the app launched on iOS and Android voicing ‘Vocal For Local’ providing India it’s homegrown entertainment.With ban of TikTok, former Chinese short video app,following multiple suicide cases, accusations of ‘sleazy content & misleading for youth’,eventually forcing it to be banned in April 2019,a new platform requirement for homegrown entertainment was needed.This opportunity was grabbed by MX Media & Entertainment by launching a new app as MX Takatak.
MX Takatak v/s Moj
There are several apps out there that give a similar experience as that of MX Takatak. In the market, these apps too give a stiff competition but also provide you to give fuel to your imagination. MX Takatak became one of the most downloaded app shortly after its launch but it had to face tough competition with a fresh app Moj,launched few weeks earlier.Both platforms being similar in format fought to grab the top spot.While MX Takatak managed to get in top 5, Moj too caught on a place in top 10.
Other than each other it had to face a bigger competition from its contemporaries like Josh,Zee5 Hipi,Mitron,Roposo,Instagram Reels etc.
Marketing Strategies that MX Takatak applied to win it all!
Tie up with Badshah
Collaborating with artists is the best way to attract an audience and generate high quality content. MX Takatak knows how to do just that!.It roped in Indian rapper and singer, Badshah to create videos and short format content on its app just after a month of its launch.
MXTakatak Fame House reality show
MX Takatak provided a huge opportunity to various content creators to become a leading influencer.It helped these influencers to showcase their talent and reach the right kind of audience.The short video app provided a great platform to these creators in the form of a reality series MX Takatak Fame House.It helped them to learn how to create content with some professional help by collaborating with industry experts.The platform brought fame and promoted influencers like Nisha Guragain, Shalvi Chauhan, Deepak Joshi, Rizwan Khan, Lucky Dancer Lucky, Aashika Bhatia, Amulya Rattan, Ayush Yadav, Rush Twins, Tariq Khan, Wish Rathod, Saloni Mittal, Vishal Kalra, Sofia Ansari, Kanishka Sharma, Ridhima Jain, Swati Sharma and Veerangna.
MX Takatak ties up with 7 teams for IPL 2021
MX Takatak became official short-form video partner for 7 teams for IPL 2021,they termed it to be ‘off-the-pitch-content’.With this partnership,MX Takatak took a step ahead by providing the users a look into the ‘behind the scenes’ of the game,net practices and locker room discussions. Also, the platform made it more special by arranging meet n greets between fans and the players.Apart from this,the platform will also provide #KhelTakaTak challenges throughout the season on it’s platform.
“Users will get a sneak peek into the fun side of cricket, the lives of their favourite teams and cricketers as well as a chance to participate in this year’s tournament fervour with our engaging #KhelTakaTak challenges,” said Karan Bedi, CEO, MX Player and MX TakaTak.
The teams that the platform have collaborated with are:Delhi Capitals, Kolkata Knight Riders, Mumbai Indians, Punjab Kings, Rajasthan Royals, Royal Challengers Bangalore and Sunrisers Hyderabad.
Different approach for ‘Programming’
Creating Opportunities through ‘creator’s fund’
MX Takatak introduced ‘creator’s fund’ wherein INR 1 billion (Rs.100 crore) will be deployed to support creators to create content that would lay impact socially.Through this strategy, the platform aims to spread the content across genre to make it the leading short video app. A very clever strategy that makes this app full of opportunities for small creators to make use of the fund allocated to provide quality content and up their influencer game!. MX Takatak looks forward to promote interesting,engaging and viral content through this initiative.
MX Player’s English Dub offering
MX Player,a video on demand OTT platform provides content in regionally dubbed languages.This strategy has worked for the app as well as for TakaTak as it provides content to the short-video app to make short-format content into various languages.
Features of the app
What makes the app different is its distinctive and easy to use features like video edits,music additions,special effects,beauty cam,browse through trending topics etc.It allows the user to save and export upto 10,000 status videos!
Future Of The App
The future of the app looks quite promising as the number of creators on the app are increasing steadily and also achieves a target of 1bn+ views daily.It gives a hopeful impression about the app to stay for long in the race of being the best app for short videos in India.The app is bound to stay around for long!