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A brief thread. Over the past few years 2 new media or rather video content formats / types have emerged in India. (1) partisan political meme videos (2) exhibitionist risque ugc content. 1/n
Both are particularly prevalent on TikTok and are the native content types on tiktok just as the (travel) selfie is to insta. TikTok’s growth is driven in part because no other app owns these content types like it does. 2/
Here is an example of the partisan political video meme via @venkatananth the Margaret Mead of this contentsphere
Here is one example (via youtube) of the kind of racy exhibitionist tiktok videos.
I find these exhibitionist videos (not all genuinely ugc, many are paid for by bytedance’s content factories) particularly interesting because it is the first time we are seeing this kind of content outside of bollywood (and other woods, music videos).
For a young tier3 city (Satna, Kurnool, Falna) male audience this is like crack cocaine. It has immense voyeuristic appeal for them. No wonder TikTok is growing at a blistering piece. Last time i heard they have 18m DAUs; recently heard they have hit 20m.
Fin/ (for now!)
