Short-form apps' innovative, local content enthrals users

Regional creators, nano-influencers are redefining digital content by crafting authentic and localized stories

- Lata Jha

Short-form content platforms such as ShareChat, Moj, Josh, and Instagram Reels have grown rapidly in 2024, as users from India's small towns rise steadily and regional-language creators keep them hooked through local, innovative content.

These platforms boast over 250 million active users, with engagement metrics like average daily watch time surpassing 30 minutes per user. Further, audio is emerging as a big draw for short-form content, with audio stories and live, personalized calls with creators amplifying engagement and monetization options.

"One of the most noteworthy trends has been the rise of regional creators, particularly from tier-two and tier-three cities. These creators resonate deeply with their communities by addressing local interests and values, fostering a sense of belonging and cultural pride," Gaurav Jain, chief business officer, ShareChat & Moj, said.