Likeeis increasingly finding users in Tier II and Tier III cities, giving it a diverse audience base.
- Movies have seen this as an opportunity and have worked with the platform to reach out to an engaged audience.
- The platform plans to work more closely with production houses in 2020.
Global short video creation platform Likee has had an interesting year in India in 2019. While it launched in the country in 2017, last year saw India India become one of the most significant markets for the platform whose parent company is Singapore-based Bigo Technology.
The year 2019 was exciting for Likee for many reasons, shares
The app has been seeing growth in both metros as well as Tier II and Tier III cities. And it is perhaps this variety of audience on its platform that helped it crack
The movie marketing boost
Last year, a lot of prominent Bollywood releases launched their campaigns on Likee and Ong believes that there lies a huge opportunity for Bollywood and regional production houses to promote their movies or music albums on the platform.
“Likee has evolved to be the most favoured platform for Bollywood and regional production houses to promote their movies or music albums through innovative campaigns and integrations. Last year, we saw integrations from major production houses including
“Movies and Music production houses are leaning largely towards Likee to promote their projects. Likee has been a digital partner to multiple Bollywood, and regional cinema projects. With collaborations from regional markets as well, we were able to cultivate a unique bond between cinema and the youth of India,” says Ong.
Sharing some stats around how some of these movies were able to get really good engagement, Ong added, “Given the wide reach of our platform across India, each project garnered millions of views. Various popular movies of 2019 such as Chhichhore, Dabangg 3, Panipat, Housefull 4, among others were promoted on Likee with unique challenges garnering over 300 million views each. Likee’s collaboration with
Seeing the positive response on movie-related campaigns, the platform is confident that 2020 will see them engage with more movies. “In 2020, we aim to lead the sector with substantial integrations from Bollywood and regional production houses and to be the preferred platform for promotional collaborations,” adds Ong.
Advertising for revenue
Besides live streaming revenues, commercial advertising has become one of the most important means of revenue growth for Likee. Explains Ong, “On the one hand, display ads have been tested in Likee, which is aiming to make ads become part of our quality content. On the other hand, we provide innovative solutions for clients, such as hashtag challenge and branded effects, enabling our users to participate in customized branding campaigns to increase our clients’ brand awareness and achieve user engagement. In the meanwhile, we will explore more commercial scenarios like in-app e-commerce.”
Likee has also integrated with the Facebook Audience Network and Google Adx&Admob, enabling global clients to buy the platform’s inventory through Facebook and Google. Meanwhile, they have also started direct sales globally for branding clients, and has worked with gaming, 3C (Computer/Communication/Consumer electronics) and FMCG clients since Q4,2019.