LiveMint | 21/08/2020 11:28 PM | Click to read full article
In their quest to retain users on their platforms, Indian short-video service providers have started throwing big money at influencers to get exclusive rights to the content.
The presence of an influencer who can draw big crowds is critical to adding new users. For mature platforms, such as Instagram and Twitter, the relationship between platform and influencer is different. On the other hand, growing platforms have to spend money to drive influencers towards them.