Do you know why similar apps to Moj, Roposo, and Chingari disappeared? The short-video platforms stormed into popularity in millions when TikTok was banned in India in 2020. But today they appear to have faded into oblivion. What led to this decline? Perhaps now it is high time that we discuss the causes of the fall of the big names and contemplate on the possibility of a come back.

Overcrowded Market and Lack of Originality

Some of the Indian short-video platforms flooded into this section after the sudden ban on TikTok. As seen above, the sudden ban on TikTok created a pertinent void which was promptly occupied by a deluge of Indian short-video platforms. Unfortunately, rather than creating distinct experiences, the majority of the applications converged into a single product type.

Too Many Options: With numerous apps providing the same types of videos, users found themselves overwhelmed. There was no compelling reason to pick one over the other, leading to a lack of loyalty towards any platform.

No Fresh Content: With time, its audience started to get redundant and low quality content. When there was little to no innovation and no variety, the unique talking points soon disappeared and people moved on to more compelling services like Instagram Reels and YouTube Shorts that offered more content consumer variety.

The inability to stand out in a crowded market was a significant blow to these apps, making it hard for them to retain users in the long term.

Monetization Promises and Creator Neglect

Financial sustainability and creator support are the lifeblood of any social media platform. Unfortunately, this is where many Indian short-video apps fell short.

Weak Revenue Models: These platforms struggled to establish a solid monetization strategy. With rising operational costs and no substantial income stream, staying afloat became a challenge.

Limited Support for Creators: Content creators are the backbone of any social platform. However, Indian apps couldn’t match the incentives, audience growth, and opportunities offered by global giants like Instagram and YouTube. As creators moved to these bigger platforms, they took their audiences along, further diminishing the appeal of Indian apps.

Despite their potential, the lack of financial foresight and creator-focused policies undermined the growth of these apps.

Can They Make a Comeback?

The failure of Indian short-video apps highlights the importance of innovation, quality, and sustainability in a competitive market. Can they bounce back? Only if they learn from their mistakes, prioritize unique features, and create strong ecosystems for both users and creators.

As social media continues to evolve, the key lies in offering something truly fresh and valuable. Until then, the chapter on these apps might remain closed. What do you think? Let us know!