21 day lockdown: Social media platforms, users find novel ways to stay engaged

NEW DELHI: From live music peformances on Facebook and Instagram to online antakshari on Twitter, to hashtag challenges on TikTok egging users to suggest ways to beat the lockdown blues, social media platforms and their users are finding novel ways to stay engaged.

Industry insiders said usage and engagement rates of TikTok and Instagram’s live videos have gone up significantly during the lockdown with more content and views being generated by users. But, despite digital usage going up, brands and advertisers are holding on to digital spends fearing a backlash.