Brands scroll through apps in search of TikTok 2

Indian short-video platforms such as Moj and Josh have spent millions to acquire content creators, but industry insiders say they are nowhere near achieving TikTok’s popularity and network effects.

Experts said that because of immature ecosystems and a lack of engagement, many brands are unwilling to run campaigns on the new platforms that became popular after TikTok was banned in June.

“If you open one of the new platforms, you will switch it off in probably 15 minutes, whereas on TikTok you will scroll for hours,” an influencer marketing expert said on condition of anonymity.