An overview of creating an ecosystem which enables organic growth for emerging Social Media Apps. Taking an example of Likee (can also be applied to TikTok) to look at some ways
2. as an Aggregator
◦ Content creators attract consumers who attract more content creators and the cycle
continues
◦ The circle has a speed. One way to boost this virtuous circle is to increase influence
of the content creators out of the app ecosystem and reach other platforms.
Instagram, TikTok and YouTube come into the picture
as an Enabler
◦ There is also an upward movement of consumers to evolve into content creators. This is
one way Likee is an enabler
◦ To increase the velocity of this evolution into content creators, consumers should be
able to attach aspirational value to it not just as a hobby, but as a Career option
◦ For this, current Content Creators should be valued by brands to create content outside
of the app ecosystem. Likee should be perceived by Brands as a platform to find talent
The Ecosystem
4. Growing current Influencers
Reach
Influence
Influence is founded on 3 pillars
◦ Reach: The following of the Creator across all platforms
◦ Relevance: Alignment and Similarity of the Creator with the
social environment
◦ Resonance: The degree of engagement of the Creator with
the audience
It is imperative for Content Creators on Likee to have
massive impact in all the 3 pillars
Creators should resonate with their consumers by creating
relevant content leading to growth in reach, thus increasing
influence
5. For Content Creators to grow on other
platforms, they must:
◦ Attract existing followers from the
existing platform to the new platform
◦ Reach new followers on the new
platform
Growing Reach on
other platforms
(A) (B)
6. Attracting existing followers from the existing
platform to the new platform :
◦ Self promoting: Requesting audience to
follow on Instagram account
◦ Having a clear differentiation between
content on both the platforms (Example:
Behind The Scenes, Personal Life, etc) giving
a reason for the audience to follow the
Creator on multiple platforms
◦ LIKEE should feature them on their
Instagram page
◦ Post Duets with fans on Creator’s Instagram
Page
Growing Reach on
other platforms
(A) (B)
7. Reaching new followers on the new platform:
◦ Secondary Promoting: Creating activities for
Fans to perform so as to reach to their
following on Instagram, utilizing Network
effect for our advantage. Example: Running a
contest every month, incentivizing fans to
create a Duet and post it on their Instagram
story thus creating secondary reach
◦ Collaborations: Collaborating with
Instagram influencers with synergies to grow
each other’s reach, thus gaining new
audience
Growing Reach on
other platforms
(A) (B)
8. What Content Creators can do
◦ Hashtags: Using trending hashtags and creating content accordingly
◦ Challenges: Actively participating in new Hashtag challenges
◦ Duets: Regularly creating Duets with other Creators/Fans
What LIKEE can do
◦ Newsletter: Mail a newsletter every week to Content Creators highlighting
Trending topics/videos on LIKEE and other content-based apps
◦ Trend Waves: Select a few Content Creators of a specific niche. Suggest them 2 or
3 ideas to create content around with a specific hashtag. This content should be
able to be easily copied by other upcoming creators setting a trend in motion
where creators outside of the app ecosystem participate as well creating a wave
of awareness and boosting organic growth
Creating Relevant Content
9. Trend Waves
LIKEE sends topics
to niche content
creators through
Newsletters
Other creators
pick-up the topic
and make it a trend
Even consumers
follow the trend
and create huge
organic growth
Trend reaches it
maximum potential
(Bollywood /TV
Celebs follow suit?)
Trend dies down
creating an impact
in its lifetime
10. What Content Creators can do
◦ Live Chats: Hosting Live chats and engaging with fans on different platforms
◦ Comments & Replies: Actively participating in conversations with fans / other creators
What LIKEE can do
◦ “You will be as much valuable to others as much as you value yourself”
◦ For Brands to value KOLs on LIKEE, LIKEE will have to value them. How?
◦ LIKEE should promote its Creators in different events
◦ Example: LIKEE sponsoring a Category (not the event) in a beauty pageant, and nominating its
top creators in that genre
◦ Organizing Meet-ups at local (to target Tier-2 & Tier-3 cities) and national level
◦ LIKEE reaching out to production houses with its content creators as its catalogue
Resonating with the Audience: Increasing
Social Value
LIKEEasanEnabler
11. Attracting New Influencers
Influencers can be broadly classified into 3 types based on the type of following
◦ Celebrity: Massive offline audience which follows the person on every platform possible
◦ Platform Specific: Huge audience built over time on one platform; less following
comparatively on other platforms
◦ Jack of all trades: Significant fans on multiple platforms
Attracting such influencers to join LIKEE can be
◦ Organic – By being an Enabler – Lots of perceived opportunities for Influencers to grow and
succeed
◦ Paid – Incentivizing Influencers to join Likee through monetary or other benefits
While celebrities create immediate impact, they are usually expensive and economically unviable
for tight budgets
Platform specific Influencers have a lot of potential and can be groomed to become a great asset
While Jack of all Trades can create a burst of growth, the total impact over their lifetime is
comparatively less
12. Case Analysis 1: Megha Prasad
Self promotion:
◦ If 1% of the fans start to follow on Instagram then = 4k per activity
◦ Promoting 3 times a week for a month = 4k*3*4 = 48k new followers on Instagram
in a month
Duet with Me Contest (Fans posting Instagram Story)
◦ Assuming 10% of the fans participate, each fan having 100 followers out of which
1% of their friends follow then = 40k*100*10% = 40k new followers each month
Instagram Collaborations
◦ If the other Insta KOL has 4M following and if 1% follow: 4k new followers per
activity
◦ Collaborating with one Insta KOL every week: 4k*4 = 16k new followers per
month
Strength Weakness
Massive following on LIKEE Comparatively low following on
Instagram
Very active on LIKEE and Instagram Need to collaborate frequently with
other Likers and Instagrammers
13. Case Analysis 2: Khwahish Girl
People are not aware of her presence on LIKEE
Need to post shareable content where audience can participate in the video
Collaborations
◦ Collaborate with other Likers to increase awareness and reach
Self promotion on Instagram and YouTube
◦ If 1% of monthly viewers start to follow on LIKEE then = 3.6k per activity
Duet with Me Contest (Fans posting Instagram Story)
◦ Assuming 10% of the monthly viewers participate, each fan having 100 followers
out of which 1% of their friends follow then = 36k*100*10% = 36k new followers
each month
Strength Weakness
Huge subscriber count and Video
views on YouTube
Frequency of uploads is low
Has partnered multiple times with
similar Content Creators
Not much active on YT in recent
months