EXCLUSIVE: We gave a voice and face to lakhs of Indian creators: Shivank Agarwal of Mitron


With the attention span of viewers dwindling day by day, the opportunities in the short-video sharing platforms have multiplied, one such platform is Mitron, launched in 2020, with more than 30mn+ downloads, across urban India to Tier 2 and 3 markets.

We caught up with Shivank Agarwal, Co-founder of Mitron, to know about how Mitron has been innovating to stay relevant in a highly competitive market, its latest ‘Categories’ feature, what does the future has in store for short-video platforms, and how Mitron intends to navigate through it. Read on.

What was the audience’s response initially when Mitron was launched earlier this year (April 11)? 

Mitron received a phenomenal response right from the onset. In fact, in just a few months since our launch, we have clocked over 37 million app downloads. We witnessed 2.5 lakhs videos being uploaded every day, which was very encouraging indeed. This was well before the Chinese apps ban, which lends credence to the fact that Indians were looking for a home-grown app.

In a short span of time Mitron has carved a huge audience base, how did you and your team achieve this feat?

Mitron appeals to Indians across the board – from urban India to Tier 2 and 3 markets. People appreciate the inclusive nature of the app, that has given a voice and face to lakhs of Indians to showcase their talents and to be entertained by these bite-sized videos.

Plus, we have remained steadfast in our belief that an Indian audience should be served by a home-grown app, with data firmly secured on Indian servers. We stuck to this approach and worked tirelessly towards providing our audience with a secure and safe app. This contributed significantly to the growth of our user-base.

What was the impact of TikTok’s ban on Mitron’s user base?

Mitron was launched well before the Tiktok ban, with 10 million downloads on the play store. TikTok India had a huge fan base of over 200 million. This huge void created by the ban has undoubtedly given a boost to Indian players in the short-format video app space.

Since the ban there has been a lot of apps in the short-video sharing social space, what is Mitron’s USP that differentiates it from other apps?

Mitron is a talent focused app, where we have curated and localized content from across demographics. Our USP is that we provide a bespoke engaging service for content creators and users based on their mutual interests.

Apart from a limited attention span of viewers, what are the reasons that make short-video sharing platforms so popular with audiences?

In a world where users are overwhelmed with long format content and juggling busy lifestyles, short, crisp, and concise video content is becoming increasingly important. This allows users to consume videos on-the-go and at any time.

From a creation perspective also, it is hassle-free and easy to conceptualize.  In fact, these short-format videos are one of the best mediums to reach a larger crowd in a very short period of time as the virality quotient of these videos is very high.

Mitron recently launched the ‘Categories’ feature. How does this new feature enhance the user experience?

User generated videos have been mapped against 15 categories such as entertainment, food, funny, sports, travel and nature, education, motivation, devotion, dance, lifestyle, music, health and fitness, and pets, amongst others.

This will offer an experience that is unlike the typical user experience on short-format video apps. Users will now easily discover videos that have a perfect match with their interests, thus enabling them to enjoy greater control over the content they view.

How does the ‘Categories’ feature help content creators?

Content creators, based on their skill sets, will be able to create an engaged community of followers. The Mitron app will keep adding more categories for skill sets; enabling more Indian talent to find their following.

Going forward Mitron plans to build strong and vibrant micro-communities around categories and give each category a life of its own; whereby content creators and distributors can find an audience that is relevant to them and is invested in them.

What are some other innovative features that Mitron offers its users?

Mitron has been rapidly improvising with a plethora of features such as an updated video upload process that is much more intuitive. The app also offers an enhanced audio library with a diverse range of Indian content, alongside a feature that enables users to flag any inappropriate content easily.

We also have a ’support’ feature which enables users to tell us how we can enhance our user experience. This has been paramount in enabling us to create a more user-friendly app.

What are the marketing strategies that Mitron has adopted to reach the wider Bharat audience?

We are in the process of tying up with several influential content creators that will enable us to reach out to a wider audience. There are also plans on the anvil to launch specific campaigns targeted at different regions.

User generated content platforms usually run into the problem of inappropriate content, what measures have Mitron taken to manage content and keep the platform clean?

The app has a feature that enables users to flag inappropriate content easily.

What are some trends in the short video sharing segment we should look out for in the future?

We envisage trends like live streaming, VR technology for immersive user experience, along with in-app models for marketing. Also with a focus on localized content, we will see the growth of niche categories in short videos domain.

Is there anything else that you would want to add? Something I haven’t asked you? 

We are launching two interesting campaigns in the coming days. To celebrate India and Indian culture Mitron has kick started with #MitronWaliNavratri for the users. Due to pandemic, many festivities are being subtly celebrated but with Mitron we are enabling the users to celebrate and enjoy with the same zest virtually.

As part of our virtual Navratri celebration, we are running a contest and have garba nights on Mitron with a library of peppy original seasonal musical tracks for the creators.

At Mitron we are tirelessly working towards developing and empowering the audience through initiatives. We have also associated with Oncostem for Breast Cancer Awareness Month.

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