“Content to Commerce” is the next step for us, says Ajit Varghese of ShareChat and Moj

Short video apps have grown by leaps and bounds in recent years and have naturally caught the attention of marketers as well. However, the gap between ad spend attracted by TV, other established media like print, digital and short form content platforms is huge.

In an effort to bridge this gap, ShareChat and Moj will focus on scaling creator commerce across platforms, revealed Ajit Varghese, Chief Commercial Officer of ShareChat and Moj.

Varghese was speaking during a panel discussion at GroupM’s Brew 2022 sessions titled “How do you tell Bharat-relevant stories”.

When asked what it would take to attract mainstream advertisers and retain them on the platform, Varghese said, “We have 350 million audiences across three apps. While it’s true that 80% of spend goes to traditional, tried-and-true venues, audiences have shown they’re moving away from the long format.

“I think if you’re spending 70-80% in proven places, that might be the biggest risk you’re taking. This is because the consumer has already changed but you are not changing as quickly.

Varghese added that while advertisers are considering short-form video apps, it’s equally important for them to get business results from them.

“To make sure advertisers get business, we’re launching ‘Content to Commerce’ soon. How can audiences buy while watching content or have exclusive access to content from certain creators? It’s something we’re working on and it’s the next roadmap for us,” Varghese said.

Dalveer Singh, experiential marketing manager – Apac at WPP, who was also on the panel, said that many marketers are experimenting on these platforms. He said most marketers invest 80% of their ad spend in proven mediums. “10% goes to experimenting with mediums. The remaining 10% of spend is invested in risks that need to be scaled. »

“So while there are marketers investing in these platforms, there is no need for the masses to take notice,” Singh said.

“Right now the players are driving. Once they see the results, they will scale it. All active marketers are on vernacular video platforms. Because it’s simple for the advertiser to go where the audience is,” he added.

The panel further shared some success stories of Moj creators, like Himanshu Srivastava, who come from the “audience of Bharat” and have done great deals with brands through the platform.