India stands second in the list of most populated countries with 1.33 billion residing in this part of the subcontinent. This population comprises people speaking in different languages and hailing from contrasting demographic conditions. Not everyone has been fortunate enough to be able to experience the digital world and the benefits of social media.
Earlier, smartphone possession and internet connectivity were luxuries limited to urban residents. With the increased connectivity and affordability of smartphones, users in Tier 2,3 and even 4 cities, which previously had limited access to these products and services, have found a way to social media platforms. Now, not only regional but even global users are looking for a platform to discover and explore content, which is relevant and interesting.
An expansion in the user base with different language preferences has prompted the evolution of social media platform providers. They are now equipped to cater to the requirements of the lingually separated population, by giving them the freedom to pick a language of their choice. Platforms like Helo allow users to create and access content in 14 different languages including Hindi, Marathi, Tamil, Kannada, Telugu, Bhojpuri, Haryanvi and Rajasthani, among others.
This provision led to a significant rise in the number of content creators, who use the Helo Social App to create regional content in their local languages. They are becoming stars among their local communities. People certainly love entertainment-centric content created in their own language, and this is one of the major reasons for the success of the Helo, gaining instant popularity across the country.
From time to time Helo App has introduced campaigns like JCB ki Khudai, Holi campaign, Big Boss Hindi, Marathi, Kannada, Telugu, as part of which many famous celebrities and regional content creators collaborated and participated in the in-app user engagement activities. Further, there are public-awareness campaigns that help users become aware of important issues and needs. Some of these campaigns include #HeloSaferInternet, #FakeNews and #Dengue.
New-age brands are well aware of these campaigns and have moved their focus from mainstream content creators to these regional ones, to create awareness of their product or service in that particular community. It is rather feasible for these brands to collaborate with regional content creators, instead of the mainstream ones to create a greater regional impact. Riding on the regional popularity, these creators are giving a tough competition to the mainstream content creators by proving their mettle through their talent.
In the last one year, the Helo India has gained over 50 million monthly active users million, proving that there’s much more on offer in this social media platform. It is just the start of a journey for the platform, but the India-first, Helo app has democratized social media for the global desi who like to stay connected to their roots and local trends wherever they are.