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Why Short Video Platform VMate Is India’s ‘Rural TikTok’: Things You Need To Know

VMate comes across as any other short video creation platform, but when explored further, several differentiating elements come to the fore.

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The ever-increasing Internet and social media penetration have led to the emergence of a plethora of short video platforms on the global stage. India too has not remained untouched by this phenomenon as several such apps have debuted in the region in the recent past. One of the most remarkable names is that of VMate, a trending short video platform that has been touted as the ‘Rural TikTok’.

Prima facie, VMate comes across as any other short video creation platform, but when explored further, several differentiating elements come to the fore, of which the creators are most important. VMate meets the expression needs of non-urban Indian audience, who showcase the raw video logs of their life. The creators also get an opportunity to earn through this UGC (user-generated content) format. The slogan of the platform is ‘Record Young Indians lives’.

Unlike others, creators on VMate hail mostly from rural parts of India, thereby ensuring diverse content on the platform – from a grandmother cooking food to a teacher educating with the help of sketches. The app has an easy user interface too, with an in-built camera, filters etc. VMate, which is termed the ‘Rural TikTok of India’, has also done workshops and talent meetups in various regions. They have launched an Online Academy to educate the users on video shooting skills and promotion.

Creators also make a living out of their videos, and their earnings are displayed on their feed. As per the reward system of VMate, the earnings also vary on the basis of gifts and likes garnered on the videos.

VMate is home to several unique and exclusive features such as virtual reality stickers, multiple fliers, soundtracks, special effects, etc. The features enable users to make a collage out of different pictures and uploading videos filmed on their mobile phones. There is another tool that enables users to copy effects used by other creators. During festivals and other campaigns, VMate launches special stickers too.

As part of the slew of offerings, a Nearby tab on VMate lets users view videos created by those in a nearby location.

An integral part of VMate’s business model is different campaigns, which encompass varied content under one umbrella, enabling a holistic viewpoint and channelizing of all efforts under one theme.

Besides, a campaign also provides an opportunity to engage celebrities and influencers from other platforms to expand VMate’s reach. It also provides a good opportunity to the creators to experiment with their content and come up with out-of-the-box ideas, thereby bagging rewards.

For instance, the recent #VMateAsliHolibaaz campaign featuring Bhuvan Bam, Ashish Chanchlani and Sapna Chaudhary created quite a buzz on platforms beyond VMate, say YouTube and Instagram. It also emerged as a great opportunity for some of VMate creators who showcased their talent. Earlier too, the app had run different campaigns such as Filmistaan and New Year with actress Sunny Leone. Some of the participants had received rewards and prizes from the platform. The platform banks on the concept of community building, and provides an opportunity to make an earning using their talent.


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