Moj: Micro-influencers & content in regional languages to be the next big thing

Moj has unveiled its year-end wrap-up with insights on creator growth, what trended in 2022, regional viewership trends, and the overall sentiment. Micro-influencers and content in regional languages are expected to become the next big thing on Moj, along with the use of lenses that encouraged creators in 2022 to flood the platform with fun content throughout the year.

Moj has close to 300 million monthly active users and witnesses 3 million content uploads every day that garner close to 6 billion views daily.

According to the platform, 45% of trending music was non-film. Moj creators are monetarily gratified through Moj’s in-house currency, Mints, for their creative and engaging content on Moj LIVE and short videos. Moj Mints can be redeemed as actual money by the creators.

In 2022, 104K creators across genres earned over 3.5 billion Mints, i.e., $25 million.

Virtual gifting, brand collaborations, and participating in challenges were the top avenues for creators to generate income on Moj.

The most popular genre that witnessed the highest number of Mints was Romance & Relationships, with 32% of the total Mints. It was followed by Comedy & Fun.

Viewership in Tamil increased the most, by almost 71%, followed by Telugu and Bhojpuri. Over 300 million videos were created in regional languages that garnered a total of 50 billion views, a trend that is expected to continue.

The year was all about quirky and fun lenses on Moj.

Music was also a crucial part of the entertainment on Moj that elevated the short video experience in 2022.

About 45% of trending music was non-film, out of which almost 40% were new releases.

Looking at the trends observed on Moj in the year gone by, Shashank Shekhar, Senior Director, Content Strategy and Operations Moj and ShareChat, says, “The year 2022 saw Moj, and our community, grow bigger and stronger. For us, it was a year of breaking out of the clutter through innovative features, creative collaborations, and creator monetization. We reached several milestones not just around the tremendous growth in our creator community but also with never-seen-before creative interventions, which provided our creators avenues for monetization and gave brands an opportunity to engage authentically and organically with their audiences. Moj is geared up for 2023, and we hope to continue our journey towards gaining further inroads to the heartland of India and, of course, holistically grow our creator community by helping them build a sustainable career as an Indian creator.”