Mumbai: GotChosen, an America headquartered start-up, and one of the most favoured social media platforms, recently introduced the monetization program for influencers – GotChosen Ads Program. Under this unique program, creators will be allowed to monetize their short videos on the GotChosen App.
The GotChosen Ads Program will guarantee monetization of all videos with no time limits on date of the post creation. Users will have access to the complete analytics. The ads format available for monetization are display, native and interstitial ads. Creators will also have the option of monetizing video ads on GotChosen’s web platform.
In an email interaction, Indiantelevision.com spoke to GotChosen founder & CEO Oz Silva wherein he chatted about the GotChosen Ads Program, the ever-evolving influencer marketing and content creation space in India, the trends that are expected to disrupt this market, and more.
Edited excerpts:
On the evolution of the influencer marketing and content creation space in India, and the monetizing content changing the game
The influencer marketing and content creation space in India has evolved and grown significantly over the past few years, owing to the rising popularity of social media platforms like Instagram and YouTube. As more people opt for becoming content creators and influencers, the space has become increasingly competitive, and creators are exploring new and innovative ways to stand out and monetize their content.
Content monetization is changing the game for content creators in India, as it is providing them more control over their content and allowing them to explore diverse revenue streams beyond traditional brand partnerships. These include affiliate marketing, merchandise sales, sponsored content, and direct subscriptions from fans. Social media platforms are also introducing features that allow creators to monetize their content, such as Instagram’s Creator Fund and YouTube’s Partner Program.
Platforms like GotChosen, which share a significant percentage of ad revenue generated by creators’ content, are enabling creators to generate income from their content and focus on creating high-quality content while building their audience.
Overall, the influencer marketing and content creation space in India is evolving at a rapid pace, and creators are exploring new and innovative ways to monetize their content while brands are looking for more targeted and engaging ways to connect with audiences. As the industry continues to grow and evolve, we can expect to see more exciting and innovative content and monetization strategies emerging in the future.
On the important markets in the world for GotChosen as a platform, and how strong is the Indian market as compared to other international markets in which GotChosen operates
Our growth and expansion plans can be categorized in two phases. The first phase will be dedicated to our growth in India and Brazil. In the second phase, we will focus on adding North America, Europe, and South America.
The India market is the most important to us strategically, for several reasons. India currently has the largest creator population, making it one of the most valuable markets with immense potential. This also aligns with our ad revenue share programs, which can enable millions of creators to earn an income. In addition, another important differentiator for the market is that major China headquartered platforms are not serviceable in the country.
On the platform’s proprietary technology standing out as compared to other platforms in India
GotChosen’s plan is to release its proprietary technology to creators is two phases. The first is the advertising revenue platform – Monetization Platform, which leverages its programmatic technology on its own platforms (iOS, Android, and Web). The Monetization Platform was soft released in late 2022 in India. The second phase is the decentralized sponsoring content marketplace that will reach the audience of the creators in other platforms.
The Monetization Platform uses GotChosen’s programmatic advertising technology to sell ad inventory in real time to a pool of 200,000+ brands, which compete for each ad slot when the content of the creator is displayed to the audience. GotChosen technology identifies when the space is available to display the advertisement and start the auctioning process. A bid request is sent to buyers, who then reply to compete for that space. The highest bidder wins the auction, and their advertisement is properly scanned for security reasons, to be displayed to the audience. GotChosen credits 60% of the ad impression earnings to the owner of the content that is displayed along with the ad. This entire process, from start to end, is completed within 300 milliseconds. The technology has the capability to identify how much a brand should pay for each ad impression that is sold in real time along with the content regardless of the device, geo, type of campaign. It then allocates the revenue accordingly to the owner of the content.
To explain how GotChosen is different from others, we created a simulation that uses real data from a creator on other platforms. We used the number of videos and views to project how much money this creator would make in GotChosen. If the creator had a reach of 483k followers in GotChosen, they are projected to earn $1,260/month, and if the creator had a reach of 3.9M followers in GotChosen, they are projected to earn $4,278.96/month.
On GotChosen’s referral program and the revenue-sharing model of the platform
Revenue sharing (Ads Program): Under this unique program, creators can monetize their short videos on the GotChosen App and website. It is an innovative earning model that guarantees creators a compensation of 60% of the advertising revenue generated. The Ads Program utilizes the CPM advertising model and ensures that for every 1K views on a video, creators get a guarantee earning of INR 15/-, with increases based on continued growth in traction. The GotChosen Ads Program will guarantee monetization of all videos with no time limits regarding the date of the post creation, and the users will have access to the complete analytics. The ads format available for monetization are display, native and interstitial ads. Creators will also have the option of monetizing video ads on GotChosen’s web platform.
Referral program: The GotChosen Ads Program is linked with the company’s referral program that pays a 5% bonus. Once a user brings in their fans, friends or acquaintances to the platform, the referral, and the user both stand to earn through the ads program. It is available for all users that have more than 10k followers on Instagram, Twitter, YouTube, or Facebook.
On the prioritization of rewarding content by/through GotChosen
We use artificial intelligence technology, which is programmed to optimize the monetization from different angles, from the most engaged content to the newer one. Therefore, all creators have a chance to start their monetization, and with effort and time, build a sustainable business.
On GotChosen creating a more direct path for influencers to monetize their content
GotChosen is doing that by making influencers, platform partners of the earnings and provide the necessary tools to succeed.
Our platform is inclusive to enable influencers of all sizes – from nano to celebrities – to earn while doing what they love, creating amazing content for their audience; and transparent, wherein our commitment is to show transparency to our community of creators, and we ensure it by providing a detailed reporting system using the advertising industry’s practice standards. We are also focused on building a true partnership, whether by sharing the ad revenue earned from our advertisers with the creators. In fact, furthering this commitment, if a creator brings other influencers to do what you will do, we will also share part of their friend’s ad revenue with them that was supposed to come to GotChosen. We can also assure content creators that they will monetize every content created and shared within our community, in a non-invasive way. The advertisements on GotChosen are inserted in a very small strip above the post and do not take any attention away from the actual content.
On the engaging and interactive user experience of the platform
The social monetization platform offers two environments. One is a short-form video app with all the major functionalities, in addition to some that are unique to us. The other is the monetization platform that offers different monetization programs like:
1. The Ads program
2. Referral program
3. Wallet program: Wherein, users can earn money while interacting with the App by doing several activities: creating content, viewing time, sharing content, and inviting friends
4. Hashtag contests: weekly contest that gives away three prizes in money: $200 to the first place, $100 to second place, and $20 for the third place. Winners are awarded based on content engagement
5. Sweepstakes
6. Top 10 Ranking: GotChosen awards monthly prizes to the top 10 creators in three different categories: GotCoins earned, Referral score, and Engaged posts. Prizes for every category are monetary in nature
On the Unique Sweepstakes contest
When a creator invites another creator to the GotChosen platform via their invite link, they receive a coupon. This coupon allows them to enter our weekly sweepstakes contest. Every Thursday, on our Instagram live section, we draw a lucky winner that receives a prize of US$ 300.
In addition, a creator also receives a coupon when they create a video for our weekly hashtag contests.
On the trends and innovations that are expected to disrupt this category in India
One significant trend that this growth has led to in India’s influencer marketing space is the emergence of micro-influencers, who have a smaller but highly engaged audience in specific niches. Brands have also realized the value of partnering with micro-influencers, as they can cater to a more targeted audience and gain higher engagement rates at a lower cost. Another notable trend is the growing demand for regional language content, reflecting India’s diversity with multiple spoken languages. Brands are now looking to connect with audiences in their local languages, leading to the popularity and demand for content creators who can produce regional language content. These will bring in more localized and attainable content for the audience to resonate with.
At our end, the ability for creators to earn money via our monetization platform and audience marketplace can bring in a change in the category with respect to the monetization of content.
On your vision and way forward for GotChosen in India.
GotChosen is expecting to see a big shift in the industry, where content creators will become active partners of the digital advertising ecosystem once they establish a recurring revenue model. The era when content creators produce content for free, and only platforms profit from user data, is ending. GotChosen is committed to being the pioneer of tomorrow’s trends today and creating a disruptive way how content creators and their audiences to interact with brands.
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