This Noida-based video sharing startup helps content creators monetize their craft

India has over 600 million internet users. The growing penetration of smartphones and the internet has made it possible to connect with Indian audiences.

The prolific use of video-sharing apps by the Indian public has led to greater consumption of “entertainment on the go”, encouraging a shift in the way entertainment and information is consumed.

Inspired by this possibility, three friends — Sidhartha Rao, Manoj Bhanu and Rahul Bhattacharya – started Fun2 in May 2020. The platform encourages people and communities to come together and showcasing their diversity, trends and creativity in many categories.

Artwork: YS Design

The trio saw the need to provide equal opportunity to common people while speaking freely, and potentially, building a community to realize the commercial value of their craft.

“We are a content-driven, creator-driven platform. We were inspired by this possibility, where every content creator has equal opportunity and an equal playing field while exploring the potential of their craft or talent,” said Rahul Bhattacharya, Co-Founder and Director (Strategy) of Fun2. Your story.

The genesis

Initially, Fun2, as the name suggests, started with comedy as a genre. The team wanted to launch a product capable of bringing laughter and fun into the daily lives of its users. However, they soon realized that limiting themselves to just one category could be a limiting factor. So they decided to switch to a user-generated model.

Rahul Bhattacharya, Co-Founder and Chief Strategy Officer, Fun2

“It was an inspiring gathering of friends and professionals around a collective vision of building a world-class product. The idea of ​​creating communities around exceptional talent and craftsmanship drove us to launch Fun2,” shares Rahul.

On the Fun2 platform, the public can see, share and promote their favorite content creators as they consume entertainment on the go.

The startup works with three agencies that support its influencer program. Additionally, it operates an internal core team of 37 employees which supports its technology, marketing and operations verticals.

Rahul says, “Additionally, we work with a few international companies that are market leaders in social media technologies. We also worked with a top-notch design firm to develop our customer experiences. We are now working with some of the best in the business to shape this idea. The intention is to propose the strategy and the vision within the startup, and to have them executed by the best professionals and strategic partners.

Community and content-driven platform

Initially, Fun2 helps content creators show off their talent in a short video format, encouraging them to become influencers and build communities around their craft. The co-founder says this makes Fun2 stand out in a market riddled with various short-form video platforms.

It is primarily focused on creating a powerful technology platform that is equal-opportunity-focused, intuitive, easy-to-use, and unique in design. The platform is accessible to everyone who wishes to showcase their talent or support their favorite creators.

A screenshot of the Fun2 app

Furthermore, following a content-driven and creator-driven philosophy, Fun2 aims to celebrate and explore the diversity and depth of Indian culture across multiple genres. Finally, it creates a unique proposition for emerging talents to rely on their followers and the communities around their craft.

The Noida-based startup is also working hard to create a support system for these micro-influencers from the start to shape their journey.

business model

With the fall of India-owned ByteDance-owned TikTok, the platform is now focusing on onboarding more users and letting them experience the wide range of highly exquisite content across all categories.

Fun2 — a free platform — derives its revenue from sponsorships, advertisements and in-app purchases. It has been primed since its inception and is available on both Google Play Store and Apple Store.

“As India is rapidly moving towards a digital advertising-based economy, revenue will depend on how many people watch the videos and how many ads are shown while watching the videos. We also need to constantly check our advertising inventory , because it shouldn’t come at the expense of the user experience,” says Rahul.

Additionally, it will run programs where people can participate and drive engagement.

The startup plans to launch a talent management program soon to help new content creators become popular influencers.

“We also want to help advertisers and marketers tap into this talent through our platform, helping creators take important steps on this journey,” says Rahul.

Market data

Amid a nationwide lockdown driven by the COVID-19 pandemic, Fun2 has seen an increase in the average time users spend on the platform searching for content. This further boosted its number of monthly active users.

Rahul says his team wants to coexist and have healthy competition in a crowded market with many players including Triller, Instagram Reels, YouTube Shorts, Inasmuch asRoposoInasmuch asand Inasmuch asTrellInasmuch as.

Fun2 claims to have already integrated nearly 1,000 creators and finalizing its strategic partnerships with content creators. A merger with Instant Bollywood and a few others is in preparation.

The platform has more 700 influencers, over approximately 1,05,465 videos on its platform and over a million app downloads.

“The plan is to build a strong base in India and then expand into international markets, starting with the Asia-Pacific region. We would also like to explore regional and diverse cultural nuances within the country,” says Rahul.

Shirley K. Rosa