iWorld
Likee is the 4th most downloaded social media app globally: Sensor Tower Report
MUMBAI: Short video platform Likee has yet again emerged as one of the five most downloaded social media apps. According to the latest data released by Sensor Tower, the short video app by Singapore-based BIGO Technology Pte Ltd stand firm at the fourth spot among the most downloaded social media apps globally in February 2020. Likee has entrenched its top position by featuring among the six most downloaded non-gaming apps both in January as well as February. The consecutive reports reaffirm Likee’s widespread popularity across the world.
According to the report released by the app’s parent company for October-December 2019 Quarter, the Monthly Active User (MAU) of Likee reached 115.3 million from 37.4 million in the corresponding period of 2018, representing an increase of around 208% on yearly basis for Likee.
Launched in 2017, the short video app has registered significant growth in the recent past. The surge in Likee’s popularity has been powered by some of its unique features as well as campaigns, that provide a niche to the platform. In India, which has emerged as a promising market for the app, Likee introduced varied campaigns such as #LikeeDreams, #KilltheChill, #DanceForAnimals and #1km1day. While #LikeeDreams empowered several Likeers to create a positive impact in the society, #KilltheChill campaign helped shelter-less people who battled intense cold waves.
Apart from this, Likee has emerged as the most-preferred platform for the massive Bollywood and Indian music industry to reach out to cinephiles across the country. Major production brands such as T-Series, Fox Star Studios, Salman Khan Films and Red Chillies Production, among others, collaborated with Likee to promote a number of films and songs. Exciting hashtag challenges were introduced to ensure participation of millions of Likeers. In India, the app is available in 15 regional languages, including, Tamil, Telugu, Marathi, Punjabi, Bengali and Gujarati.
e-commerce
Instamart gold dig event at Hussain Sagar goes viral
Hyderabad activation ties to gold price lock offer ahead of Akshaya Tritiya
MUMBAI: All that glitters isn’t just gold, it’s also great marketing. A quirky on-ground activation by Instamart at Hussain Sagar Lake has turned into a viral spectacle, with videos of people digging for gold coins flooding social media feeds this week. The campaign, executed in collaboration with Moms, transformed a patch of the city’s iconic lakefront into what online users quickly dubbed a “mini gold rush”. Armed with spades, participants dug through a mud-filled pit in search of hidden gold coins, an activity that drew crowds, cameras and plenty of commentary online, ranging from amused disbelief to outright fascination.
At the heart of the frenzy was a promotional push for Instamart’s ‘Gold Price Lock’ feature, which allows users to secure prevailing gold rates between April 10 and April 16 and complete their purchase later during Akshaya Tritiya, a period traditionally associated with high gold buying. The mechanic cleverly blended physical participation with digital conversion, turning curiosity into a potential transaction.
Branded as ‘Gold Diggers’, the activation leaned into gamified engagement. Those who struck lucky walked away with coins, those who didn’t were nudged with a simple message: lock the price now, buy later. The result was a steady stream of footfall and a surge in user-generated content, as onlookers and participants alike documented the spectacle.
The timing is significant. India remains one of the world’s largest consumers of gold, with demand peaking around Akshaya Tritiya. Data from the World Gold Council suggests the festival alone accounts for roughly 25–30 tonnes of gold purchases annually, making it a high-stakes window for brands looking to tap into consumer sentiment.
As the ‘Gold Price Lock’ feature remains live until April 16, the campaign has already done its job turning a simple product feature into a citywide moment. Because sometimes, the quickest way to get people talking about gold isn’t to sell it, it’s to make them dig for it.
