: #ExpertSpeak: Rise of celebrity engagement platforms – How, What & Why? #IndiaNEWS #Experts Speak The new trend in town, celebrity engagement platforms, are steadily taking over the fan universe

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#ExpertSpeak : Rise of celebrity engagement platforms – How, What & Why? #IndiaNEWS #Experts Speak
The new trend in town, celebrity engagement platforms, are steadily taking over the fan universe in the social domain. We speak to the helmers to deep dive into the latest trends that are emerging in the way fans engage with celebrities and the role of social media in it.



Tring, Celebfie, Unlu, Uplive, Truefan, and many more such celebrity engagement platforms aim to fill the void that exists between followers & celebrities through a social media element. The trend first began in the USA and has been gaining prominence in India in the last couple of years. In 2019, ALTBalaji acquired a 17. 5% stake in celebrity engagement platform, Tring. When TikTok was first banned, in a bid to dominate the space, homegrown short-video app Chingari partnered with Celebyte to add a celebrity engagement element.



From personalized messages to customized birthday wishes to meetups direct celebrity-fan engagement prospect has expanded vastly.  Social Samosa speaks at length with the torchbearers as they derive ways to monetize the apps while bridging the gap.



Celebrity Engagement Platforms The Need



There are over a billion people in India who have always celebrated or been in awe of their celebrity idols. Social media did fulfill a part of that wonderment where the fans came closer to their favorite celebrity. However, the social media population usually restricts quality fan-celebrity engagement.



According to Akshay Saini, CEO and Co-Founder, Tring, the celebrity engagement platform is a creator-first economy. “With the growing number of celebrities from across different fields, there is an increasing gap in earning potential, depending on various factors. Platforms like Tring helps bridge that gap and give celebrities the chance to maximize their fame with fans and various brands (local, regional, and national). The platform becomes an ever-growing revenue source for them. �







View this post on Instagram A post shared by Tring (Celebrity Shoutout) (@tring. india)







While Uplive was created to allow video social hosts to broadcast to the world, it also allows users to give virtually, have an interactive gaming center, and real-time translation. “This offering creates potential to continually expand and develop in new markets. For example, live music has grown to become the #1 content vertical on Uplive,� informs Ahmad Mukhtiyar, Marketing Manager, Uplive India.



Meanwhile, a financially difficult year has slashed ad budgets and lowered cost metrics on dynamically priced forums such as search engines and social media. This is where Celebfie stepped in. Raminder Singh, CEO- Celebfie quips that other celebrity-centric booking platforms in the digital space are transactional, whereas at Celebfie, the experience for the fans for a long-term connection with the celebrity.

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