India is a land of 100s of regional languages. Not necessarily every Indian would know English. Do you know, almost 1 billion Indians are not used to English? It may sound strange! But when countries like China, Japan, South Korea, etc. can do well in their regional languages; then why can’t we? This fact was no less than a golden opportunity for a microblogging platform like “Koo.”
It realized the fact that Indians love to share their thoughts in their mother tongue. Thus, Koo, an Indian microblogging and social networking service was launched in 2019. How does Koo app make money? How does it work? It is similar to Twitter but gained huge fame within 3 years of its establishment. So, in this article, you will get a thorough explanation of the “Business Model of Koo App.”
Koo App: A Brief Overview
Koo is a globally available micro-blogging and social networking platform. It is owned by Bengaluru-based Bombinate Technologies. Koo hosts over 50 million users from 100 countries. It empowers you to express your thoughts and connect with others on a range of topics. You may find it similar to “Twitter” due to the bird logo. But the key distinguishing feature is, Koo offers the platform in regional Indian languages. Thus, those who are unfamiliar with English can seamlessly use the platform and express themselves in any indigenous language. Koo is highly popular in foreign countries too like Nigeria and Brazil.
Let’s have a brief overview of the Koo App-
|Company’s Name||Koo App|
|Type of Company||Microblogging Platform & Social Networking Service|
|Founders||Aprameya Radhakrishna (CEO) and Mayank Bidawatka|
|Headquarters||Bengaluru (Karnataka, India)|
|Operating Space||B2C (Business-to-Customer)|
|Market Valuation (FY22)||Rs.2,255 crore|
|Revenue (FY22)||Rs.14 lakhs|
|Expenses (FY22)||Rs.202 crore|
|Net Profit/Loss (FY22)||Loss of Rs.197 crore|
|Competitors||Twitter, Facebook, Weibo, Pinterest.|
Koo is an app similar to Twitter but with a focus on Indian content and users. It allows users to post short updates in their native Indian language. It works in the following ways-
Multi Linguistic Feature
Koo app’s focus on regional Indian languages has made it popular among users who prefer to communicate in their native language. The app provides a platform for users to express their thoughts and opinions in a language that they are comfortable with. It supports the following languages-
|Languages Available in Koo App||Language’s Name|
|Indian Languages||Hindi, Kannada, Tamil, Telugu, Assamese, Marathi, Bengali, Gujarati, Punjabi|
|Foreign Languages||English, French, Portuguese, Spanish, Italian, German, Hausa Thai, Vietnamese, Turkish, Korean|
Promoting Self-Reliant India
Have you wondered why the Koo app used a bird in its logo? To replicate Twitter? Certainly not! The yellow bird represents “Sone Ki Chidiya” or “the Golden bird.” India was also known as the golden bird in the ancient and medieval eras. This logo not only shows freedom of expression but also represents Indian origin.
Koo app gained popularity in India in 2021 when the Indian government banned several Chinese apps, including Twitter’s rival, Weibo. The ban created a political and social context for Indian users to switch to an alternative social media platform. It won the Indian government’s Atma Nirbhar App Innovation Challenge which selected the best indigenous app across the country.
Koo app has a simple and user-friendly interface, which has made it easy for users to navigate and use the app. It categorizes the users through their posts and hashtags. The app’s design is visually appealing, and it is easy to post and interact with other users. It also introduced a new feature “Talk to Type” where you can create a post with Koo’s voice assistant. Also, it marks the verified accounts with a golden-colored tick.
How to use the Koo app?
You need to follow the below steps to use the Koo app-
Step 1: Sign Up
You can download the Koo app from Google Pay Store or the Apple App Store. Then, you can sign up for a new account using your phone number or email address.
Step 2: Profile Creation
Once you sign up in Koo, you can create your profile by providing information like name, bio, profile picture, range of interests, etc. Also, you can link your Twitter and Facebook accounts to your Koo profile for better synchronization.
Step 3: Post Creation
You can create posts on it by typing your thoughts or uploading photos or videos. You can create and add hashtags, and location tags to make your posts more discoverable.
Step 4: Engagement
You can engage with other Koo users by liking, commenting, or reposting the posts. You can follow other users too just like Instagram or Twitter.
Although the above four are the crucial steps that you need to use the app. But in case you want to proceed further, you must know the following features-
- Discoverability: You can discover new content and users based on their interests and location. You can explore different categories like news, sports, entertainment, business, etc. Koo also provides recommendations for users to follow based on their interests and activity on the platform.
- Verification: Koo verifies the identity of public figures and government officials on the platform to ensure authenticity and credibility.
Revenue Sources: How Does Koo App Make Money?
Koo app makes money through its diverse revenue sources. Some of the significant revenue sources of the Koo app are-
Koo app generates money (revenue) through advertising. The app displays ads to its users, and advertisers can target specific user demographics and interests to reach their target audience. Koo also offers promoted posts to advertisers, where they can pay to have their content displayed prominently in users’ feeds. Some of the brands that use the Koo app for advertisements are-
- UCO Bank
- Tata neu
- HDFC Securities
- Bajaj Group
- Fortis Healthcare
To make money Koo app has partnered with various organizations and brands to generate revenue. For instance, it has partnered with government bodies and ministries to provide official updates and announcements on the platform. For example- the Ministry of Culture & Tourism. Koo also partners with content creators and influencers to promote branded content and sponsorships.
Monetization of Creator Ecosystem
Koo has recently introduced a monetization program for content creators on the platform. This program allows creators to earn money by creating engaging content, which is rewarded by the platform’s users. The program includes features such as “Koo Stars” and “Koo Communities” which allow creators to earn rewards based on the engagement and popularity of their content.
For example- Koo became a Twitter alternative for India’s Hindu nationalists who sought to leave Western social networks.
Koo also generates revenue by promoting sponsored content. Brands and businesses can work with Koo to create content that is relevant to the platform’s users, and that promotes their products or services. Koo may also explore in-app purchases in the future, such as premium features or subscription-based services, to generate additional revenue.
The popularity of the Koo app is quite astonishing when it comes to indigenous social networking platforms. Numerous marketing strategies of the Koo app are-
Localized Marketing Campaigns
As you know Koo has positioned itself as a platform for users to express themselves in regional Indian languages. And localized marketing campaigns are the perfect fit to connect with the target audience. It included ads and promotional materials created in regional languages. Also, the regional influencers and creators contributed significantly to promoting the Koo app.
Koo has used public relations to generate buzz and awareness for the app. This included press releases, media interviews, and media coverage. Koo has also worked with journalists and media outlets to promote the app and its features. The Indian government has also played a crucial role in promoting the Koo app, especially during farmers’ protests in 2021.
Koo has formed strategic partnerships to promote the app and its features. For instance, Koo has partnered with government bodies and ministries to provide official updates and announcements on the platform. Koo has also partnered with organizations and brands to create co-branded content and promotions.
Koo is a microblogging platform for users to express their opinions and connect with like-minded individuals in regional languages. The Koo app generates revenue by promoting user accounts. Users can increase the reach and distribution of their content among other users by paying for the promotion. According to sources, the Koo app may also introduce a paid model in the future. Once it is officially announced, we will update you soon!