Azhar Iqubal, Anunay Arunav of IIT Delhi, and Deepit Purkayastha of IIT Kharagpur, in 2013 emerged with curating the essential news articles and then serving them 60-word briefs.
This was later sampled on a Facebook page which promptly got the reader’s attention. Within a few months, the team initiated a mobile app known as ‘News in Shorts.’ Inshorts unravelled into branded content and launched its first ad in July 2016.
Airtel was the first-ever brand to publicise on its platform, and now its clientage includes global brands like Vodafone, OnePlus, Mercedez, Netflix, Amazon Prime, Myntra.
Demographic of Users
Inshorts, which runs a popular news aggregator app in India, targets the smartphone generation who are short on time and want to stay updated with the current affairs. Consequently, a large number of readers are from metros and Tier I cities. Inshorts receives 38% of traction from 18-24, and 40% of its users are in the age group of 24 – 35 years.
The top ten cities enclose New Delhi, Bengaluru, Mumbai, Pune, Hyderabad, Chennai, Kolkata, Lucknow, Chandigarh and Ahmedabad. Furthermore, the app is relatively popular among influencers like industry experts, politicians across the scope.
“We have done multiple campaigns with Netflix for their web series like Narcos, 13 Reasons Why, The Umbrella Academy, and Ghoul. For Amazon Prime, we have done a campaign around Oscar-nominated sci-fi movies – Ready Player One, a Comedy-drama series – Whiskey Cavalier and many more. We have also partnered with brands like Toyota, Levis, etc., in the past,” shares Tarun Arora, CMO, Inshorts.
Helping Advertisers Engage with their Audience
Inshorts, with its 60 words news format, concentrates and points on the fast-paced atmosphere and public who want to look over the news without endowing much time on a specific subject.
Indifferent from existing ad formats, it also includes designer/fact card and banner card ads. Inshorts furnishes aggregated news in small-sized chunks to enable users to get an outline of trending stories, without going too deep into the details and technicalities, unless they are interested in doing so.
Inshorts is a useful app which makes it feasible for an entrepreneur to read news from other sources overwhelmingly as they lack time, and the content sometimes has sheer volume. Through an app like this, users can get a bird’s eye view of the day’s happenings. They can read through 30-40 stories in 10-15 minutes, depending on their reading speed.
More success pursued when Inshorts raised Series A round from Tiger Global and Rebright Partners, followed by Series B within four months from Tiger Global again in 2015. Since then, the app has gathered a rating of 4.6, 10 million+ downloads and more than 3 billion page views per month on Android.
Inshorts has raised $35 million in a new financing round led by Lee Fixel’s addition. The Indian startup is looking forward to gauging its adjacent, social network platform.
Inshorts Recently Launched a Product called “Public”.
Public is a location-based, video-first, hyper-local social platform for journalists, publishers, and brands to report the news. As Inshorts moving in an unstoppable manner in the field of AI and creative innovation.
Public is available in several major Indian languages including Hindi, Bengali, Punjabi, Telugu, Tamil, Kannada, Malayalam, Odia, Assamese, Gujarati and Marathi. Iqubal highlights that Public allows shop owners to drive e-commerce, assisting as a categorised platform and allowing recruiters to hire people.
The application has about 10 million daily audiences. Moreover, Inshorts is already making money through advertising. The app, which also provides entertainment and news services, has amassed more than 50 million monthly active users. More than 1 million videos are created on the platform every month.
According to Iqubal, Public would attempt to strengthen its penetration across India. In the future, he prefers to expand Public outside of India as well.
Inshorts, with various innovative and discreet ad formats 60 words ad content format, has benefited the advertisers to engage with their audience creatively. Inshorts being a supervisor in the short form content marketing space plans to provide holistic and long-term solutions to brands looking to stay connected to their audience throughout the customer lifecycle.