Gadget Voize speaks to the team at Likee to find out the traction short video platforms have had on the market, the increase in sign-ups and content creation during the pandemic, and its plans for 2021

What sort of traction have short video platforms seen on the market?
The year 2020 will go down as one that changed the course of history with one of the major transitions being the shift to all things digital. With lockdowns being imposed across the region, video – and in particular short form video – content solidified its position as being the greatest of all time as it relates to showcasing creativity, entertainment and education across all levels be it corporate, family or the individual.

A recent study by PwC revealed that in the Middle East, 75% of consumers are using social media more during COVID-19 and 9 out of 10 consumers are likely to continue to use social media to the same extent after the pandemic is over.

2020 saw the rise of more people tuning to social media to consume their everyday content whether it is to be informed, be entertained or be educated. Having said we seen certain types of content be consumed are preferred over others, based on that we can expect to see the rise and continuation of a few trends as we start to venture more into the year and the start of the next decade.

During and post-pandemic, have you seen a major increase in sign-ups and content creation?
Throughout 2020, Likee has secured consistent growth and in terms of new user signups, content created as well as time spent on our short video platform all around the world and in particular the Middle East and North Africa (MENA) region.

In fact, according to App Annie, the leading global provider of mobile data and analytics, Likee was reported as being one of the top five most downloaded apps in the Google Play Store during the first week of 2021. It was ranked No. 1 in Oman and No. 3 the United Arab Emirates, Kuwait, Egypt, Jordan and Lebanon. Going beyond the top five, Likee stood at No. 7 in Bahrain and Saudi Arabia.

What sort of plans does Likee have for 2021?
For 2021, we plan to invest more time in the identification and development of content creators on Likee. Every content creator has a unique perspective and a beautiful story to tell. Content creators on Likee are very positive individuals that are looking to entertain and educate their followers and friends by conceptualizing, developing and sharing inspiring and meaningful content with each other.

We are constantly looking for people that create such exceptional content and provide them with the support they need to accelerate their own potential whilst bringing joy and positivity to the people that have the opportunity to see and engage with their content.

Which markets will you be focusing upon to further expand your presence in the MEA region?
Likee has already established a significant presence within the MENA region, with major regional centers opened in countries like Egypt and Jordan, which allow us to provide better and more localized services to our users in those markets. Our next initiatives include expansion into Morocco – to further enable us to service local users, and GCC markets such as KSA and UAE.

The entire region is very important to us strategically; we have built a large user base there to date, but we see enormous potential in every country in the Middle East and North Africa. Ultimately our plans are to open many more regional centers, to focus on uptake and offer better experiences to our users.

Will Likee introduce features focused on regional businesses to adopt the platform to further boost their digital presence?
We are constantly looking to attract creators who can provide valuable content on our platform, and to engage with them at a local level, thereby helping them build their presence on the platform and spread their message – not only to their regional audience, but also to the bigger stage of Likee users across the whole world. The creators are our partners, and we never lose sight of that.

A great example would be the LikeeComics Feature that we launched in the middle of 2020. Each effect has a unique touch that leads to the magical transformation of a photo into a comic. For instance, the mysterious painting feature presents a picture of the user with an antique frame. Gradually, the photo starts to peel-off and the comic version of the user’s photo is revealed. Similarly, the Comic Book effect cuts out the user in a photo, converts it into a comic and replaces the background with dynamic pop-art.

This is just one among the sea of features and tools offered by Likee to enhance the video creation experience and we plan to have more captivating, creative and innovative features added into the app as the year progresses.

Does Likee have an incentive program for content creators in this region?
Like other social media platforms, we are looking to engage with influencers that are looking to create positive, meaningful and highly engaging content on Likee. Our content creator program is quite diverse and versatile and varies from one creator to the next.

However, we do have a very active content creator program offering some exceptional incentives for those creators that create stellar content that abides by both the cultural and legal norms of each respective country within the MENA region.

What focus do you have on the security aspects of the platform and the app?
Security is extremely important to us, and we employ an advanced AI detection function to identify content related to youth safety violations. Furthermore, we have developed a protection mode (known as the ‘Adolescent Mode’) to prevent unsuitable content from being accessed by users who do not meet the strict age requirements. This protection mode is activated automatically for users after their successful registration on the platform.

We also actively encourage users to report any negative content they encounter; users can contact us to report the problematic content through our official channels, so that together we can maintain a safe online environment. We have a dedicated team working around the clock to ensure that all reported content and accounts will be handled immediately, with the appropriate action taken on a case by case basis.

What sort of traction have short video platforms seen on the market?
The year 2020 will go down as one that changed the course of history with one of the major transitions being the shift to all things digital. With lockdowns being imposed across the region, video – and in particular short form video – content solidified its positon as being the greatest of all time as it relates to showcasing creativity, entertainment and education across all levels be it corporate, family or the individual.

A recent study by PwC revealed that in the Middle East, 75% of consumers are using social media more during COVID-19 and 9 out of 10 consumers are likely to continue to use social media to the same extent after the pandemic is over.

2020 saw the rise of more people tuning to social media to consume their everyday content whether it is to be informed, be entertained or be educated. Having said we seen certain types of content be consumed are preferred over others, based on that we can expect to see the rise and continuation of a few trends as we start to venture more into the year and the start of the next decade.

During and post-pandemic, have you seen a major increase in sign-ups and content creation?
Throughout 2020, Likee has secured consistent growth and in terms of new user signups, content created as well as time spent on our short video platform all around the world and in particular the Middle East and North Africa (MENA) region.

In fact, according to App Annie, the leading global provider of mobile data and analytics, Likee was reported as being one of the top five most downloaded apps in the Google Play Store during the first week of 2021. It was ranked No. 1 in Oman and No. 3 the United Arab Emirates, Kuwait, Egypt, Jordan and Lebanon. Going beyond the top five, Likee stood at No. 7 in Bahrain and Saudi Arabia.

What sort of plans does Likee have for 2021?
For 2021, we plan to invest more time in the identification and development of content creators on Likee. Every content creator has a unique perspective and a beautiful story to tell. Content creators on Likee are very positive individuals that are looking to entertain and educate their followers and friends by conceptualizing, developing and sharing inspiring and meaningful content with each other.

We are constantly looking for people that create such exceptional content and provide them with the support they need to accelerate their own potential whilst bringing joy and positivity to the people that have the opportunity to see and engage with their content.

Which markets will you be focusing upon to further expand your presence in the MEA region?
Likee has already established a significant presence within the MENA region, with major regional centers opened in countries like Egypt and Jordan, which allow us to provide better and more localized services to our users in those markets. Our next initiatives include expansion into Morocco – to further enable us to service local users, and GCC markets such as KSA and UAE.

The entire region is very important to us strategically; we have built a large user base there to date, but we see enormous potential in every country in the Middle East and North Africa. Ultimately our plans are to open many more regional centers, to focus on uptake and offer better experiences to our users.

Will Likee introduce features focused on regional businesses to adopt the platform to further boost their digital presence?
We are constantly looking to attract creators who can provide valuable content on our platform, and to engage with them at a local level, thereby helping them build their presence on the platform and spread their message – not only to their regional audience, but also to the bigger stage of Likee users across the whole world. The creators are our partners, and we never lose sight of that.

A great example would be the LikeeComics Feature that we launched in the middle of 2020. Each effect has a unique touch that leads to the magical transformation of a photo into a comic. For instance, the mysterious painting feature presents a picture of the user with an antique frame. Gradually, the photo starts to peel-off and the comic version of the user’s photo is revealed. Similarly, the Comic Book effect cuts out the user in a photo, converts it into a comic and replaces the background with dynamic pop-art.

This is just one among the sea of features and tools offered by Likee to enhance the video creation experience and we plan to have more captivating, creative and innovative features added into the app as the year progresses.

Does Likee have an incentive program for content creators in this region?
Like other social media platforms, we are looking to engage with influencers that are looking to create positive, meaningful and highly engaging content on Likee. Our content creator program is quite diverse and versatile and varies from one creator to the next.

However, we do have a very active content creator program offering some exceptional incentives for those creators that create stellar content that abides by both the cultural and legal norms of each respective country within the MENA region.

What focus do you have on the security aspects of the platform and the app?
Security is extremely important to us, and we employ an advanced AI detection function to identify content related to youth safety violations. Furthermore, we have developed a protection mode (known as the ‘Adolescent Mode’) to prevent unsuitable content from being accessed by users who do not meet the strict age requirements. This protection mode is activated automatically for users after their successful registration on the platform.

We also actively encourage users to report any negative content they encounter; users can contact us to report the problematic content through our official channels, so that together we can maintain a safe online environment. We have a dedicated team working around the clock to ensure that all reported content and accounts will be handled immediately, with the appropriate action taken on a case by case basis.