Inshorts aims to revolutionize the way users consume news: Deepit Purkayastha

Short news app Inshorts has an active user base of more than 12 million people and is known to be the highest-rated news app in India. Earlier in April 2024, the media platform which delivers news in 60 words with over 15 million downloads, had announced a transition in its executive leadership framework with Deepit Purkayastha, Co-founder of the organization, taking on the position of the CEO.

Inshorts is considered to be one of the most credible news sources in India and has collaborated with over 1,500 brands for content partnerships and marketing campaigns. A91 Partners, Vy Capital, SIG, Tanglin Venture Partners, Tiger Global, and Addition are all investors in Inshorts.

In conversation with Adgully, Deepit Purkayastha, Co-founder & CEO, Inshorts Group, delves into the brand vision and mission of Inshorts, its USP, the hyperlocal marketing strategy of the public app, the advanced technology that is leveraged for understanding user behaviour, delivering impactful advertising experiences for them, and more.

Commenting on the brand vision of Inshorts surrounding its mission to provide busy users with news and updates in the format of their preference, Deepit Purkayastha said, “Inshorts aims to revolutionize the way users consume news by delivering updates in a concise format. The core mission is to provide a streamlined news experience by summarizing stories into 60-word snippets. By offering bite-sized news summaries, Inshorts ensures that users can easily stay informed without the need to wade through lengthy articles. This approach emphasizes efficiency, allowing users to quickly access key information, and convenience, fitting seamlessly into their fast-paced lives.”

He further said that by focusing on brevity, Inshorts aims to deliver clear and straightforward information, minimizing confusion and information overload. The platform prioritizes both the quality and comprehensiveness of information, guaranteeing that users receive accurate and relevant updates.

“Overall, Inshorts is dedicated to making news accessible and digestible, prioritizing both user experience and efficiency,” Purkayastha added.

Speaking on the USP of Inshorts in terms of providing 60-word news summaries in both Hindi and English, Purkayastha said, “Inshorts’ unique selling proposition (USP) lies in its distinctive approach to delivering news through 60-word summaries in both Hindi and English. This approach significantly enhances accessibility by transforming complex stories into concise, easily digestible snippets. By condensing intricate news into brief, engaging segments, Inshorts ensures that users can quickly and efficiently grasp the essential information without having to navigate lengthy articles. This format caters specifically to busy individuals who need to stay informed but have limited time for traditional news consumption. The focus on clarity and brevity helps prevent information overload, making the news both straightforward and manageable.”

Discussing about the hyperlocal marketing strategy of Inshorts as a provider of short-format video content with real-time updates, available in 12 Indian languages catering to a diversified audience, he shared, “The Public app is a groundbreaking platform that revolutionizes local short-format video content by focusing on real-time updates and events from your city/ town/ district. Designed to bring you the latest news, updates, content, happenings, jobs, and government updates from your city/ town/ district and community, Public offers a location-based experience that ensures you stay connected with the stories that matter most to you.”

He further said, “Serving over 70 million active users across more than 3,000 cities, Public delivers relevant and localized updates in 12 Indian languages, catering to a diverse audience with relevant localized updates. Public leverages collaborations with local content creators who capture and deliver engaging videos that reflect the pulse of their neighborhoods. This approach not only keeps the content fresh and pertinent but also fosters a deeper connection between users and their communities. Additionally, the app uses real-time updates to keep users informed and engaged, while regularly conducting polls and surveys to gather valuable user insights. This comprehensive strategy enhances community interaction and provides actionable data for advertisers, ensuring that the Public remains a relevant and immersive source of local news and updates.”

Emphasizing on the advanced technology utilized to comprehend user behaviour, ensuring advertising experiences that leave an impact, Purkayastha said, “Both Public and Inshorts utilize advertising technology to deliver highly effective, non-intrusive advertising experiences for their users. Public offers advertisers advanced local and linguistic targeting options to enhance the effectiveness of their campaigns. By leveraging its local approach, Public allows advertisers to reach audiences based on specific geographic locations, ensuring that ads are relevant to users within particular neighborhoods or regions. This local targeting capability enables advertisers to connect with communities on a more personal level, aligning their messages with local interests and needs.”

Additionally, it also provides linguistic targeting options by delivering content in 12 Indian languages. Advertisers can tailor their campaigns to specific language preferences, ensuring that ads are communicated effectively to diverse linguistic groups. This feature helps advertisers reach a broader audience while maintaining the relevance of their messages to users’ linguistic and cultural contexts.

“On the other hand, Inshorts excels in offering advertisers multiple innovative formats and native advertising solutions while ensuring a non-intrusive user experience,” he added.

The app’s advertising strategy incorporates a range of creative formats, including native ads that blend seamlessly with its 60-word news summaries. Beyond these, Inshorts leverages cutting-edge innovations such as interactive treasure hunts, which gamify the ad experience, augmented reality (AR) to bring products to life in the user's environment, and voice recognition technology for personalized interaction. These advancements not only enhance user engagement but also provide advertisers with unique, immersive ways to connect with their audience effectively.

Elaborating the highly engaging and distinctive advertising capabilities offered by both Public and Inshorts apps, Purkayastha said, “Both Public and Inshorts have emerged as prominent platforms in the realm of short-form content consumption, each offering distinct advertising opportunities. While sharing similarities in fundamental ad formats like native and video ads, as well as the ability to customize campaigns to specific advertiser briefs with innovative formats, their unique strengths cater to different advertising objectives. The Public app differentiates itself through its local focus and multilingual content. By offering content in 12 Indian languages, the platform enables advertisers to target specific regions and linguistic demographics with unparalleled precision. This granular targeting, coupled with visually engaging mediums, provides advertisers with a potent combination to reach their desired audience effectively. Unlike other short video apps that primarily focus on entertainment, Public stands out as a trusted platform for local information. Its deep-rooted connection to community news and real-time updates makes it the go-to choice for advertisers looking to build authentic relationships with their audience.”

Brands such as Hotstar, Cadbury, Realme, Motorola, Samsung, PNB, and Ultratech have all leveraged the Public’s linguistic and regional targeting benefits, showcasing its effectiveness in reaching diverse audiences and achieving meaningful engagement. On the other hand, Inshorts has built a strong reputation for its clean and user-friendly interface. The platform seamlessly integrates ads into the news feed and ensures that advertisements are less intrusive. Innovative formats such as rich media and dynamic visuals enhance user engagement, while technological advancements like voice recognition and augmented reality provide interactive experiences that further captivate the audience.

Additionally, gamification elements like treasure hunts and quiz formats add an extra layer of engagement, making the platform not just a source of news, but also an interactive experience. The platform’s substantial user base amplifies its reach, making it an attractive option for brands aiming for broad audience exposure.

Commenting on how the short-format content consumption scenario has evolved over the years, as well as the trends, challenges, and opportunities, Purkayastha noted, “Over the years, the consumption of short-format content has seen significant growth, driven by the increasing demand for quick, easily digestible information. This trend is fueled by the proliferation of smartphones, high-speed internet, and the busy lifestyles of modern users. The challenges in this space include maintaining content quality and relevance while keeping it concise. However, the opportunities are immense, with a growing audience base and the potential for innovative content formats. Current trends indicate a preference for video content, regional language content, and personalized recommendations. As technology continues to evolve, the short-format content landscape will likely see further innovations, enhancing user engagement and satisfaction.”

Also Read: Inshorts Co-Founder & CEO Azhar Iqubal to transition to Chairman role