National, 26th April 2023: FilterCopy, India’s leading short-form content channel, clocked 3 billion views in the financial year 2022-23. Launched in 2015, FilterCopy continues to reign as the ultimate destination for short, snackable content. With a balanced gender ratio and a diverse mix of Millennial and Gen Z viewers from all over the country, the channel has become the go-to for advertisers across categories and scales for their marketing needs, and for celebrities like Shah Rukh Khan, Akshay Kumar, Varun Dhawan, Alia Bhatt to promote their upcoming movies.
Commenting on the channel’s success Shreya Agarwal, Head of FilterCopy says, “The team couldn’t be more proud! Our content has been viewed over 3 billion times, which is more than twice the population of our country – it’s incredible to think about the scale of our distribution and impact. FilterCopy has truly created the playbook for short-form content in India, built on authenticity, consistency, and an audience-first approach. We recognize that each social media platform serves a different purpose and caters to a different audience, so we not only tailor our content but also package it accordingly for each platform. For instance, our sketches have their titles appear differently on Facebook, YouTube, and Instagram, and have different aspect ratios based on the audience behavior on the platform. Our decentralized data approach allows all team members to access and analyze our analytics like engagement rates, watch time, retention graphs, and audience demographics, to see how the audience is engaging with our content and incorporate those insights into the next content piece itself. We value engagement above all else, knowing that if we aim to keep the audience consistently engaged.”
Agarwal also notes that as a culture creator, FilterCopy prides itself on giving a voice to communities that are often depicted in a regressive manner in mainstream media, without being preachy, and on creating content that strikes a chord with the audience in a humorous but meaningful way. “We’re constantly researching, monitoring comments and messages, and listening to our audiences to get these insights right,” she adds.
FilterCopy’s emphasis on innovation is reflected in the three new formats launched this year – musical reels (their own take on music videos where they explore relatable themes like life after boards, wedding pressure in a rap format), YouTube Shorts series (a unique storytelling format in <1-minute vertical videos), and mini-series (bridging the gap between short videos and full-fledged web series. All three have been well-received by the audience and advertisers, along with their existing formats. The channel’s growth strategy and biggest strength have been to stay true to its audience’s expectations while still pushing boundaries. With this approach, FilterCopy continues to meet the evolving needs of its audience, building a strong and highly engaged community.
