Firework eyes low-cost, ‘clean’ digital content

Kolkata: The Covid-19 pandemic has seen an unprecedented rise in the consumption of digital content, especially on mobile platforms. Now, creating a niche for itself and enabling publishers to increase their audience engagement is Silicon Valley-based open-web video story publishing platform

Firework

that promises to provide “clean and refined content for the mature audience”.

According to a Comscore report, total digital visits (mobile and desktop) across ten key categories peaked at 64.3 billion during April 20-26, 2020. Since then, total digital visits have slowly declined, but remained over 30% higher than pre-pandemic levels.

Speaking to TOI, Firework India and EMEA CEO Sunil Nair said, “During the pandemic, many traditional publishers realised that they needed to spend a lot to engage more audiences. However, with just a few tweaks, Firework enabled them to make that transition without the huge investment. The same is true for even startup brands.”

“The audience now prefers short content that is less time-consuming. With its vertical 30-second video story format, Firework increased the engagement on its partners’ websites/apps by nearly 72% between April and June. July-August saw a jump of another 37%,” he said.

Firework’s content does not need a specific app or website to be viewed as its videos are available on ‘open web’ and can be viewed on the scores of partner websites/apps. This helps creators generate revenue even if s/he does not have a huge fan base on a particular platform.

“Only clean and refined content is published via Firework. Our team works round the clock to ensure that no cringe content finds its way onto our partners’ platforms,” Nair added.

Vodafone Idea (Vi) has recently tied up with Firework to leverage the latter’s content repository from global content studios and get access to unique occupation-generated content creators.


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