Likee has strengthened its focus on the Middle East and North Africa region, in response to a significant rise in user numbers. Offering short-form videos – recorded and live-streamed – Likee is at the forefront of a revolution in how people consume and interact with content. Likee is committed to creating a relevant environment and experience for regional users, backed by the advanced Artificial Intelligence-driven content curation and quality control technology from BIGO.
Launched in 2017, Likee has grown dramatically. In fact, according to the recently launched earnings report by parent company JOYY, Likee’s total Monthly Average Users (MAUs) has swelled to 115.3 million. In addition, in 2019 Likee was also recognized as being the seventh most downloaded application in the world, and ranked first in the ‘Top 10 Breakout Apps’ list, according to App Annie, the app industry watcher. This growth has continued into 2020, with industry analyst Sensor Tower ranking Likee as the fourth most popular application in the world in January 2020.
Mike Ong, Vice President, BIGO Technology, said: “Our continued expansion and refinement of content has enabled us to achieve a 208.3% increase of MAUs on a yearly basis and 15.1% on a sequential basis. The MENA region is a key focus for us as a company, and our platforms are well-received among the youthful, tech-savvy, and globally-connected regional community. We are at the forefront of a revolution in content creation and consumption, and we are proud to bring our users a way to express their individuality and talents, showcase their unique cultures, and engage with a like-minded global network.”
Likee’s growing popularity can be tied to the rise in preference for short-form video as a way to consume content and interact with a diverse, dispersed network. The platform also offers a number of features that allows users to customize their videos, including templates for backgrounds and effects, age progression, morphing and swapping, and converting to comic. Advanced capabilities include the ability to edit make-up and hair colour, image and video filters, and there is significant investment in innovation to continuously add to the user experience.
Fully committed to a safe and enjoyable for all users, across age-groups, Likee has incorporated strong measures for user privacy and parental control. These features enable a more curated experience in content consumption, content creation, and interactivity. These controls will specify the categories allowed by automated recommendations, make all videos private, and disable livestreams, comments, private messages, and more.
With the hashtag feature, Likee is also a platform for brands to get active in engaging their audiences. Likee has already seen celebrities getting active for promoting movies, community initiatives such as #LikeeDreams, and even initiatives to promote fitness such as #1KM1DAY, which encouraged and educated users to be more active. In India, Likee earned its way into the Guinness Book of World Records with its #IAmIndian campaign, for the largest online video album of people waving a flag.
“We believe that the high smartphone and Internet penetration in the MENA region is dramatically altering how digital natives and adopters use video as a communications tool. Likee is also breaking news grounds in digital innovation, including being used for education. Our #LikeeDreams campaign has highlighted the potential for Likee to drive socio-economic progress within communities and nations, and we look forward to being a part of the digital transformation narrative of the MENA region,” Ong added.