The short video format has gained significant traction as the new favored form of communication and entertainment. Of the many applications now featuring short videos, Likee is one platform that is enabling creators in showcasing a wide range of talent that would otherwise go unnoticed.
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In times where social media has become a channel for all means, Likee has become the source for a lot of creators to make their voices heard through short videos. The market for short video-sharing apps in Pakistan is still nascent, witnessing new entrants quite frequently. However, for individuals, Likee is building a landscape that is beneficial for many reasons.

“As a student who has grown fond of the app due to its user-friendliness and ability to reach many eyes at the same time, I’ve found Likee empowering due to the financial freedom it has granted me. I make videos on a variety of genres that are family-friendly, positive, and funny,” remarked Basit Bashu, a creator from Gilgit Baltistan.

Likee operates with a distinct business model that provides creators with the opportunity to take monetary advantage of the videos they post. These come mostly in the form of monthly payments that are made to the top creators of the platform. Creators from the platform appreciate how Likee encourages their efforts not just through recognition but with remuneration as well.
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Aruba Tazeen is another content creator from Karachi who has been using the app for almost 4 years now. Her significant number of followers enjoy her content to the fullest and she believes that the platform offers individuals a chance to become more confident and independent. “I cover hybrid/mixed genres on Likee, including trending content. Creating short videos for the app serves as a creative outlet for me as I juggle it with a routine day job,” she states.

Figure 1: From left to right – Danish Ali, Uruba Tazeen & Basit Bashu

When Likee was first launched in Pakistan, it was relatively unknown but with the rising popularity of short videos amongst internet users, the platform has gained significant relevance too. Videos on the platform cover a host of interesting topics, presenting them in a new and refreshed light.

For Karachi’s Danish Ali, Likee has served as a place where he can enlighten people with religious messages. “My content includes different genres, but mainly I try to cover Islamic content and anything that conveys goodwill messages across. I have been using the application for the past 1.5 years. My journey with the Likee app has remained favorable for me and has empowered me on a financial and an individual level.”
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The world has recently begun emerging from one of the worst humanitarian crises in modern history. As we embrace changed realities, the digital world offers a sense of semblance and glee to the masses. Likee, for one, is an application that is allowing not just creators but individual users to lift their spirits and lives collectively.

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