“Whether you love crafting, cooking, cosmetics or clothing, Tangi has 60-second videos to help you try something new—and a place to share it back too. You can also share a re-creation of things you tried out with Tangi’s “Try It” feature, which helps build a community between creators and their fans,” Tangi’s team leader, Coco Mao said in a blog post.
Mark Zuckerberg too agreed that TikTok is doing better than Instagram in some markets, including India. He noted that TikTok is more popular because it “married short-form, immersive video with browse.
Tangi is focussed on DIY content & this educational approach might help it stay off the government’s radar, though whether that will help the app grow is yet to be determined.