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Why Koo is spending ₹80 lakhs per month on Facebook ads

Most of us remember Koo as the desi version of Twitter. Koo had started with a bang when the government of India began a dedicated endorsement of a home-grown social media app for Indians.

Koo is almost a complete copy of Twitter with some minor differences – it is essentially an app built for Indians to share their views using Indian languages, making it an attractive option for a multilingual country like ours.

The app launched in March 2020 and started gaining traction in June of last year. Koo currently has over 14 million app downloads and has had ₹255 crore in fundraising in the last 18 months. The company aims to have 100 million users registered to the platform by the end of this year.

Twitter currently has 22 million users in India. Koo is splurging on Facebook ads to get more users on board. According to Facebook Ad Library, the company has spent approximately ₹2.4 crore on Facebook ads in the last 3 months. To put that into better perspective, the company has spent ₹80 lakh per month and ₹2.6 lakh per day in the last 3 months, making Koo the top spender on Facebook.

The ads run across various social media platforms like Facebook and Instagram is 65% of their total marketing expense, that is, ₹3.7 crore. The strategy was a success as the app was downloaded 3.5 million times between July 1 and October 5.

Some of the prominent faces using the Koo app are Prime Minister Narendra Modi, Uttar Pradesh Chief Minister Yogi Adityanath, and Bollywood actor Kangana Ranaut.

So what’s your opinion? Will Koo replace Twitter in India? Share your thoughts in the comments! And join TheAdNetwork family to keep up with all things in the ad world!

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