Pocket Aces’ Infotainment Channel Nutshell clocks 4x growth in 4 Months

Pocket Aces promotes Rayvanta Kumar as the Head of Direct-To-Consumer Content Business

Pocket Aces’ newest channel Nutshell, which focuses on non-fiction infotainment content, has crossed the important milestone of 1 million followers on Instagram. The channel has been steadily growing across platforms with a highly engaged audience that consists of a healthy mix of millennials and Gen-Z from Metro Tier I and Tier II cities, clocking in an average of 42M viewers a month.

Launched in November 2019, Nutshell is India’s fastest-growing non-fiction infotainment channel that provides research-based stories aimed at feeding curious minds. India is a nation that loves to consume and share knowledge based content; we have seen this across quiz content on TV and this is a huge trend on chat apps such as WhatsApp as well.  Nutshell’s strategy focuses on leveraging this demand for knowledge by building deep communities in interest categories such as History, Geo-Politics, Personal Finance, Start Up Culture, and Sexual Health and Wellness, and becoming the go-to destination for informational videos and discussions around these categories.

Andre Borges, Channel Head of Nutshell, and also an influencer in his own right, shared, “Over the last few months, we have been testing the market to clearly understand what audiences need and want to watch. We have thoroughly embedded Nutshell within communities of people in these interest categories, allowing the channel to have access to a lot of data about what the audiences are thirsty for. After scaling Instagram, scaling our content and subscribers on YouTube and Discord is next for us.” Andre’s understanding of virality and audiences comes from 5+ years of prior experience as a Content Creator, Video Producer and News Production Manager at publications such as Buzzfeed India.

Rayvanta Kumar, Business Head, D2C Content, Pocket Aces said, “At Pocket Aces, we have already built large GEC channels such as FilterCopy and Dice Media, and one vertical focused channel in Gobble. Infotainment is a huge vertical globally, and works amazingly for Indian audiences who love sharing information with their families and friends. We get to use our playbook of the community approach even more deeply here, and that means we are creating a hyper engaged set of audiences. To give advertisers access to these audiences, we are now opening brand partnerships on Nutshell, and have already worked with some early partners such as Amazon Prime, Deserv, Edufund, Basis, Wint Wealth, etc.”




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