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Lokal is a house of focused apps serving Tier-2/3+ India with local-language internet products across edutainment, jobs, matrimony, agri-consulting, community, wellness, and advisory services. The company was founded in 2018 with the hypothesis that people in smaller towns would engage meaningfully online if content was in their own language. Today, Lokal operates dozens of live apps backed by Y Combinator, Sony, Global Brain, India Quotient, and 3one4 Capital.
You will join as a Content Associate for GyanTV, Lokal's edutainment and skill-learning platform in regional languages. This is an end-to-end content ownership role where you will drive the full lifecycle: ideation, production, creator coordination, quality control, and performance analysis.
Key responsibilities include:
- Create and execute short-form learning and edutainment content for GyanTV
- Develop content ideas and formats based on trends, audience needs, and performance data
- Collaborate with writers, editors, and creators from ideation through final output
- Identify, recruit, and manage relevant content creators
- Review scripts, hooks, thumbnails, edits, and final videos for quality
- Track content metrics and optimize topics, formats, storytelling, and engagement
- Conduct content audits and identify improvement opportunities
- Leverage AI tools for research, ideation, QC, analysis, and production workflows
- Partner with Product and Marketing teams to improve content consumption and platform performance
The role demands a content-owner mindset, strong understanding of audience psychology and trends, storytelling expertise, and the ability to use data and AI tools to continuously improve content quality and engagement.
Requirements:
- Bachelor's degree in any discipline from a recognized university
- 2–5 years of experience in digital content, short-form content, media, edutainment, or creator-led content
- Strong understanding of hooks, retention, storytelling, CTAs, and visual content
- Hands-on experience working with creators or content production teams
- Comfortable analyzing content analytics and performance metrics
- Hands-on understanding of AI-assisted content workflows
- Strong proficiency in Malayalam (vernacular language) and working English
- Strong creative judgment with a content ownership mindset
