How Language, Culture, and Geography shape Online Dialogue: Insights from Koo

Koo is a microblogging platform based in India launched in 2020 with the explicit aim of catering to non-Western communities in their vernacular languages. With a near-complete dataset totalling over 71M posts and 399M user interactions, we show how Koo has attracted users from several countries including India, Nigeria and Brazil, but with variable levels of sustained user engagement. We highlight how Koo's interaction network has been shaped by multiple country-specific migrations and displays strong divides between linguistic and cultural communities, for instance, with English-speaking communities from India and Nigeria largely isolated from one another. Finally, we analyse the content shared by each linguistic community and identify cultural patterns that promote similar discourses across language groups. Our study raises the prospect that a multilingual and politically diverse platform like Koo may be able to cultivate vernacular communities that have, historically, not been prioritised by US-based social media platforms.