Whether it was new recipes or comedy on a loop, the follower counts of those at or near 1 million shot up faster through the Covid months than before them. So has the pandemic, which gave influencers the kind of captive audience they couldn’t have dreamed of. The introduction of Reels - which are easier to produce than videos - has helped in many ways. This is reflected in the creator ecosystem too, where young people are pursuing their passions and driving trends,” says Manish Chopra, director and head of partnerships at Facebook India, which owns Instagram.Įvery creator’s journey to a million followers is different. “The unique part about India is its diversity and young demographic. The power of the app has helped transform the lives of people such as Ashish Chanchlani, who has 10.2 million followers but started out as an anonymous engineering student, and Meghna Kamdar, whose 1 million followers tune in to watch her demonstrate innovative yet simple recipes with a twist (that sometimes don’t go all right). It helps that the platform that these social media stars hit 1 million on is Instagram - the simple, positive, relatively happy place that will have cornered an estimated 94% of influencer marketing revenue by the end of financial year 2021-22, according to a recent Influencer Marketing Outlook report by Buzzoka.
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The money, meanwhile, is rolling in, from product placement, paid offline gigs, contracts with major networks.
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“We’re grateful for the community that has built up around our effort,” says Abhiraj Rajadhyaksha, one half of Their most viral series was hashtagged #100ReasonsToLoveIndia, and their videos tell positive stories of hidden heroes and the good that people are doing. “After going all my life with so few friends, the thought that a million people were watching my content overwhelmed me.” It can be overwhelming, says comedian Dolly Singh. What’s it like to start at zero, no fame, no brand, no public identity, and climb, bit by bit, to internet stardom?
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