The times, they are a changing’ and so are the dynamics of social media and its all important catalyst – the influencers!
Till some time back who would have thought that a 72 year old yesteryear Bollywood actress who had all but faded from public appearances would not only make her Insta debut but would emerge as one of the most happening social media influencers, what with brands across categories queueing up to associate with her in high decibel paid partnerships. One is talking about Zeenat Aman of course, who with 737K followers is doing things beyond the gram by the dozen too – ramp walks, off gram brand endorsements, Magazine cover shoots – you name it!
Of course, we cannot overlook Amitabh Bachchan, who was one of the early birds to latch on to the social media bandwagon. Much like in films, he soon became a ‘Shahenshah’ of social media engagement as well, with his blog and various social media accounts, providing a direct line to his fans. From Bollywood but on a different trajectory, actor turned philanthropist Sonu Sood, took his influence a step further by co-founding a social media app, Explurger, which redefined online socialization and showcased his entrepreneurial spirit.
However, Zeenat Aman and others are only part of a phenomenon where Instagram and other social media platforms are eagerly looking forward to credible and trustworthy influencers to dish out what to eat, drink, how to make merry and anything in between. According to a recent study Instagram in India is growing at an astounding rate, adding around 100 million users in every nine months. Ms Aman may still have a long way to go to catch up with Virat Kohli for example, as the ace cricketer is a superstar in Instagram with a following of over 240 million. No wonder few can match the number of brands he supports!
Films and Sports are not the only ones. Baba Ramdev – With more than 6 lakh followers on Twitter, more than 7 lakhs likes for his Facebook page and an active presence on Instagram and Pinterest, makes no bones about the fact that he is a ‘social sanyasi’. On a totally different gear, Business Tycoon Anand Mahindra has over 11 million subscribers on micro blogging platform X. So be it Art or Architecture, Fitness or Fat loss, Personal Finance or Motivation – a large captive audience is ready to lap it up from the prospective influencers – provided they have got it what it takes to stand out from an ocean of clutter.
Increasingly the new media of Podcasts is also being leveraged additionally by the social media influencers as an extension of their presence and reach. Subject Matter Experts, Opinion Makers and Journalists are also finding their unique niche as domain specific micro influencers in the space of social media and podcasts.
While on the one hand celebs and content creators from different walks of life are finding a parallel career (or in some cases the only one) as social media influencers, the reverse is also true where increasingly popular social media stars are finding their way to the larger canvas of entertainment or enterprise.
Bhuvan Bam, arguably one of the top YouTubers in the country with around 29 million subscribers, after making slapstick comedy skits and music videos for years has also entered the acting fray with lead roles in two different series on two different OTT platforms – Taza Khabar in Disney+Hotstar and Rafta Rafta in Amazon. More projects are on the anvil. Meanwhile Ajey Nagar, popularly known as CarryMinati, who at present is even more popular than Bam with more than 42 million subscribers on YT has already done a cameo in Ajay Devgan starrer Runway 34 and is known to be getting other film offers.
You tube sensation Prajakta Koli who goes by the name of MostlySane on her social media handles recently made her Bollywood debut with Karan Johar’s Jug Jug Jiyo! Other social media biggies who have crossed over to entertainment and films include Kusha Kapila and Shirley Setia. For good or for worse, increasingly popular Game shows like Big Boss has been opening its doors to Social Media Stars!
Wideneing our gaze, we see that in Hollywood, the transition of social media stars to mainstream celebrity status is equally prominent. Addison Rae and King Bach are prime examples of influencers who have parlayed their online fame into successful acting careers, reflecting a shift in the traditional trajectory of stardom.
On the other hand, the likes of Mega Celebrities like Selena Gomez and Dwayne Johnson have utilised their massive social media followings to promote their work and engage with fans on a personal level, further blurring the lines between celebrity and influencer.
It is apparent that in this digital age, the confluence of celebrity and social media has redefined personal branding, with Bollywood and Hollywood stars alike leveraging social media platforms to reinvent themselves as influencers. This phenomenon has not only transformed the dynamics between celebrities and their fans but has also reshaped the landscape of brand endorsements and marketing strategies. The opposite is happening too where social media stars are the new age celebrities for whom new doors and opportunities are opening up.
Either ways, the impact of social media on celebrity branding is multifaceted. It offers a platform for direct fan interaction, enhancing the para social relationship that fans feel with their idols. Celebrities can now control their narratives, bypassing the gatekeeping of traditional media to craft a more authentic and personalised image. This shift has significant implications for brand and marketing strategies, as celebrities with strong social media presences become valuable assets for endorsements and collaborations.
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