Big biz on Net comes with riders

Not many had heard of Mrz Thoppi until June 24 when his arrest made news. A full-time profession Despite the murkiness of cyberspace, being a social media influencer in Kerala today is a lucrative, full time-profession, says Jinsha Basheer, a YouTuber from Kayamkulam, who has one million followers on Facebook and over two-and-a-half lakh subscribers on YouTube. “For a format such as reels on Instagram, two hours worth content has to be conveyed in 60 seconds,” says food and travel vlogger Balram Menon, who has over 2 lakh followers on Instagram. According to the fifth edition of the India Influence report by influencer marketing platform Zefmo, India is set to have over 100 million content creators across all social media platforms in 2023. “There is no need to make sweeping generalisations on social media and content creators.