How social media stars are trumping celebrity endorsements with edgy, nuanced content
4 years, 4 months ago

How social media stars are trumping celebrity endorsements with edgy, nuanced content

The Hindu  

During the great digital boom of 2009, there emerged a group that challenged conventions and demanded front row seats at fashion weeks. Going forward, I see influencers turning into mini production houses that come up with longer shows like Dua’s Fake or Not for Flipkart and solo chat programmes. For example, celebrities would normally create a straightforward video for an ad but the focus is now on ‘actual’ creators who develop edgy content. Whether it’s Yashica Dutt championing Dalit rights via her social media, or Aishwarya Subramanyam highlighting injustice at the workplace — social media as we know it is more democratic than ever. Initiatives like Instagram’s ‘#BornOnInsta’ and Facebook’s recent move to disable profiles and accounts that make ‘severe rape threats’ are a step in the right direction.

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