The short-video boom has democratised access to stardom. “You just need a good phone with good internet, and that’s it. You can sit anywhere and be a star,” says digital content creator Nagma Mirajkar. A former TikToker, who had amassed as many as 14.5 million followers on the Chinese app, Mirajkar was ‘nervous’ when the app was abruptly banned in India. After all, the creator armed with an MBA degree had given up her 9-5 corporate job to become a full-time creator. But the debut of Instagram Reels in India worked in her favour—all her TikTok followers shifted to Instagram and there was no looking back for Mirajkar. Today, she has 6.6 million followers on Instagram and about 1.43 million on YouTube.
Social media profiles with millions of followers undoubtedly seem very appealing and people often start weighing the possibilities of creating their own digital fairy tales. But growing in the space is becoming increasingly difficult amid a rush of new entrants every day. “The influencer life looks very cool and beautiful from the other side but it is very difficult..if you have good willpower and actually want to do it, then only get into it,” says Mirajkar, who has been consistent with content creation since 2015. The influencer whose area of expertise spans dance, makeup, travel, fashion and lifestyle says the attention span of audiences has shrunk. “If today I am not consistent on Instagram, they will just forget me. They move on to some other creator. Also, there are GenZs coming up with great ideas, so you have to be updated,” says Mirajkar.
The creator says people have now taken to watching eight-second videos and videos with a duration of anywhere between 15-30 seconds may be losing traction. “People are more into reading right now..if I post a video with text on it, it will get more likes. The dynamics are changing every now and then,” says Mirajkar.
Mirajkar has always been open to experimenting with content and varied formats and will not shy away from exploring metaverse and NFTs. “I am trying to stay updated so that I don’t get irrelevant anytime sooner,” says the creator.
Despite all the challenges the space entails, Mirajkar has never had any second thoughts about her choice of profession. “I am more than happy with whatever I am doing. I have never given up….you have to be passionate, just don’t have to stop,” says Mirajkar.