Influencers

In India, YouTube is influencers' social media platform of choice

Along with fashion, the Fashion Grandmas share advice on marriage, love and life

The ban on this app has deprived its top 100 influencers of an estimated ₹100-120 crore in annual earnings. Their scramble for new platforms faces a problem of audience fragmentation. This turbulence could throw up new winners—which may not be a bad thing.

Paid content on TikTok did not fetch as much as those on mature platforms such as YouTube and InstagramInfluencers on YouTube and Instagram earn nearly three times more when compared to those on TikTok

With TikTok gone, most of the influencers will have to start their virtual lives from scratch, say industry watchers

What if many things that we now call philosophies had emerged from a mental disorder?

The rise of digital influencers marked one of the new millennium's biggest cultural shifts but their popularity has waned over the decade As global media declares the death of the influencer, Lounge explores the future of the community in India

The rise of digital influencers marked one of the new millennium's biggest cultural shifts but their popularity has waned over the decade As global media declares the death of the influencer, Lounge explores the future of the community in India

Roughly 40% of Indian Instagrammers use third-party apps to artificially increase their follower count

YouTube influencers, including Bhuvan Bam (BB ki Vines), Mumbiker Nikhil, Prajakta Koli (MostlySane) and Sejal Kumar, are becoming mini TV channels and a brand partnership with them doesn't look like a blatant brand promotion or an ad