NTI: The modern age has created a new class of cultural architects: social media influencers. Using platforms like Instagram, Snapchat, and YouTube, these digital trailblazers are reshaping societal norms with the power of a single tap. As influencers expand their reach, they are fast becoming frontrunners in consumer culture shifts, blending trends, ideas, and lifestyles to connect with millions worldwide.
From fashion and beauty to health, travel, and even politics, influencers are guiding the choices and preferences of their audiences with subtle but powerful impact. Their reach is global, as they harness the potential of social media to transcend borders, helping position India on the world map with each post. This new wave of digital influence could very well represent a fresh form of globalization—a movement led by these 21st-century cultural merchants.
In this era of endless content, influencers are stepping beyond transactional boundaries. Many have taken on active roles in spreading awareness about mental health, providing platforms for open conversation and emotional release. They’re also driving awareness around sustainability, feminism, and animal welfare. But with this influence comes great responsibility, and many influencers bear the ethical burden with integrity, maintaining their core values while navigating this powerful role.
One notable figure is Aishwarya Subramanyam, popularly known as ‘Otherwarya.’ Fearlessly candid, she engages with topics others shy away from. Recently, she created a nationwide sisterhood through city-based WhatsApp groups for women, forming communities that expanded worldwide to Europe and the Americas, where women now meet and share experiences, rekindling a supportive bond of sisterhood.
Influencers have also revived cultural practices, such as saree draping, once at risk of fading into obscurity. Personalities like Trinetra Haldar Gummaraju and Natasha Thasan have redefined this art form, offering new, accessible draping styles that resonate with a global audience.
Influencers are now driving the travel industry, sparking wanderlust in ways once dominated by Bollywood. According to a 2024 McKinsey Report, India’s Gen-Z population is poised to increase travel spending by 9% annually, with domestic tourism potentially reaching fourth place globally by 2030. Influencers offer a dynamic alternative to traditional travel guides, combining stunning visuals, real-time journeys, and honest recommendations that resonate with today’s digital-savvy explorers.
The 2023 summer craze over France and the influencer buzz surrounding Taylor Swift’s “The Eras Tour” are testaments to this power. With personalities like Vishnu Kaushal, Diksha Rawat, Agasthya Shah, and Apoorva attending the concerts globally and celebrating Swift’s eras through carefully curated outfits, Indian influencers have turned cultural phenomena into international spectacles.
This influence also extends into politics. The upcoming 2024 Lok Sabha elections illustrate how influencers are shaping voter behavior, creating more open political dialogues. Many influencers now address issues like unemployment, job security, and electoral transparency, filling a void left by traditional media.
Beyond politics, influencers are redefining career paths and success itself. Rather than emphasizing wealth or status, they promote fulfillment, creativity, and positive impact, inspiring younger generations to seek passion-driven, balanced lifestyles. This shift challenges traditional career models and champions open dialogue on issues once seen as taboo, such as body image, hustle culture, trauma, and exploitation.
Influencers also celebrate cultural diversity, spotlighting various festivals, practices, and traditions to foster cross-cultural appreciation. Through their content, India’s chai-and-whiskey enthusiasts have become matcha and soju aficionados, guided by influencers documenting the benefits of these new trends.
This cultural bridging extends to Indian entertainment. Increasingly, Indian film premieres in the Middle East, the US, and Europe highlight how influencers drive global visibility for Indian media.
