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India’s Influencers Seek Stability Post-TikTok Ban

India's Influencers Seek Stability Post-TikTok Ban

The case of choreographer Sahil Kumar sheds light on the significant impact of TikTok’s ban in India and the subsequent shift in the social media landscape. Kumar’s journey from TikTok stardom to the challenges he faced post-ban reflects the broader experiences of many content creators in the country.

The ban on TikTok in India, prompted by nationalist sentiments following a border clash with China, led to the emergence of several local alternatives. However, established US platforms like YouTube and Instagram emerged as the primary beneficiaries of TikTok’s absence.

Despite efforts to transition to other platforms, Kumar and many other content creators found it challenging to replicate their earlier success. The process of building an audience on platforms like Instagram and YouTube is time-consuming and requires a different approach compared to TikTok.

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Kumar’s story highlights the broader implications of the ban on content creators’ careers and livelihoods. While the ban may have been motivated by political reasons, its impact reverberated across the social media landscape, affecting individuals like Kumar who relied on TikTok for their livelihoods.

The rise of TikTok in India and its subsequent ban also underscores the influence of social media platforms in shaping digital culture and influencing user behavior. Despite attempts by local alternatives to fill the void left by TikTok, established platforms like Instagram and YouTube continue to dominate the market for short-form video content.

Overall, Kumar’s experience serves as a cautionary tale about the volatility of the digital landscape and the challenges content creators face in navigating platform changes and bans.