After TikTok was banned in India, content could be created on Instagram and YouTube, Instagram was initially a photo sharing app which later transformed to include features ranging from Reels, Stories to Notes and much more. Instagram was founded by software engineers Michel Krieger and Kevin Systrom in 2010 to share pictures with filters on. It was bought by Facebook in 2012. By 2018, it has 1 billion plus active users. In India it has 300 million plus active users.

Instagram has given birth to a large number of influencers. It is the most visual platform. In posting to Instagram, you use the skills of a photographer, videographer and editor.

Instagram creators break even with their business as the growth and revenue are quicker. It takes less time and effort to build the audience in comparison to YouTube.

Creators later move to YouTube to build a brand for themselves. YouTube helps to build a loyal community. Many start as vloggers, teachers, gamers, comedians. YouTube turn them into celebrities. YouTube gives them a dedicated audience.

YouTube is attractive because of its revenue sharing programmes.

Though being on both Instagram and YouTube is advantageous, YouTube audience is very supportive and builds a loyal fanbase. Instagram tests your creativity, whereas YouTube makes you reach a larger audience.

YouTube has recently announced its monetisation plan for shorts. Shorts reach out to a casual short form viewers, very different from general audience of more patient viewers.

The only way for creator to survive is to build a community. There is a dilemma here — growth in subscribers and building a loyal community.

There is bound to be a shift from short-form content to long-form. Creators and brands are bound to explore long-term content to expand their reach and keep the audience engaged.

YouTube doubles as search engine. There are views even months after posting a video. YouTube has 467 million users in India. Its creator base is expanding. It has contributed Rs.6800 crore to the GDP, and supported the equivalent of 7 lac full-time jobs.