Instagram has largely replaced TikTok in India, and erased working-class creators

TikTok launched in India in 2017 and soon became wildly popular, particularly among users – and creators – from outside the middle classes, who themselves congregated on YouTube and Instagram.

The firm located 7.7% of the total TikTok influencers in India.

The India now reflected back in Reels – and, by extension, the majority of India’s short-video market – is unrecognizable to former TikTok stars and to many of the now-banned platform’s users.


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