It’s trending: The new rules of going viral on Instagram
New Insta trend? Forget the trends. Don’t be too perfect, get to the point fast, make money from other sources. The ’gram has new rules
For years, Instagram was driven by a specific visual style: Airbrushed feeds, flattering angles, the illusion of effortless glam. We saw through that pretty quick. Being your authentic self today means showing off, warts and all. Instagram creators Kritika Khurana, Ankush Bahuguna and Isa Khan break down what it means to be real on the ’gram today.
All filters off
“People on Instagram want to see the real you, someone who feels like their comfort creator,” says Kritika Khurana, aka @ThatBohoGirl. “They are craving genuine connections.” So, while beautifully shot visuals still get Likes, engagement now thrives on behind-the-scenes vlogs, POV-style clips, and candid conversation. Last year, Khurana’s content leaned heavily on hyper-styled visuals, curated feeds, and high-production storytelling. But 2025 is rewriting the playbook. “This year, I’m embracing short-form video, informative carousel posts, and interactive elements.” She’s also sharing raw moments. The goal: Less perfection, more personality.
Ankush Bahuguna (@AnkushBahuguna), who posts everything from comedic skits to makeup hacks, says that content is now less about 200 people copying the same trendy dance or catchphrase, and more about individuality. “You don’t have to overshare to be perceived as authentic,” he says. “But what you do share must come from an honest place. I’ve realised that transparency and authenticity are not the same thing.”
He predicts that interactive formats such as broadcast channels and private communities will boost this more real style of engagement. “People don’t just want to watch content anymore; they want to feel like they’re a part of it.”
Breaking the grid
For audiences that want fridge restocks, reaction clips and Get Ready With Me videos, there will still be plenty to see. But new material is already starting to tweak the formula – Get Unready With Me videos for cleansing routines, harmless mama-and-baby pranks, and walk-and-talk trivia. “The trick is to reinvent, not abandon,” says Bahuguna.
When Isa Khan, an economics teacher-turned-travel content creator, started creating videos (@Khan.Isa), simply posting clips was enough. Now, every video he creates begins with a fundamental question: What’s the hook? “Attention spans have shrunk to a point where even the most compelling, beautifully crafted clip is meaningless if it doesn’t capture interest in the first three seconds,” he says.
Some years ago, Khan travelled to Arunachal Pradesh and spent time with the Apatani people, filming his highlights and posting it on to his feed. “Now, I have to construct those crucial first few seconds with precision — through an arresting visual, an expressive gesture, a provocative line of text, or something that sparks immediate curiosity. Or it risks being lost in an endless sea of scrolling.”
Beyond brand deals
No one’s relying on that one big sponsor or Insta’s paltry revenue stream either. “Brand collaborations are still a big part of my revenue, but over the past year, I’ve seen how Instagram’s reach fluctuates, so I’m focusing more on direct-to-consumer products and building my brand beyond social media,” Khurana says.
Unlike YouTube, which functions as a search engine and rewards longevity, Instagram content has a fleeting shelf life. Its algorithm isn’t designed to favour creators—it exists to keep users scrolling. As for making money? “In India, there is no direct ad revenue model from Instagram,” Bahuguna says.
So brand partnerships are where the money is made. But most brands look for creators that generate the most engagement. And engagement is driven by algorithms, which is out of an individual creator’s control, Khan says. “This is precisely why diversification has become essential. Relying solely on a single platform for livelihood is neither practical nor sustainable.”
From HT Brunch, March 15, 2025
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