Exporting laughs from LA to India via Instagram

Niharika NM went from 100k followers to 1 million in two months

It was while she was studying computer engineering and cracking jokes with her friends in Bengaluru that social media's favourite comic right now, Niharika NM, got directed towards creating content. "My friends would say, ‘you are annoying us, go do something else with these jokes'. That's how I first started the YouTube channel," says the 23-year-old, who comes from a family of real estate professionals. That was two years ago, and it was only after she moved to LA to pursue an MBA, that she transitioned to Instagram. This is where she now creates shorter, snappier videos. "I didn't have the time to create full-blown YouTube content and manage to study too," she shrugs. It's a strategy that seems to have worked. Her video, One Way Street, which is all about telling a boy that if he doesn't choose her or treat her well, he can keep walking down a one-way street, and never return, hit 10 million views in 10 days. It has her share wise cracks in a typical South Indian accent, and flashing her now trademark painted nails. Her unique peculiarities are finding fans as she went from 100k followers to 1 million in just two months. When we connect with her at her LA residence, the vivaciousness is intact.

Ask her if she is much like her angry, ranting, but adorable Instagram avatar, and she agrees that the similarities are definitely there. "I think you can tell by talking to me, that this is it. This is me. I try and keep away from doing characters, as I don't want to move too far away from who I am. This is just how I would react to a given situation." Her inspirations range from her father, ("yes, every one tells me I have ripped off dad") to interactions with her family. "I may be in LA, but I am always on FaceTime or call with my mom, and family and friends. So, the inspiration is coming through. My mother is my biggest critic and support."

Niharika knows that the one million follower count comes with the responsibility of creating stellar content again and again. "One of my professors here in LA told me that my success is because I managed to fill a gap in the market - there aren't many South Indian female comics, and I think more of us should embrace our culture and put ourselves out there. But yes, the pressure is on now. When I made One Way Street, I kept watching it, wondering how to make a video like that again. I didn't want to disappoint my fans, or have them say, ‘this is not as funny as the other one'. But then I realised I can't recreate anything. I can just keep trying anew."

The plans for 2021 include going back to YouTube, and starting a vlog. "Everything has happened so fast. The past two months have been massive. I am just trying to enjoy it all for now."