In 2020, people from India watched triple the number of baking videos on YouTube. Instagram grew its Indian user base by 66%. Facebook continued to be the country’s most used social media platform. Tiktok became the most downloaded app before it was suddenly banned, leaving its stars shocked and dejected, and driven to seek their fortunes on Instagram reels by the dozens. 

If 2020 is anything to go by, 2021 is going to be an even more exciting year for social media content creators, marketers and brands, with some unpredictability thrown into the mix, given the increasing distrust of social media giants amongst people as well as the emergence of multiple new, local platforms.