The Drum hears from Meta’s director of global partnerships, Paras Sharma, about how it is cultivating the next generation of Instagram influencers in India.
Reflecting how the country is today thriving with creators, Meta-owned Instagram recently unveiled its flagship ‘Creator Lab’ in India.
Conceptualized as an educational resource, the Creator Lab is designed to support the burgeoning creator universe and help young people by providing them with the toolkit to enhance their content creation skills.
Evolution of the India-first ‘Born on Instagram’ program
In 2019, Instagram, realizing the increased interest in short-form content among young Indian content creators, launched the India-first initiative: ‘Born on Instagram’. This was launched as the creator education and enablement program to facilitate education at scale.
The initiative was represented by a community of creators who were engaged to learn more about content creation and unlock partnership and monetization opportunities. Creator Lab is its next iteration, intended to unlock the value of this new …