Why the next billion-dollar influencer won’t be on Instagram

New Delhi: I know what you’re thinking; this sounds strange coming from someone who runs an influencer marketing platform. But here’s the honest truth:

Instagram is no longer where the next billion-dollar influencer will be born.

The rise of quiet influence

Things are shifting. The loudest voice in the room isn’t always the most powerful anymore. We’re entering an era where quiet influence is starting to matter more, a kind of influence built on trust, not just trends.

This isn’t about going viral. It’s about showing up in a way that feels honest and human. We’re seeing more and more creators, especially micro and nano-influencers, win people over simply by being real. Their audiences may be smaller, but the connection runs deep. People actually listen to them because their content doesn’t feel scripted or staged.

And then there’s this whole wave of de-influencing on platforms like TikTok. Creators aren’t just hyping products; they’re also telling you what not to buy. That kind of honesty? It’s refreshing. And in a world full of sponsored posts, it stands out.

It’s no longer just about selling; it’s about guiding.

Long-form content is back: People want more than just quick dopamine hits. Podcasts, newsletters, and long videos are pulling in real attention. It’s about giving value, not just views.

What happened with ANI (and why it matters)

You may have heard, the Indian news agency ANI has been going after creators for using small clips of their content. They’ve even asked for big payments to remove copyright strikes.

This sparked a major backlash. And sadly, platforms like YouTube didn’t exactly step in to protect the creators.

It’s a wake-up call. Creators do so much for these platforms; they build the audience, the culture, and the community. But when trouble hits, they’re often left on their own.

So what’s the solution? Diversify. Always.

If you’re a creator putting all your energy into just one platform, stop. The most successful creators today are doing three key things:

Spreading out across platforms: LinkedIn, TikTok, YouTube, Instagram, wherever your audience is. That way, if one platform goes down or changes the rules, you’re not left scrambling.

Building your own space: A website, an email list, a private community. This is your safety net. You control it. No algorithm can take it away.

Monetise like you mean it: Brand deals are great, but they shouldn’t be your only bet. If you're in this for the long haul, start building income streams that you control. Think beyond one-time payments. Launch a course. Create merch that your followers would actually want to wear. Share exclusive content with a paid community. The more doors you open, the more freedom you create.

Start small, start smart

Whether you’re new to the game or looking to level up, here are a few things you can act on today:

• Put up a basic website or landing page. Doesn’t need to be fancy. Just something that says, “Hey, I’m serious about this.”
• Start a newsletter. It’s old-school in the best way; nothing beats having direct access to your audience without relying on an algorithm.
• Find your people. Join or build a small community on WhatsApp, Discord, or Telegram. You’ll be surprised how much energy comes from just being around the right folks.
• Mix it up. Try a podcast, go live, and test long-form videos. The more you experiment, the clearer your path becomes.

My own experience

When I think about my journey, the biggest growth didn’t come from jumping on trends; it came from simply showing up, staying consistent, and building real connections along the way.

When I built spaces that I could call my own. Like my community or platform, that’s when everything changed. And it’s something I truly believe every creator should think about.

Final thought

If you’re serious about becoming the next big name in this space, stop thinking just about followers and start thinking about foundations.

The next billion-dollar influencer will be someone who:

• Builds trust
• Offers real value
• Doesn’t rely on just one platform
• And shows up for their audience, no matter what
• Because in the long run, it’s not about playing the algorithm.
• It’s about playing the long game.