1Assistant Professor, Department of Visual Communication, Faculty of Science and Humanities, SRM Institute of Science and Technology, Kattankulathur. Email: ansuj@srmist.edu.in. ORCID: https://orcid.org/0009-0006-6785-7801
2Assistant Professor, Department of Visual Communication, Faculty of Science and Humanities, SRM Institute of Science and Technology, Kattankulathur. Email: lakshmim6@srmist.edu.in. ORCID: https://orcid.org/0009-0001-9916-4501
3Postgraduate Student, Department of Visual Communication, Faculty of Science and Humanities, SRM Institute of Science and Technology, Kattankulathur. Email: davevidyasagar@gmail.com. ORCID: https://orcid.org/0009-0007-7810-3586
Digital media platforms have increasingly reshaped the ways in which creative talent is discovered and integrated into contemporary entertainment industries. Among these platforms, Instagram has emerged as a prominent space where creators produce short-form videos, construct performative identities, and cultivate large follower communities. In recent years, several Instagram-based creators have transitioned from online popularity to acting roles in Indian mainstream cinema, indicating a shift in conventional entry pathways to film careers. This study examines how digital content creators move from Instagram to film acting by analyzing the online content of six creators who later appeared in Indian cinema. Using qualitative content analysis, selected Instagram posts were examined with attention to performance style, online persona, narrative format, audience engagement, and film-related indicators. The findings reveal that creators initially gain recognition through relatable humor, character-driven storytelling, and consistent interaction with followers, which contribute to the formation of distinctive digital personas. As their visibility and audience engagement increase, these creators attract opportunities within the film industry. The study highlights Instagram's growing role as an informal talent discovery platform that is reshaping contemporary pathways to acting careers in Indian cinema.
Keywords: Instagram, Online Persona, Indian Cinema, Digital Creators, Talent Discovery.
How to cite this article: Joy AE, Lakshmipriya M, Pillai DV. From Instagram to the Silver Screen: Digital Content Creators as Emerging Actors in Indian Cinema. Int J Drug Deliv Technol. 2026;16(10s): 69-76; DOI: 10.25258/ijddt.16.10s.9
Source of support: Nil.
Conflict of interest: None