CE DESK 
Discover how AI, vernacular-first users, influencers, and video commerce are shaping the future of social media in India – where trust and authenticity matter.
The future of social media in India will be defined less by trends and more by how deeply we understand the consumer. AI is already moving from being a campaign tool to becoming the backbone of personalized experiences—helping brands anticipate needs before consumers express them. At the same time, the rise of vernacular-first users from Tier 2 and 3 cities is reshaping the content landscape, making authenticity and local relevance critical.
Influencers, once valued for sheer reach, are evolving into trusted community builders where engagement matters more than follower counts. Video commerce and AR-driven try-ons are blurring the line between content and conversion, creating new pathways for consumer decisions.
The real opportunity lies in building ecosystems where content, commerce, and community co-exist seamlessly. But with digital fatigue rising, the challenge for brands will be to innovate with empathy—where creativity and trust remain non-negotiable.
Author – Abhishek Mehta
Lead – Digital Marketing – Dabur India Limited
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