What started as a simple photo-sharing app is now a career-making machine. Instagram has redefined fame, giving anyone with a smartphone and strategy a shot at stardom. But at what cost? From instant success to hidden struggles, discover the true power—and pitfalls—of social media influence.
Social media is no longer just a destination; it has become a launching pad for industry leaders. In the digital age, industries are built at the intersection of storytelling and strategy. I still remember when my friends first downloaded Instagram. One of them described it to me as “Twitter, but with just pictures.” Honestly, I thought it sounded a bit pointless what was the appeal of that? But curiosity got the best of me, and I eventually gave it a try. At first, I didn’t use it much, but looking back, it feels as though Instagram transformed overnight into our go-to platform for communication, information, and entertainment.
Instagram has grown into so much more than a simple social media app. It’s now a hub for building careers, earning money, and stardom famous. Back in 2015, there were over 77.6 million active Instagram users in the US., and this number is projected to exceed 111 million this year. With such a vast audience, the platform holds immense potential to propel anyone into their moment of fame.
Social Media in Pakistan
- In Pakistan, social media usage is also on the rise. According to the 2025 statistics report, there are:
- 66.1 million YouTube users, Pakistan ranks seventh, followed by Germany (eighth) with 65.7 million users.
- 47.35 million Facebook users.
- 17.3 million Instagram users were reported in Pakistan as of January 2024, and this number is likely to grow further by 2025, given the increasing internet and smartphone penetration in the country.
The Power of Influencers
Instagram has levelled the playing field for fame. You no longer need famous parents, immense wealth, or even extraordinary talent (though those can help) to become well-known. As Kim Kardashian once said, “Your reality can become your career.” In many ways, the Instagram influencers are the modern-day reality TV star, sharing curated snippets of their lives online for hundreds, thousands, or even millions of followers to consume.
The world of Instagram celebrities is diverse. There’s the traveller, the fashionista, the socialite with connections to famous figures, the offspring of a real housewife, or the comedian delivering slapstick humour. Unlike traditional celebrities, who are often famous for a specific talent like singing, acting, or artistry, many influencers gain fame simply through their ability to captivate and grow an audience.
How It Works
Humans are naturally drawn to visually appealing content, and the lure of fame combined with the reach of social media gives influencers the power to dictate trends. When an influencer deems something “cool,” their followers and often their followers’ followers pay attention. This chain reaction, fuelled by curiosity and the fear of missing out, amplifies their influence.
Hashtags
Hashtags play a significant role in this process. Adding a “#” to a popular keyword can boost a post’s visibility when that hashtag is searched. Dedicated tools even track trending hashtags, allowing users to strategically attract more traffic to their pages. This feeds into Instagram’s algorithm, making posts more discoverable.
Explore Page
As a user’s follower count grows, their likelihood of appearing on the “Explore” page increases, exposing them to an even broader audience. This visibility creates a ripple effect, propelling their content onto the feeds of their followers’ networks, and the cycle continues. In this way, Instagram transforms individuals into influencers, shaping trends and commanding attention on a global scale.
Examples of Fame
Cindy Kimberly (@wolfiecindy)
In December 2016, Justin Bieber shared a photo of Cindy Kimberly, a 17-year-old at the time, asking who she was. Overnight, she gained thousands of followers, launching her career as a model on Instagram. Today, she boasts 5.1 million followers, a testament to the power of social media.
Hania Aamir (@haniaheheofficial)
In Pakistan, Hania Aamir has emerged as a top influencer with 17.3 million followers, breaking records. Once dubbed “The face of Gen Z in Pakistan” by CNN, her relatable content and vibrant personality have earned her widespread admiration.
Disadvantages of Instagram
Emotional Impact
Being discovered for superficial reasons like attractiveness or a glamorous lifestyle can perpetuate feelings of inadequacy among those who aren’t as privileged. This dark side of Instagram fame often creates a divide, making others feel less worthy.
Ethical Obligations
Influencers who essentially sell their lives as a product have an ethical duty to present a truthful and sincere image. Just as companies are expected to be honest about their products, influencers should uphold transparency about their reality. Unfortunately, many fail to take responsibility for the influence they wield.
Addictive Nature
Instagram has become highly addictive for many users, particularly young people who frequently turn to the platform for entertainment.
Instagram’s evolution from a photo-sharing app to a global powerhouse for careers and fame is undeniable. It has reshaped industries and created opportunities for millions worldwide. However, the platform’s transformative power comes with its own set of challenges, from ethical concerns to the emotional toll it takes on its users. As we navigate this digital age, it’s crucial to approach social media with a balance of strategy and responsibility, ensuring it remains a tool for empowerment rather than harm.
