iWorld
Brands And Their Struggle With Social Media Stagnancy – Is It Time For Revival Or An Exit?
Mumbai: The influence of social media is wide-ranging. Everyone uses it everywhere to shape culture, politics, education, careers, business, innovation, and more, whether it is your teenage neighbor who is trying to make Instagram reels, your startup’s founder striving to create a voice on LinkedIn, or your 80-year-old tech-savvy grandmother using Facebook to track-down her childhood friends.
Marketers have left no stone unturned to leverage these platforms to increase brand awareness, engage with the audience, and attract followers and buyers. Today, with total social media users equating to over half of the world’s population – 4.7 billion worldwide, brands are cashing in on this enormous market to avoid missing out on prospective customers. What was once a source to connect with your friends and family has now become a necessity and a vehicle for disinformation and negative issues.
Discovering the Cause of Stagnation
Beyond promotions, information overload, image building, and swift communication, boredom, content replication, and stagnation have emerged. Log into any of these platforms – from Instagram and Facebook to Twitter – and we know what we will get. Maybe a travel influencer or consumer brand will seldom post something out of the ordinary, but the content is analogous and predictable.
This results from the ever-changing social media trends, increased competition among influencers, and complex algorithms. It is no wonder that most accounts of individual personalities and businesses fail to perform as well as they used to, with a visible downfall in engagement, follower count, and overall return on investment. If you are dealing with such a scenario, it is a sign that your social media strategy has hit a plateau and requires a deliberate revised approach, especially to shatter the grip of the status quo!
Revival for Reversing Social Media Stagnation
Stagnancy on social media is inevitable and bound to occur now and then. Fortunately, it is possible to bounce back from this momentary roadblock. The first step to this journey begins with assessing each platform’s success by looking at relevant analytics. Is Instagram underperforming? Is LinkedIn showing slow growth? Has the engagement rate dropped on Facebook? Is there an underlying cause for this, and how can the effect of it be mitigated?
With each platform evaluated, you will have a comprehensive view of where your efforts could be improved or concentrated. An exhaustive examination of existing strategies can reveal such disparities, allowing you to re-distribute your efforts equally and effectively.
Part of the plan to revive your social media strategy also involves taking a fresh approach to your existing channels and exploring new platforms. While 2022 allowed platforms Instagram and TikTok to shine, 2023 shifted the focus to LinkedIn, Twitter, and the newly-launched Instagram Threads. The latter is still nascent; however, individual users and brands are not shying away from experimenting on the platform.
Another important part of the revival strategy entails changing your approach to content creation. Gone are the days of producing a high volume of new content every two to three hours, with little to no relevance to your audience and their evolving interests. Instead of persisting in this futile approach, revisit your existing content and give it a makeover. This could mean fixing outdated information, crediting influencers, adding better-edited videos, adding new insights, and upgrading content.
Lastly, do not undermine the importance of visual content. This year, it is all about visual content, as it has been shown to generate more engagement than any other form. When integrating visuals into your strategy, stick to your brand’s imagery and colors to facilitate recognition among users. Utilize GIFs, especially on fast-paced social channels like Facebook and Twitter. Create long and short videos like Reels and TikToks, which considerably boost engagement and attract leads.
Dare to Zig When Others Zag
It is common for both brands and individual users to hit a social media plateau. But by innovating your existing strategies and experimenting with new channels that entice your target audience, you can revitalize your stagnant business pages and yield positive results for every social media campaign.
The author of this article is Spicetree Design Agency founder Shiraz Khan
iWorld
Prime Video drops trailer for Lukkhe, a rap crime drama starring KING in his acting debut
Eight episodes of revenge, redemption and hard-hitting rap arrive on the streaming platform on 8th May
MUMBAI: Prime Video has unveiled the trailer for Lukkhe, an eight-episode musical action drama built around the world of rap, crime and bruised relationships — and it has done so in suitably loud fashion, launching it at a live concert in Mumbai featuring electrifying performances by KING, Amira Gill, Akshath, Raashii Khanna, Ruaa Kayy and RUTVXK. As if that were not enough, the show’s music album was also dropped at the event, in collaboration with exclusive music streaming partner Amazon Music and music label Warner Music India.
The series is directed by Himank Gaur and produced by Vipul D. Shah and Rajesh Bahl under the banners of Optimystix Entertainment and White Guerrilla LLP. It is created and executive produced by Agrim Joshi and Debojit Das Purkayastha.
The cast is the talking point. KING, the acclaimed Indian rapper and songwriter, makes his acting debut as MC Badnaam, a performer consumed by rivalry and hunger for recognition. Raashii Khanna, returning to Prime Video after Farzi, plays Gurbani. Palak Tiwari, making her streaming debut, plays Sanober. Lakshvir Singh Saran plays Lucky. The ensemble also includes Nakul Roshan Sahdev, Kritika Bharadwaj, Shivankit Parihar, Yograj Singh and Ayesha Raza Mishra in pivotal roles.
The trailer plants its flag squarely in the tension between MC Badnaam and his rival MC OG, played by Parihar, while threading in the love story between Lucky and Sanober. The soundtrack, which spans hard-hitting rap anthems to emotionally charged melodies, is as much a character in the show as any of its leads.
Gaur was candid about what drew him to the project. “Lukkhe gave me a chance to dive into a world that’s loud, emotional, and constantly on edge,” he said. “What stayed with me was how every character is chasing something personal, and music becomes their way of expressing it. Working with this cast, especially KING in his debut, along with Raashii, Lakshvir, and Palak, was incredibly rewarding because they brought honesty that elevated every moment.”
Khanna reflected on her character with evident relish. “Playing Gurbani in Lukkhe was a really intense and fulfilling experience,” she said. “What I found most interesting was how her strength comes from something deeply personal, which shapes every decision she makes. It was about finding that balance between vulnerability and grit.”
KING, stepping in front of the camera for the first time, was characteristically direct. “Stepping into Lukkhe as MC Badnaam has been a defining moment for me,” he said. “What drew me in was how real his hunger and need to be heard felt. It’s something I connect with as an artist. Bringing music into his journey made the experience even more personal.”
Tiwari described the role as a first on multiple fronts. “It was my first time working with Prime Video, and the whole experience felt new and creatively satisfying,” she said. “Being part of a story that has both intense and heartfelt moments, along with a team that brought so much honesty to it, made this journey truly memorable.”
Saran, for his part, zeroed in on what made Lucky tick. “Lucky is someone who’s trying to move forward while still carrying the weight of his past, and that push-pull made him really interesting to explore,” he said. “There’s a sincerity to his journey that I hope people connect with.”
Lukkhe premieres on Prime Video in Hindi on 8th May, across India and in more than 240 countries and territories worldwide. In a streaming landscape drowning in crime dramas, this one is betting that putting a rapper at its centre – and meaning it – is enough to cut through the noise. On the evidence of the trailer, it might just be right.
