From building an audience on YouTube to becoming one of India’s most recognisable digital creators, Ranveer Allahabadia has experienced the many contradictions of online fame. The creator, entrepreneur and podcaster, popularly known as Beer Biceps, found himself at the centre of intense public scrutiny following the controversy surrounding India’s Got Latent, bringing into sharper focus the volatility that comes with having a digital voice watched by millions. At a special session, “Beyond the Algorithm: Building Influence in the Digital Age,” organised by FLO Hyderabad recently, he reflected on fame, influence and what remains when the platforms and attention that define digital success inevitably shift.‘The idea of influence has changed’For Allahabadia, the role of social media is already shifting as AI and digital platforms continue to evolve. “The idea of influence has changed. Earlier, social media itself was a career, but I feel it is slowly becoming more of a marketing tool, to market yourself and your brand,” he says. He also points to the growing volume of content competing for audiences’ attention. “Today, the supply of content and creators has grown tremendously, but the demand from audiences has remained almost the same. That makes this a very interesting and challenging phase for anyone trying to build an identity on the internet.”‘The harsh truth about fame is that it is never permanent’Having spent more than 11 years in social media and influencer marketing, Allahabadia says he has watched different phases of popularity emerge and fade. “The harsh truth I’ve realised about fame is that it is never permanent or predictable. In a conversation with Shruti Haasan, she mentioned how her father Kamal Haasan compares fame to a cloud. It can grow bigger or suddenly become smaller, and that shift is something completely beyond your control,” he says. The experience, he adds, has taught him not to become overly attached to visibility. “Building fame is one part of the journey, but knowing how to navigate away from it when the time comes is equally important,” he says.‘Loneliness has quietly become a human-made pandemic’Beyond visibility and professional opportunity, Allahabadia also reflected on what he sees as a growing paradox of the digital age: isolation. “Loneliness has quietly become a human-made pandemic. At a time when people are more connected online than ever before, genuine human connection has become increasingly valuable,” he says. He believes this also presents an opportunity for businesses and creators to use digital platforms differently. “I believe businesses that use social media not just as a platform for promotion, but as a way to bring people together, are doing some of the most meaningful work today,” he says. “Creating that kind of impact and building spaces where people feel connected is something I truly want to be a part of.”
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