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Celebrityhood shifts: Stars are rapidly crafting their own content
Mint Chennai
|December 09, 2025
With the need to rapidly cater to an audience with low attention spans and a wide range of programming options, many film and sports stars are creating content for social media, going beyond the professionally-curated work they traditionally produce.
Film-maker Farah Khan runs a YouTube food channel, while Shilpa Shetty has built a strong fitness and wellness brand.
Filmmaker Farah Khan runs a YouTube channel dedicated to food, while Shilpa Shetty has built a strong fitness and wellness brand. Sameera Reddy, with her humorous mom-life videos, has become a case study in vulnerability driven engagement. Comedians such as Bharti Singh and television stars such as Archana Puran Singh have also leveraged YouTube to showcase behind-the-scenes moments and everyday stories.
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