In the dynamic world of social media, influencers shape trends and inspire audiences. Karishma Zambaulikar, a 22-year-old influencer from Goa, has seamlessly balanced her roles as a digital creator, architecture student, and model. From a small village in South Goa to collaborating with top brands, her journey reflects perseverance, creativity, and resilience. She shares her experiences, challenges, and insights while staying true to her roots.
Journey into influencing
Since childhood, I have been actively involved in stage performances as a dancer, actor, and participant in academic competitions. My passion for the arts continued throughout my primary, secondary, and higher secondary years. Despite my strong academic performance leading me to pursue architecture as my primary profession, I have managed to balance multiple roles as an influencer, architecture student, rescuer, and model.
I have had the opportunity to collaborate with brands like American Tourister, Max, Reliance Fashion Factory, Iconic, and Flipkart. I got my first phone during the Covid-19 pandemic, using the scholarship money I had earned for my education. This was when I joined Instagram and discovered reels, marking the beginning of my journey.
Being a dancer, I started by posting dance reels, which eventually led to photographers approaching me, helping me uncover my passion for modelling. Despite facing criticism, I never let it deter me. My biggest support system has always been my parents and sister, to whom I credit my success. Some of my close friends have also played an important role in motivating me to keep going.
Content creation process
I closely follow ongoing trends on Instagram, especially reels featuring transitions, humour, sarcasm, trendy edits, and vlogs. After four years of hard work, I have reached a stage where I feel satisfied with my progress. However, I always remind myself that numbers alone do not define success. My followers are like my family, and I value my connection with them. That’s why I decided to use my platform to support small-scale businesses in Goa, giving them a digital space to grow. I have already completed four episodes of this initiative, and it is heart-warming to see my followers engaging and sharing the content.
About a year after I started posting on Instagram, brands began approaching me. I then shifted my focus towards promotions and advertisements. I also have a team that helps me deliver the best outcomes for our clients. Once we receive a project, we discuss the script, get approval, shoot, edit, and ensure the final output meets client expectations.
Being an architecture student means I have to attend classes on weekdays, leaving me with only weekends for content creation, scriptwriting, and editing. At times, it gets so hectic that I have to sacrifice sleep to meet deadlines. Since I study in Panaji but come from Zambaulim, I also have to manage my rent, fuel, food, and other expenses on my own. This experience has made me independent, and my parents are already proud of me, even though I believe I still have a long way to go.
Challenges in the market
On my journey to becoming a successful influencer in Goa, I faced many challenges, including negativity from even my closest friends. Jealousy is something I continue to experience, but I have learned that focusing on negativity only drains energy. Instead of engaging with negative comments, I simply delete them and move forward.
The growing competition in this field has also made it difficult to maintain my position, but I have never given up. I have received the opportunities I deserved, and sustaining them has been another challenge.
Balancing authenticity and trends
Brands often request content that aligns with short-term trends, while others seek high-quality content with a longer shelf-life. I ensure that both needs are met while maintaining authenticity in my content. Scripting and conceptualising ideas can be challenging, but I prioritise quality in every reel, regardless of the budget.
I also believe that not all trends are worth following, as some can be inappropriate. As a content creator, I am mindful of the trends I incorporate into my reels. Being a woman, I am particularly sensitive to the kind of content I share, ensuring that it aligns with my values.
Growing competition
Becoming an influencer has become much easier today. Goa now has many influencers, which is a positive development. However, some misuse the platform, spreading misinformation and creating chaos in the name of content. As influencers, we must recognise that our content impacts people's perspectives, especially the youth.
I have seen influencers create reels solely for views, without considering their societal impact. As a responsible citizen and influencer, I am committed to producing meaningful content that contributes positively to society.
Future aspirations
I prefer not to disclose my goals and dreams. However, I am deeply passionate about supporting small-scale businesses in Goa and providing them with a platform to grow. I see it as my duty to help fellow Goans who have been striving for success for years.
Advice for aspiring influencers
Instagram is evolving into a vast industry with numerous opportunities for people to showcase their talents. However, you don’t necessarily have to be an influencer or content creator to leverage Instagram. I encourage people to start small businesses and use Instagram as a tool to expand their reach.
The key is to become financially independent. Start working towards financial stability, not necessarily to become a millionaire, but to stand on your own feet. That is how you can truly make your parents proud.
