Most established digital stars have been battling algorithm changes, negativity and a constant churn of ideas for years together. Content fatigue is catching up—and the younger ones aren't immune either
Sahil Shah is 32, has a million X (Twitter) followers, and is tired.
Shah is a Mumbai-based comedian whose career took off 13 years ago, while he was still in college, from being funny on social media—and even today, that’s a big part of what keeps it going.
“We’re living in the attention economy. Social media apps are thriving on people’s attention, and we are relying on that attention too to keep us going. So, it is very, very easy to get burnt out,” he says. “I have some jokes written that I need to shoot today, but I’m just feeling… tired.”
(This story appears in the 03 November, 2023 issue of Forbes India. To visit our Archives, click here.)