[Live Blog] Takeaways from #SMLive 2025

Welcome to the live blog coverage of the 9th edition of #SMLive, Social Samosa’s premier gathering of the A&M community. Stay tuned as industry leaders and experts come together for a day of insightful discussions, trend analysis and more.

SMLive returns with its 9th edition this World Social Media Day, and it comes with a theme that’s equal parts timely and telling: the feed is broken.

What was once a space of excitement and endless possibility now feels cluttered, repetitive, and increasingly disconnected. The boxes are being ticked, but the impact? Harder to find.

At SMLive 2025, we’re pausing to ask the tough questions, what’s not working, and why? From algorithm anxiety and nosediving reach to creator burnout and content fatigue, the cracks are showing. This year, Social Samosa is opening the floor for honest conversations on what needs to change, and who’s responsible for leading that change.

2:35 PM: We're live! Tune in to Social Samosa's #SMLive for a day of industry insights and expert discussions.

2:36 PM: Sneha Medda, Correspondent at Social Samosa, and the event's emcee, welcomes viewers and industry experts to the 9th edition of SMLive.

2:39 PM: Hitesh Rajwani, CEO, of Social Samosa Network, delves into the theme of today's SMLive, The Feed Is Broken.

2:42 PM: Hitesh welcomes Mayur Hola, VP - Brand, Swiggy for the spotlight session, Culture > Clout: The Real Flex.

2:45 PM: Mayur kickstarts the conversation with a candid glimpse into InstaFart, a collection of meme-inspired products.

2:50 PM: Speaking about what cuts through today’s saturated feed, Mayur says, “Honestly, a raw, messy reel from a creator feels way more real than all that overproduced, candy-coated crap we scroll past every day.”

2:55 PM: Mayur on brands trying to tap into culture: “Sometimes it does feel like we’re trying too hard to fit in. Maybe even appropriating culture. But we take it on the chin and move on. Who cares? A minute after you’ve seen it, you’ve forgotten it anyway.”

3:03 PM: On Swiggy’s brand voice across verticals, Mayur says, “If you ask me what the brand personality is — it’s spark. Every time we’ve tried to make food content all deep or meaningful, it’s flopped. We’ve learnt the hard way that force-fitting another vibe just doesn’t land.”

3:05 PM: On the role of social media and brand thinking, Mayur says, “People often ask, what’s the point of all this? Does it even drive sales? And I’m glad they do, because we ask ourselves that too. At a fundamental level, we believe in traditional brand thinking. But in execution, it may seem like we’ve let go of it. Truth is, we know who we’re talking to, and we try not to put so many guardrails that we turn robotic.”

3:10 PM: On working with regional creators, Mayur shares, “Regional creators are the lifeblood of the internet right now. We try to collaborate with as many as we can, they feel more real, more relatable. There's an authenticity there that over-styled content just can’t match. We absolutely love them."

3:12 PM: On brand personality, Mayur says, “Not every brand needs to be quirky, but every brand should be unabashed. It needs to be sharply pointed in who it is and how it talks to its audience. I saw a dentist ad recently using AI and Bigfoot, and it worked. You just need to know who you are and own it.”

3:15 PM: Mayur signs off.

3:16 PM: Sneha welcomes Mrinil Mathur Rajwani, Editor In Chief & Managing Partner at Social Samosa Network, to take over for the first session, The Feed Is Broken. Who Gets to Fix It?

3:18 PM: Mrinil welcomes the speakers for 'The Feed Is Broken. Who Gets to Fix It?' session: Pranav Agarwal, Co-Founder, Sociowash, Rahul Dayama, Founding Partner, Urbanic, Devarshi Shah, SVP and Business Head, Global Creator Network, OML and Ramya R, Head of Marketing, uppercase.

3:20 PM: Pranav makes a case for why the feed isn’t broken, just evolving. Rahul echoes the thought, adding, “Sometimes you need the feed to break. That’s when something new gets through.”

3:23 PM: Ramya shares a nuanced take: “I wouldn’t call the feed broken, it’s evolving. What worked two years ago doesn’t work now. Algorithms are still a work in progress. Platforms are pushing content, creators, and ads to keep users hooked, and the control has shifted more towards the platforms. YouTube, for example, is seeing deeper content consumption, while Instagram still leans on memes and cringe. It’s not broken, but changes are definitely due.”

3:26 PM: Devarshi questions the premise of the session: “When I first heard the topic, I genuinely thought, what do you mean the feed is broken? What even is broken? The platforms are evolving, just like we are. Social media plays a massive role in our lives, but a lot of it also boils down to what we want and how we engage. It’s not broken, it’s just different now.”

3:28 PM: Mrinil dives deeper into the power dynamics of the feed: “We’ve all agreed the feed isn’t broken, it’s evolving. But who really owns it? Is it the platforms that decide what we see? The creators who shape culture? Or is it us, the audience, driving demand? Every update seems to tell us what matters, one day it’s 30-second Reels, the next it’s photos. Isn’t it a bit of a problem that the rules can change every 30 minutes?”

3:30 PM: Devarshi reflects on control and consumption: “At some level, it’s the creator, and that includes brands, choosing how and what to communicate. The platform nudges you on format, but the audience decides what to engage with. Honestly, nothing really changes for me unless I choose to change it. Just two weeks ago, I started a new Instagram account because my old one felt too hectic. That choice still lies with us.”

3:32 PM: Ramya shares a different view on who controls the feed: “Platforms make us think we have the power, but really we only choose from what we’re shown. That’s how we end up stuck in an endless loop. It’s very discovery led, but unlike Spotify where recommendations feel useful, Instagram’s discovery often feels confusing and repetitive. I try to train the algorithm by skipping what I don’t like and rewatching what I do, but there’s no real control. I wish the experience was more meaningful, with more informative content and better personalisation tools.”

3:38 PM: Pranav breaks down the feed ecosystem into three key players: audiences, creators and brands: "Platforms promote content that boosts consumption, based on what creators are producing. Brands follow that consumption to decide where and how to advertise. If you understand the algorithm, you can influence your own feed. But most people don’t know how the algorithm works, which keeps them stuck in the loop. We need more awareness and digital literacy so users can take control of what they consume, instead of being driven entirely by what platforms push.”

3:44 PM: Rahul shares how brands can tailor their presence: “Social media is just one part of the channel mix. YouTube has long-term value since it’s searchable, while Instagram content disappears fast. Strategy has to be tailored to the platform and the product.”

3:48 PM: Ramya shares her take on trends and brand building: “Trends give you short-term spikes, but brands need long-term relevance. Everyone’s making similar content, and if all luggage brands show creators travelling with bags, there’s no recall. The goal should be to find your own space, build distinctiveness, and create content that reflects your brand’s core message. Don’t just follow trends. Know what you stand for and build around that.”

Follow the action on Social Samosa’s YouTube, X, and LinkedIn channels. Stay tuned for the latest industry trends, key takeaways, and conversations that matter. It’s all happening today.

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