Umair Afnan

Umair Afnan's feed is Nagpur at eye level. A tour operator running Haj and Umrah packages. A children's store. A joke at a friend's expense, filmed in a shop doorway. A naat posted with no commentary at all. There is no separation between the personal and the local, because for the audience there is not one.

He works in and around the city's Muslim neighbourhoods, and the content moves between Hindi, Urdu and the mix people actually speak. The business features are the part to notice: small local enterprises, filmed properly, put in front of exactly the customers they are trying to reach.

At about 10,000 followers, this is neighbourhood-scale reach — and for a business whose customers live within a few kilometres, that is the reach that converts.