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In this feature, we explore how some creators are subtly reinventing the art of vlogging, transforming it from the good old days of daily recaps into a thoughtful space for journaling their inner thoughts!
Once upon a time, vlogging looked a certain way. You’d film a GRWM, throw in some cute shots from your day, add a trending sound, and boom, your content was done. It was about looking good, being easy to watch, and fitting into the online rhythm. And while that version of vlogging still exists, by 2025, it feels so done. The edits are familiar, the formats are tired. And we’re all starting to ask: What else can vlogging be? Because there’s only so many times you can watch someone sip matcha and talk about their to-do list. Vlogging has hit a saturation point. Like any format that's been around for a while, it’s ready for a shift.
So the question we need to ask is how? Let’s look at it this way: at its core, vlogging is about sharing your life. But what if that wasn’t just outfits, routines, or meals? What if it included your thoughts too? The random ideas, opinions, and theories we usually text to a friend or dump in our Notes app. What if we gave those thoughts a mic? In 2025, that’s what a new group of creators is doing. When they turn the camera on, it’s not to perform, it's to think out loud. Creators like Shreya Punj, Shreeum Rakheja, Sant Sharma, Arundhati Roy, and Darshanaa Gahatraj aren’t doing your typical vlog fare. Their content is more like a journal, one filled with musings, questions, pop culture rants, cultural observations, and very human contradictions. It’s less “here’s my day” and more “here’s what’s been on my mind lately.” But how do they do this? Let's break this down!
Also Read: What's funny anymore? Dissecting the Meme-fication of serious issues and what they say about us
Random thoughts to resonant voices
For many these days the camera feels more like a friend, someone you talk to during coffee breaks. But how do you take that and turn it into something other people relate to? For Shreya Punj, it started simply. She spoke honestly about books written by Indian influencers. “That video touched a nerve. People wanted real opinions, not fanboy praise,” she says. Her background in publishing gave her words weight. “The spontaneity is what stuck. My audience expects the perspective of an elder sister, something that feels more like warm wisdom. Even in casual moments, I have something to say from experience.” Shreeum Rakheja didn’t plan any of this either. “I used to document things instinctively,” she says. “Memories, moments, small details, it wasn’t content, it was just something I did for myself.” That habit slowly but organically evolved. “More than creating for an audience, it’s something I do for myself. It’s a way of looking back at how far I’ve come, how much I’ve grown, and who I’m becoming. And the fact that it all happened so instinctively? That makes it even more special.”
Meanwhile, Sant Sharma’s vlogging came from curiosity. “I used to break my toys to see how they worked which just later on turned into Googling every random fact. It was personal for a very long time, but soon I realised that more people are interested in these random moments of curiosity. When short-form content rose, it was the perfect medium to share these small moments. These were topics too small for 10-minute YouTube explainers but perfect for 15 or 30-second Reels”. Arundhati Roy, too, didn’t plan to build a brand around her thoughts either. She was posting fashion Reels until one day she spoke into the camera while baking. “People responded. That gave me the confidence to say more, to be spontaneous.” Now, she uses that same energy to post memory-laced monologues and daydreams. And for Darshanaa Gahatraj, it all began with film debates with her friend Bob. “We were both media students. We used to discuss trivia, scenes, and storytelling. Eventually, after many years of doing this amongst ourselves and friends, we thought we could use Instagram to connect with other film fanatics who would love to know about films in a storytelling way.”
What’s worth saying?
If you have a million thoughts a day, how do you know which ones are worth sharing? And how do you say them in a way that matters? Shreya approaches this with calm clarity. “I share what feels useful without taking it too seriously. Life is short. My advice isn’t that deep. It’s just one perspective from someone who reads and has lived and messed up enough to know better. I’m not trying to be a guru, just the internet's elder sister with an emotional intelligence to see patterns and the confidence to point them out.” For Shreeum, there’s no process. “I don’t follow a structure or content calendar. It’s just gut.” She posts when she feels something strongly. “No matter where this journey leads or doesn’t, the one thing I hold onto is authenticity. And for me, that only comes when you trust your gut.”
The deciding factor for Sant, is visual storytelling. He heard in a Johnny Harris video about the idea of a visual anchor, where the viability of the thought depends on whether it is exciting and can be represented visually. He has even developed his own system for sorting through brain clutter. “I have a WhatsApp group with myself. I document random thoughts all day. Later, I sort them. It’s methodical in parts but always driven by personal enthusiasm. If I don’t want to watch someone else explain it, I drop it even if it hurts to let go of an idea.” On the other hand, Arundhati relies more on instinct. For her, the best ideas come with emotional weight, those soft, personal memories or nostalgia-infused snapshots from life. “I don’t really have a process. I write it down, then build around it. I don’t curate my life to look different. I just share the parts that feel real. With every new video/post/story, I attach some of my personality to form a deeper human connection.” Darshanaa and her partner trust their gut and archive. Their content, which fuses storytelling with film fandom, is often a mix of what’s trending and what’s timeless. “We try to talk about movies that resonate with our audience, and we also try to shed light on the trending movies and topics. There’s no set pattern; we go by instinct. We save things that interest us, whether it’s a trend or a forgotten gem. Then we see what feels right in the moment and it becomes a video”
From thought to threads
It’s wild how you’re just talking to your camera, saying what’s on your mind and suddenly a random video of you thinking out loud can resonate with thousands. Shreya’s reflections on books, burnout, or invisible online labour sparked a whole new kind of connection. “Hitting 139K was surprising. What’s interesting is that people apply my thoughts to their own lives. It’s specific. And I love that. I’ll share what I’ve learned without sugar-coating it; they’ll take what’s useful and leave the rest. No hero worship, no performance of perfectionism. It’s not mentorship, it's like passing notes in class. That casual honesty seems rare enough to be valuable.” Shreeum never expected her voice to connect on such a significant level, especially with women. “85% of my audience is female, and I’m proud of that. It’s not about market value but the kind of space that it creates. It feels safe, kind, and incredibly supportive. I rarely get hate, largely because the women on my platform lead with empathy. I didn’t anticipate this snowball effect, but now that it’s here, honouring that love, especially from women, is one of my biggest priorities.”
Sant, known for his micro-explainers and curiosity-led storytelling, echoes that every creator hopes that their thoughts reach the maximum audience, and the way it happens is always surprising. “I ran my primary page, NotSoSant, for 4 years and had my fair share of hits and misses. Some posts go viral, some flop. But when I started Map My Bharat, I had a clearer idea of the audience I wanted.” Over time he has learned to even anticipate comments before he posts and that awareness has shaped how he scripts and shares. “Sometimes I hear the trolls in my head before I upload. But it’s not all defensive. But the flip side is, I know about 10% of my audience by name. We’ve had real conversations. I love this community space.” For Arundhati, content became serious when people started reflecting it back to her. “I didn’t expect it to be relatable. But it reminded me that most human experiences are universal. My style of vlogging has built an audience base that now expects unfiltered thoughts out there without curating them to look a different way on social media.” And for Darshanaa, it all happened faster than expected. “I thought it’d take time for my content to find people. But it happened sooner, and I’m grateful.” Her passion for cinema draws others in. “Movies are a way of life for us. Sharing that is joy.”
Navigating virality, burnout and creative energy
Going viral is a rush, especially when it’s just something from your everyday life. But once it happens, how do you keep going? How do you stop yourself from chasing views or burning out? Shreya pays attention to what resonates not for the likes, but for the meaning. “If people comment saying I’ve named something they were feeling, that’s what matters.” She’s careful not to let virality steer the ship. “I don’t burn out because I don’t take this too seriously. My day job keeps me grounded. I read widely. I live a life I actually enjoy. That keeps my brain buzzing. This is just the overflow. The internet gives everyone a free space to speak. I use mine to say things that might help someone skip a few difficult lessons. If it works, great; if not, the world keeps spinning.” For Shreeum, unexpected engagement is always lovely. “It’s validating, and we’re lucky to receive the love we do on Instagram. But the content I create comes from the heart. And when that’s the case not everything will resonate with everyone. If it does, you’re probably not saying anything real; you’re just shouting into the void. Engagement can be a helpful signal; it tells you when something connects, whether it’s a format, an edit style, or just a raw idea, but chasing that same formula repeatedly? That’s not for me. I know I’d get bored. And if I’m not excited, the content won't be either.”
On the other hand, Sant’s been around long enough to know the algorithm is unpredictable. “Some ideas I thought would go viral flopped, and then something random took off.” While it doesn’t change what he creates, it’s helped him understand audience patterns. “You learn what might work, what engagement looks like. Trends help, but the basics stay the same.” After five years of constant output, he’s learned to honour the ebb and flow. “Burnout hits when it starts feeling like work. But if your reason for creating is clear, you’ll always find your way back.” For him, that reset often comes through travel, reading, or simply pausing. Arundhati’s Instagram journey began with an unexpected engagement. “A spontaneous fashion Reel took off it wasn’t even my niche, but it clicked.” That surprise gave her the confidence to experiment. “I don’t think I have one niche, and maybe that’s the point.” Enjoying the process helps her stay consistent without feeling burnt out. “Consistency doesn’t feel like a curse if you enjoy what you make.” For Darshanaa, one viral storytelling video changed everything. “We started with trivia, but leaned into storytelling after that hit.” She and her creative partner now follow both instinct and data. “Burnout comes more from personal energy than the work itself. The love for content stays; we just keep chasing stories that excite us.”
Storytelling, AI, and the future of vlogging
As polished vlogs lose their appeal, creators are leaning into more personal, reflective content. And with AI stepping in, does it change how we tell our stories or just how fast we can tell them? Shreya believes the pendulum always swings. “After years of perfect aesthetics and empty positivity, people want substance delivered casually. Not life-changing wisdom, just practical perspective.” While AI may make everyone sound smarter, she believes true value lies in authenticity and lived experience things AI can’t replicate. Still, she embraces it as a tool that smooths the creative process:. “AI helps me remove the friction from idea to execution. I'll voice-note my thoughts, get them transcribed, and see them in text without facing the dreaded blank screen. Shreeum asserts that she uses AI tools. “I’d be lying if I said I haven’t turned to Chat GPT for a caption or used it for design inspiration while working on merch. It’s a powerful, lucrative tool that can absolutely support the creative process.” But firmly believes creativity can't be outsourced. “It can shape thoughts, but not replace them. People connect with flaws, feelings, and authenticity, not perfect, algorithm-friendly posts. AI can assist, but it can't replicate human resonance.”
Having seen content trends shift over five years, Sant sees a return to authentic storytelling. "I joke with my friends that this year everyone wants to be called a storyteller now ‘influencer’ feels too massy.” People can now see through curated content so creators should keep experimenting." As a solo creator, he relies on AI like Chat GPT, Kling or Runway for scripting, editing, ideating, B-rolls, and captions. “It’s not about how fancy the tool is, but who’s using it.” Arundhati sees storytelling as timeless and not trend-bound. “Personal storytelling has been around for ages. The mediums or formats have changed and so have the experiences but people keep finding new ways to connect, and so vlogging might see a change but its resonance wouldn't. While she’s cautious about AI, she acknowledges its place with their pros and cons. "If a bot completely executes your creative process then people are going to end up not relating to you, people crave human connections and the minute you stop putting a bit of yourself in the things you put out, in the things you create, people will notice and perhaps not engage with it as much.” Darshanaa, whose content bridges film trivia and cultural critique, agrees that this reflective storytelling is the future of everyday vlogging. “People are going to be stories, and stories are going to become people. The new ‘glocal’ intimate, personal content still reaches the world.” She and her partner already use AI in small ways, mostly in editing and enhancements, to elevate their storytelling without compromising its soul."
Beyond the Feed
If the algorithm didn’t dictate content, Shreya would let the idea decide the length 15 seconds or five minutes free from platform constraints. "Right now, the algorithms force everything into the same containers regardless of what the thought needs." Her goal remains to get India to read, but her thoughtful lens now extends to style, work, and life choices. “I’ve realised that my perspective on things like dressing with intention, thinking clearly, and navigating work life really connects with my audience. The way I process information critically, thoughtfully, and often from a slightly contrarian lens has become my biggest strength. I want to keep expanding into those directions while staying true to the straightforward tone I started with.” Shreeum echoes this, wishing for more space to show life’s messier moments. “Vlogs shouldn’t just be highlight reels. I’d love to show the fumbles, the chaos that’s the real stuff. Life isn’t always perfect hair, flawless makeup, or killer outfits. It’s messy. You fight with people, relationships fall apart, work gets overwhelming, you break your own heart sometimes. I wish we could normalise vlogging the raw parts, not just the polished cuts. People don’t see that the 90-second video took 50 messy minutes to film- the fumble, redo takes, and frustration. Even the imperfection is curated.”
As a full-time creator, Sant craves more creative freedom. “Many say building a community online is the future, but we don’t own our audience, we're just renting space on platforms that control distribution. Ideally, creators shouldn’t rely solely on platform payouts or brand deals tied to numbers. Content should be independent, allowing more freedom and experimentation. Without algorithmic limits, my content wouldn’t change much in what I create, but how I create it would. I’d experiment more with formats. Right now, we’re forced into impactful first 3 seconds or clickbait thumbnails, with constant “retention editing,” making everyone follow the same trends.” Arundhati feels her current vlog style is close to ideal. “Despite algorithm pressure, everything I share is 100% me. I post more for consistency, but my content isn’t compromised. I’m not sure about long-term plans, but I enjoy it now, and that’s what matters.” Darshanaa, who focuses on facts and trivia, is thinking ahead: “Our videos are fact-based now, but I’d love to explore fiction formats next.” For her, it’s a natural evolution given the storytelling focus. “I think most creators are doing all they can with their content.”
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