This segment of celebrity brands explores Shilpa Shetty Kundra social media strategy, attempting to decode how the diva balances between various themes, topics, and agendas.

A mother, a homemaker, an author, a fitness influencer, Shilpa Shetty Kundra seems to be ageless with passing time. Her advocacy on mindfulness, healthy mind body, has made her synonymous with health and fitness. With millions of followers, Shilpa Shetty social media strategy too is on-point in tandem with her philosophy.

Shilpa has been vocal about Fitness, feminism, animal rights, and yoga with the launch of her DVD in the past. She recently turned vegetarian in-line with her causes. Shetty has also been a part of campaigns such as the fit India movement, amongst others.

As she turned down endorsements for aerated drinks & pan masala in the past, she also rejected an endorsement offer for a brand for Ayurvedic slimming pills making her quintessential to authenticity. She was quoted saying- “I can’t sell something that I don’t believe in. These can be tempting since they promise instant results, but nothing beats the sense of pride of being committed to your routine and eating right.”

But what works for her as an influencer that resonates with the audiences & brands, alike? We take a look at Shilpa Shetty social media strategy.

Shilpa Shetty social media strategy – Overview

Fitness, Motivation, Discipline, Lifestyle, Aspiration, Youth, Fashionista, Cooking, Healthy food, ‘Swasth Raho Mast Raho’, are some of the common themes observed on the actor’s Instagram page & other social media channels.

Other prominent hashtags as per Talkwalker data include #TheShilpaShetty, animals, India, and health.

Shilpa Shetty social media strategy- Most used Hashtags

The actor leverages social media to spread the message of fitness & lifestyle catapulted with her experience & belief. Shetty started her YouTube channel back in 2017 to bring the ‘art of wellness program’ with free recipes, yoga asanas & simple health routines.


After launching her Yoga DVD in 2015, and publishing various books on health & wellness, the actor garnered significant reach on her YouTube channel. Aiming to put India on the global map for Yoga, she soon launched her app before International Yoga day.

Shetty’s timely moves in the digital field & efforts to carve her social presence have made her one of the relevant influencers in current times. Be it her ability to transform content pieces into series that is allotted to specific days of the week or be it her entrepreneurial bent of mind as she had invested & supported Mamaearth, a startup in the past, the actor’s social media strategy seems to be organized.

With the popularity of TikTok, the actor was also one of the most followed celebrities on the channel where she was quoted as saying, “To spread an understanding about nutrition, I started talking about it on social media, be it on Instagram or TikTok, in my subtle way.”

She commenced the year with the motto of #GetFit2020, & an attitude of gratitude.

With coronavirus gripping the world, the celebrity influencer started advocating messages of empathy, precaution & care with guidelines from WHO and other governing bodies. She even expressed gratitude for helpers & urged people to understand the value of the smallest of things, starting a #20DayGratitude series to spread positivity.

View this post on Instagram

Some places are quieter and some are akin to a chaotic land. Was looking out of my balcony , and wondered whether it’s a good or not-so-good day , the Sun diligently does its duties and retreats, only to return the next day and do what it does best… bring the promise of a new and better day. Every sunset reminds us that no matter how bad, this too shall pass, and this is one of those #ThingsThatMakeMeSmile. Thank you for tagging me, @taruntahiliani, and starting this little wave of positivity❤️🧿 I tag @farahkhankunder, @shamitashetty_official, & @jacquelinef143 to share moments/memories that make you smile even in these trying times. So grateful to just have the time to admire these beautiful sunsets. . . . . . #20DaysOfGratefulness #Day7 #stayhome #staysafe #stayindoors #gratitude #lovesunsets #home #nofilter

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Another noteworthy trend on the actor’s pages is collaborations with fitness enthusiasts & food influencers to bring alive her content.

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The #SSApp brings you a 5-day workout session for FREE, head to my Stories to join in! We know the importance of staying fit and active during this lockdown period. All our experts have come together only for you, to give you a 5-day LIVE workout session ranging from yoga and Pilates to functional training among others. There’s also a special meditation and breathing session just for you on day 3, to help you stay calm and relaxed in these stressful times. So, I look forward to seeing each one of you join us, as we sweat it out on the @shilpashettyapp! 9am sharp tomorrow – don’t be late!💪🏼 ~ @thevinodchanna @sairajyoga @radhikasbalancedbody @dhiraj.bediskar . . . . . #SwasthRahoMastRaho #GetFit2020 #IndiaFightsCorona #COVID19 #stayhome #stayfit #staysafe ~ Posted @withregram • @shilpashettyapp 30-Minute! Keh diya na, bas keh diya! For the first time ever, our Experts are coming live on the Shilpa Shetty App #SSApp & the Facebook Page (@ShilpaShettyApp) from 9th April – 13th April, 9.00 AM-9.30 AM. These sessions will help you keep fit and healthy during the #lockdown period. Go like our Facebook Page & if you still haven’t downloaded the Shilpa Shetty App #SSApp. Do it right away. Link in the Story. #GetFit2020 #health #wellness #nutrition #yoga #fitness #pilates #SSApp #ShilpaShettyKundra

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She often stays abreast with ongoing news & attempts to perpetually keep her audience aware.

The influencer’s page also comprises appreciation post for her husband, family, sister & kids apart from her brand associations & participation in the causes, capturing the candid side of the personality.

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#AppreciationPost Same pose… just another day ❤️🧿❤️ There’s so much that we see changing every day. Professionally… personally… physically… emotionally…! But, even amid all these changes, we still crave for that one set of constant people in our lives who stand by us, encourage us, cheer the loudest, and make us feel special in times when we don’t value ourselves. Just want to say that I’m really grateful for my ‘OG constants’… @sunandashetty10 & @shamitashetty_official ❤️❤️ for being who you have been to me😍🤗🌈🧿 Love you both!❤️❤️ . . . . . #gratitude #blessed #family #famjam #throwback #tbt #throwbackthursday #love #unconditional

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Social media footprint & analysis

Instagram: 17.5 million

Twitter: 6 million

Facebook: 6.37 million

YouTube subscribers: 2.12 million

According to Talkwalker, Shilpa Shetty seems to have a global appeal with maximum followers from the U.S, followed by the U.K, and even Pakistan, Russia & China, apart from people in India on Twitter account.

Shilpa Shetty Twitter demographics countries (last 6 months): Talkwalker Data
Twitter demographics places (last 6 months): Talkwalker Data

The age group of 25-34 engages most on the actor’s Twitter account. Further, data points towards 56.8% of the Twitter audience as males.

Shilpa Shetty social media strategy: Twitter demographics age (last 6 months): Talkwalker DataTwitter demographics age (last 6 months): Talkwalker Data
Twitter demographics age (last 6 months): Talkwalker Data
Shilpa Shetty social media strategy: Twitter demographics gender: Talkwalker Data
Twitter demographics gender: Talkwalker Data

The audience activity & content appreciation are maximum in the May-June 2020 with disproportionate Likes/Retweet ratio for the actor.

Twitter Audience Content Appreciation: Talkwalker Data
Twitter Audience Content Appreciation: Talkwalker Data
Twitter Audience Activity: Talkwalker Data
Twitter Audience Activity: Talkwalker Data

The data is, however, in tandem with the influencer’s increase in activity in the same period when we observe a spike in the followers for the actor.

Shilpa Shetty Twitter Owner Activity: Talkwalker data
Twitter Owner Activity: Talkwalker data
Shilpa Shetty Twitter overall follower growth in last 6 months
Twitter overall follower growth in the last 6 months

The actor is most active on Instagram that aligns well with her exuberant persona and posts on Twitter & Facebook are often leveraged to amplify her presence on the channel. The post captions are mostly long in Shetty’s social pages, with motivational words or ending in a question to engage the audience. Again, more than 70% of the actor’s posts are dynamic in nature, which garners significant views from the audience.

The actor even launched her Instagram filter in-line with the ongoing trends & started leveraging ‘Reels’.

Candid, humor & moments

The fitness enthusiast brings forth her funny side on her social media along with capturing humane moments & love for her family.

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"How do I keep my child occupied?!" is the million dollar question playing on every parent's mind right now🤯. This 'unplanned' break has to be endured, since it can’t be cured. We try planning a few hours of interesting activities in a day for our kids, but what do you do when you hear, "Mommy, I'm bored!!" and you DON'T want to give them the iPad!🤦🏽‍♀ Take it from me, tearing your hair out isn't going to help as much as you'd think it would🤯😖 You have to put on your thinking caps, aiming to make the most of this time together. So, you invent, innovate, and come up with something as it’s a DO OR "DYE" situation.. that'll keep them busy and you happy😅. Today's bonding session with Viaan happened with some tie-&-dye activity at home ❤🧿, with a special appearance by Simba!🐈 (Who nearly got her tail dyed😂🤣) By the way, the t-shirts we're wearing were also made during one of our previous sessions. How are you keeping up with your kids' daily activities? Let me know and do share ideas with me. This was great fun. A must try. Things required: • A pair of gloves • White t-shirt • Permanent safe colour (dye) Method: 1. Twist and tie the t-shirts with rubber band at a 3-inch distance 2. Pour the colour, keep it in the sun for 12/20 hrs, and open🎉 #EveryDayIsSonDay #staysafe #stayhome #creativity #mommyandson #SwasthRahoMastRaho

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Source: Socialsamosa