Inside the mind of a creator who cracked the code: JB Shashank

Bengaluru: In the heart of Bengaluru’s rapidly growing digital creator scene, JB Shashank stands out as a unique digital content creator, expertly blending culture, humour, and heart.  This 24-year-old Telugu-speaking Bengalurean has seamlessly embraced Kannada, crafting content that truly resonates with the city's multilingual spirit. 

As he shared with News Trail, "I have been making content in Kannada, and sometimes it even goes pan-India. So language has never been a restriction." With over 2,14,000 Instagram followers and a rapidly growing YouTube audience, Shashank has become an unexpected yet beloved face of the Kannada digital content scene. 

Over six years, he's built a strong connection with his viewers through hilarious comedy sketches, candid vlogs, and relatable everyday storytelling.
In a city where cultures collide and coexist, Shashank’s content perfectly mirrors the pulse of Bengaluru - dynamic, diverse, and deeply relatable. 
His seamless fluency in both Kannada and English makes him a genuine bridge across diverse communities and a resonant voice for today’s generation. 

For Shashank, language isn’t defined by origin; it’s a powerful means to connect.  And connect he does, with every sharp punchline, thoughtful insight, and his unmistakable signature, “Macha!”

It began in silence, but it spoke volumes
“I started creating content right after my Pre-University days,” Shashank recalls. “It was a tough time in my life, and one day, I picked up the old phone that my mom had passed down to me, and that’s where it all began.” That moment marked the start of the ‘jbshashankk’ journey on Instagram. 

Shashank recalled that in his first year, he had only around 5,000 followers, and that number remained the same in his second year. “Even through the third year, I was stuck at 20,000 followers for a long time,” he said. However, it was during that third year, after all those slow and steady steps, that everything finally started to take off. “That growth came from everything I had learned during those years of just showing up,” he reflected. 

A camera, a notebook and a vision
His very first viral video had no dialogues or sound, only actions, and yet it struck a chord. “It was a funny and relatable video during COVID. Even without words, the message came through clearly, and people connected with it,” he explained. This experience reinforced his belief that ‘art should not be limited by language’. Great stories and humour can transcend words and resonate with anyone.

He is committed to posting every day. Typically, he spends one to two hours on scripting, writing each script out by hand in a notebook he keeps at home. During this time, he carefully plans dialogue delivery, tone, and screenplay details. Once the script is finalised, he takes an hour to shoot the video, another hour to edit, and posts the video at 6:30 pm daily.

“I believe that quality content doesn’t require advanced technology right from the start. You can gradually invest as you grow, but in the beginning, the focus should always be on the story you want to share,” Shashank advised.

Mastering the algorithm
Shashank follows a strategy he calls “planned virality,” based on his deep understanding of social media algorithms. “I don’t go viral by fluke. I go viral if I want to,” he says, reflecting years of experience adapting to the constantly evolving digital world.He notes significant changes in algorithms over the past six months to a year, insights gained through direct conversations with platform representatives, including a recent meeting at Meta. 

“Before, shares, likes, and comments mattered a lot,” he explains, which shaped his early focus on creating highly shareable content. However, the landscape is shifting. Shashank points out that his likes now closely match the number of shares, a ratio that was not common before. 
This change, he learned at Meta, is due to the huge influx of new users on platforms like Instagram, prompting constant algorithm adjustments to reach the broadest audience possible.

What’s next?
“I’m planning to launch an account soon,” Shashank says, “where I’ll teach people how to create content and grow online. It’s still in the planning phase, but the idea is to build a space where people can come for mentorship on content creation, personal branding, and how to succeed in the digital world.”

He wants to share the skills he’s gained and help others build their own presence. It is more than just creating content; it is about empowering people with the tools they need to succeed online. “This account will be like a mentorship programme where I motivate and guide others to take that leap, share their stories, and grow their platforms,” he adds.

Shashank’s journey proves that with dedication and clear vision, passion can evolve into a powerful platform. As he moves into mentorship, his influence will extend far beyond his content. “Don’t give up, keep pushing until you reach that million views!” he encourages budding creators.