MBIFL 2025: Content queen SR Dubai shares mantra on how to be a social media influencer

Ever wondered how a flight attendant transforms into a social media content queen? Sneha Rebecca Cherian, better known as SR Dubai, shared her inspiring journey at the sixth edition of Mathrubhumi International Festival of Letters (MBIFL) in a captivating solo session titled 'How to Become a Social Media Influencer?'.  Sneha's story isn't a tale of overnight fame, but a testament to passion, perseverance, and the power of authentic connection. "It's not about the destination," she emphasized, "It's about the lessons you learn along the way."

Sneha's journey began after a decade-long career as an Emirates flight attendant and cabin crew trainer. The arrival of her second child prompted a career shift, leading her to explore her creative passions through blogging in 2011. "I felt like as much as I loved being a mom, I felt like there was something more that I could do in terms of my creativity, channeling my passion outside of my daily routine."

In the nascent days of social media, Sneha became an early adopter, humorously documenting her motherhood journey. A viral blog post, attracting over a hundred thousand readers, became the catalyst for her burgeoning career. Soon, major mother-care brands like Philips and Avent sought her endorsement, marking the beginning of her journey as a content creator.

Undeterred by the initially modest financial returns, Sneha remained dedicated towards the passion. "With the little you have, do your best. Do it diligently and do it faithfully and do it passionately and it will get you somewhere." As her family grew (welcoming a third child just a year after her second), Cherian's online presence flourished. Recognizing the importance of community, she organized parenting conferences in the UAE, fostering real-time connections with her audience.  Her advice to the aspiring creators is to "Build community".

With her brother's tech-savvy support, Sneha launched a lifestyle website, Signet Ring, which quickly became a top-ten site in the UAE. Realizing the need for a more memorable brand name, she rebranded to SR Dubai, aligning it with her Instagram presence. "Keep it really simple so people can relate and remember you." Cherian's consistent and engaging content caught the attention of Dubai Tourism in 2016, leading to a pivotal collaboration. "Dubai Tourism's paycheck was literally my first big paycheck till date." She became their exclusive influencer, promoting city-wide campaigns and solidifying her position as a prominent figure in the UAE's social media landscape.

Sneha’s success wasn't instantaneous. "It was actually a 13-year journey. And it wasn't easy." She stressed the importance of patience and persistence.

"Don't give up on your dreams just because you don't see something moving. If you're really passionate about it, chase after it. And it will eventually pay."  

A viral Instagram reel last year, garnering 27 million views, further propelled her career. "That 27 million view reel is what got me to the next level."  This experience reinforced her understanding of her audience's preferences for light-hearted, entertaining content.

Cherian shared her key takeaways for aspiring content creators. "Content is king. You've got to love making content...and do it really, really well."  

She emphasized the importance of finding a niche, being consistent, networking, and collaborating with others. "Collaboration is a very powerful tool."  She also cautioned against solely chasing financial gain. "Don't chase only the money. Keep it real. Be passionate about it. Money will follow."

During the Q&A session, Cherian addressed questions about choosing a niche, transitioning from influencer to entrepreneur, and dealing with criticism.  She advised those struggling to define their niche to "go with your heart" and focus on what resonates most strongly.  For those looking to expand their careers, she suggested creating content related to their aspirations and building audience interest.

Sneha also spoke candidly about dealing with the downsides of being in the public eye. "We have put ourselves out there. And this means that we are public figures right now. And we can't help it. There will be people who will have a lot of opinions."

She emphasized the importance of self-worth and open communication with her family, who are sometimes featured in her content.  She also revealed her policy of always seeking her family’s consent before including them in brand collaborations or content.  "I don't care for the money as much as I care for how you feel."

Sneha’s story at MBIFL was a powerful reminder that success in the digital age is not about chasing fleeting trends, but about building genuine connections, staying true to oneself, and consistently delivering value. Her journey, from flight attendant to social media icon, serves as an inspiration for anyone looking to turn their passion into a thriving career.