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Image used for representative purposeBecoming an influencer or a content creator — a YouTuber, TikTok or Instagram star — is a coveted career choice. A 2019 study by toy brand Lego found that of the 3,000 children surveyed across the US, UK and China, one-third wanted to be YouTubers. In 2022, the influencer marketing industry was valued at a record $16.4 billion, according to Statista.
A content creator’s life might look glamorous, aspirational and lucrative, but it takes a lot of consistency to garner followers and attract success. And that’s a difficult game to sustain over several years.
Then and now
Digital creator Scherezade (Sherry) Shroff finds it addictive to connect with strangers from all over the world. She says, “Some of my subscribers have been with me since the start of my decade-long journey and they say, ‘I’ve grown up watching you. I know your favourite colour.’”
Shroff runs multiple YouTube channels; the most popular one bears her name and has over 3,29,000 followers.
Yashraj Mukhate, music producer and digital content creator — who shot to fame for his catchy tunes marrying funny content — loves “the process of making music out of something which is not related to music at all”. The most challenging thing is to balance the content that he wants to create and what audiences want. He’s currently approaching 7.5 million followers on his YouTube and Instagram channels put together.
The influencer marketing industry looks different today, especially for content creators. “People now start with an agency, a manager, a PR person and stylist right off the bat,” says Aanam C, content creator, and founder and CEO of the beauty brand Wearified. This wasn’t a luxury that early creators had. Although she has been creating content since 2011, Aanam (who has 5,69,000-odd followers on Instagram and YouTube combined) was only able to monetise it by the fourth year. “It [content…..
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