“If it’s not organic, people won’t appreciate it,” Ruhee Dosani says of content creation and influencer marketing.



The current generation is witnessing a new generation of entrepreneurs in the form of digital content creators and influencers – who have excelled in social media and are now harnessing their potential to build themselves as a brand.

From beauty, technology, cooking skills to dancing, singing, acting – the opportunities on the internet are endless, and Millennials and Gen Z have it all figured out.

According to GroupM INCA, the Indian influencer marketing industry has grown exponentially in recent years, estimated at Rs 900 crore by the end of 2021.

The market is expected to grow at a CAGR of 25% through 2025 to reach a size of Rs 2,200 crore.

The 12th edition of TechSparks 2021, Your story flagship event for tech startups, saw some of India’s top content creators take the floor to discuss their journey as digital content creators, opportunities on the internet, and the struggle to do what they do.

The panel included Ruhee Dosani, Chief Sanjyot Keer, the Focused Indian aka Karan Sonawane, and Abhiraj Rajadhyaksha and Niyati Mavinkurve aka Abhi and Niyu.

The panel included Ruhee Dosani, Chief Sanjyot Keer, the Focused Indian aka Karan Sonawane, and Abhiraj Rajadhyaksha and Niyati Mavinkurve aka Abhi and Niyu.

The journey of a content creator

Dance sensation Ruhee Dosani – whose capsule dance videos on Instagram have garnered millions of views – began her internet journey while having fun with friends and family.

She said: “I work full time and during lunch breaks we would all get together and record dance videos that we would post to our online accounts. And, one of those videos went viral.

Ruhee added, “For the first six months I was just overwhelmed with all the love we had for our dance videos. Then I decided to learn all about it and I’m still learning.

Karan and Sanjyot say they have followed their passion with attention and have navigated through different platforms and forms of storytelling, including long videos, memes, capsule videos, reels and more.

Karan began his acting journey in 2012 when he dropped out of college. And, after venturing into different forms of visual content, he found Instagram Reels turned him on the most.

Sanjyot – a professional chef – had to stop cooking professionally in 2014. However, he decided to film videos of his cooking recipes, which he posted on his YouTube channel “The Food Lab” in 2016.

Lucky for him, his third video blew up. Since then, he has continued to post a video every day for three years, and consistency has become the key to success.

For Abhiraj and Niyati – who are known as “Abhi and Niyu” on their social media – bringing a positive light to India was their only motivation.

“In 2019, when we started creating content on a regular basis, we discovered that there was negativity around India, and that negativity stems from a lack of knowledge. We usually don’t have an answer for what we like about our country. So we wanted to find out what we love about India and show it through our videos, and that’s why we started our journey with a series called ‘100 Reasons to Love India’, ”recalls Abhiraj.

The impact of the comments section

The market for influencers and digital content creation is always an upcoming space with rules and guidelines drafted as we speak. There are many possibilities for cyberbullying as the culture of cancellation takes hold in society.

“There is a lot of positivity towards creators on the Internet, but there are also people who don’t like our content, and that’s okay. We also get hateful comments, and when I have a bad day and read a bad comment, it bothers me so much. There are pros and cons to every job, and if you know how to balance it out, you’ll be successful, ”Ruhee said.

However, Karan said that people’s comments never affected him because he never took positive and negative comments to heart.

He added, “I feel happy every time I post content. After that, all people comment on is their lookout. But for me, I get happiness by presenting my work to people.

When Sanjyot decided to make cooking videos, he started with what he likes to cook and eat, and that was the first step in his ideation process.

“There is a certain personality with which I cook. So even if there are 10 recipes of the same dish, my recipe will be different, will be different, and will be looked at by different people. It’s never about following trends for me, ”he said.

Reflecting on fame and success on social media, Abhiraj said, “Fame is easy to get because we are exposed to so many people in such a short period of time. But success takes time to gain and it’s more concrete, and it’s going to dictate how relevant you are in the long run.

The big question of income

As big brands find advertising opportunities among digital content creators, they too are expanding their revenue prospects. Today, content creation has become one of the most sought after professions.

Karan, who currently works with brands like Netflix, Marvel, Sony, didn’t know how to approach brands about five years ago.

“When I started, I didn’t even have money in mind. I just wanted to create videos and share them with the public. I worked with a regional YouTube channel, where I learned how to introduce myself to brands.

However, the brands I work with approached me because they liked my content. I take brand integration seriously now and put more effort into it. That’s why most of my branded content has passed 1 million views, ”he said.

Sanjyot shatters the myth of the number of subscribers versus the revenue generated.

He explained, “People think that once you gain followers and start getting views, that’s when you start making money. But that’s not how it works. You have to decide your niche, and in the long run you’re building a community, an audience, etc., and that’s when brands come into the picture.

“Since I became a chef, I have worked mainly with appliance brands and consumer brands,” he said, adding that he wanted to add value to the lives of his viewers through his videos. .

Ruhee urged other content creators not to post branded content just for fun.

“If it’s not organic, people won’t appreciate it. A lot of people think that once you gain some sort of fandom, people will love whatever you do. But this is not the reality. If I love a brand, I will put all my heart into the video, and this content will show my efforts and my full potential, ”she said.

As the influencer community expands and better guidelines are formulated to structure the industry, we may see more and more young millionaires across the country positioning themselves as brands in the industry. influencer marketing.

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For a list of all the action-packed sessions at YourStory’s flagship startup conference, check out TechSpark 2021 website.


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