2023年8月3日,

本文提供的设拉子汗,创始人/董事,Spicetree设计机构(SDA)。Kalaari资本公布的一份报告显示,大约有8000万在线内容创造者在印度,包括视频飘带,博客,有影响力的人,和物理产品创造者。其中,只有50000可以赚钱他们祭,每月赚16000 Rs - Rs 2卢比。建立金融安全网,许多有影响力的人都推出他们的业务或在他们的手在表演和指导!创造者经济指数增长在过去的几年里。数据显示,印度的影响力营销行业价值INR 900卢比,2021年有望增长到2025年印度卢比2200卢比的CAGR为25%。从中小到大规模的品牌,各种规模的公司投资社交媒体营销与主要影响者和合作伙伴,促进他们的产品和服务。但推动这种增长的需求是什么?除了巨大的人才,他们的创意,独特的内容,和独特的能力与他们的观众让他们新时代网络图标。虽然最初依靠品牌影响力交易,赞助的文章,网络赚钱项目,和从属营销,一些老牌的步入新的领土。 On the one hand, where beauty and lifestyle creators are trying their luck in Bollywood, healthcare and fitness influencers, on the other hand, are turning to life and wellness coaching as alternate careers. A New Approach to Personal Branding Recognizing the power of their popularity, individual brand authority, and the reach of millions of followers on platforms like Instagram , Twitter , and YouTube , popular influencers are jumping from social media content creation to OTT platforms and the big screen. For instance, Prajakta Koli, commonly known as MostlySane, began her career as a radio jockey and eventually rose to popularity through her YouTube channel. She earned further recognition after debuting in "Khayali Pulao," a short film highlighting gender bias. She garnered widespread critical acclaim for this performance, which helped her bag a role in the Netflix romantic drama "Mismatched," followed by a Bollywood debut in Jug Jug Jeeyo alongside top stars like Kiara Advani, Varun Dhawan, Neetu Kapoor, and Anil Kapoor . Kusha Kapila, too, has witnessed a similar career trajectory. Despite starting with Idiva in the content team, she found her calling as a comedian, fashion influencer, and YouTuber; her strong persona and presence on social media attracted the attention of top Bollywood directors like Karan Johar. She has done everything from Netflix starrers like Ghost Stories and Masaba and Masaba to Koffee with Karan on Disney+ Hotstar and Bollywood movies Plan A and Plan B. Her journey from being an influencer to an actor serves to prove that a solid online presence, coupled with a knack for acting and the right network, can present excellent opportunities beyond one’s professional skill set . After creating a solid audience base, many creators like Raj Shamani and Ranveer Allahbadia have launched their respective businesses and actively invested in startups. They also host podcast shows that feature top Bollywood stars, entrepreneurs, historians, environmentalists, and politicians, each with a community of millions of loyal listeners. Similarly, luxury lifestyle influencers like Shaurya Sanadhya, Simran Bhatia, Vishnu Kaushal, and Juhi Godambe have broadened their career prospects by launching clothing brands. Most of these labels and brands have found considerable success in their own right. Limited Scope Calls for Breaking Out of Comfort Zones With increased competition and the continual entrance of new creators in the ecosystem, not all can monetize their services effectively. The report by Kalaari Capital revealed that creators with 10,000 to 10 lakh followers earn approximately Rs. 16,000 to Rs. 2 lakhs per month. Those with more than 10 lakh followers earn between Rs. 2 lakhs and Rs. 52 lakhs monthly. Though the grass seems greener on the other side, surviving and thriving in the teeming influencer industry has not been easy for many of them. This fear of uncertainty has forced several influencers to identify alternate opportunities where they can create value. By investing in new business ventures, these influencers-turned-entrepreneurs and actors channel their earnings and create a passive source of income for their future selves, thereby building financial security. In the near future, it will be interesting to see the state of the influencer industry amid these significant shifts and ever-evolving trends!