Imagine that you are an aspiring author and can refer to a book about mistakes made by well-known authors, who have used the lessons of those mistakes to build their careers. While such a book doesn’t really exist, two people working in today’s social media content creation scene have written a guide for people interested in this calling.
Keep your niche
Booming digital creators, written by Harsh Pamnani and Manish Pandey, is based on the learnings and advice of current content creators. During the first containment, the two authors made a list of creators, contacted them to ask them questions and put together the guide.
âWe based the first part of this book on content creators from different niches: Ujjwal is a player, Kavita is a conductor, the Naach team includes dancers. We’ll be using the same concept in parts two and three of the guide, âHarsh says.
One of the stories in this guide is from Ashish Chanchlani. He had wanted to become an actor. But after being repeatedly rejected, he started a YouTube channel to show off his talent. Another creator who shared his story for the guide is Nikunj, aka BeYouNick. He’s a Govinda fan who also loves Johny Lever. Based on this, he began to do sketches and post them on social media.
âUntil the arrival of content creators, we only saw Bollywood actors and creators as celebrities,â Harsh and Manish say. âThe main difference between the two types of celebrities is that actors or cricketers don’t necessarily use the products they endorse, whereas content creators do. It makes them much more real and strengthens their bond with their audience.
Harsh adds, âPlus, the creators focus on a particular niche, which fosters creativity and uniqueness, and allows them to bond with their fans. It also helps them improve in a targeted area.
The authors estimate that the number of content creators in India will increase by 20-30% by 2022. It’s all about quality, consistency and added value, they say. People who do not focus on these three points will fall.
While numbers are important, they don’t do everything when it comes to niches, the writers say. âFor example, five million is a respectable number for comedy content, but maybe 1k is enough for finance. The numbers shouldn’t decide who’s a star and who isn’t, âthey explain.
With reach comes responsibility
Content creators take their social responsibility very seriously and need to be calm. They try to match their actions with what they put on social media. The best part? They don’t think they are celebrities.
They also take comments seriously. âThey know they can’t be monotonous, so they’re experimental and always trying to see what will work for their audience. And they value their audience’s time, âadds the duo.
The key is to start when you still have a day job, and only quit when content creation starts paying your bills. Plus, you need to understand that you can’t do it alone, the guide explains. Most of the time, you need someone to handle the marketing side of the job.
Millennials and Gen Z creators are vastly different in the way they create content, say Harsh and Manish.
âIt’s clearly visible in the way they create content. Gen Z fear nothing, which makes them much more outspoken and risk-takers. When it comes to understanding the technical aspects, Gen-Z has the upper hand and its maturity is quite visible, âexplains Manish.
That’s because millennials have learned on the job while, thanks to these millennials, Gen Z has a basic plan.
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From HT Brunch, January 2, 2022
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