It is not surprising that there are now a record 4.9 billion social media users worldwide. Furthermore, it is anticipated that by 2027, this number will increase to 5.85 billion users. How do these influencers construct their empires, contend with trolls, fight for creative control over the tech platforms that support their businesses, and also look good while doing it.
A rewarding job
Many people believe that posting one-minute videos is simple. However, posting 4-5 videos per week on various topics and constantly upgrading them week after week is difficult because people get bored easily. “There is a significant amount of planning, research, and production effort that goes into creating content that people do not see. Any one-minute video has between 12 and 15 hours of work behind it,” says Anushka Rathod, Finance Content Creator.
“Hatred and criticism are only a small part of the response we receive. “We get to help lakhs of people every day through our videos. It is a very rewarding job because you get to be analytical, creative, and have an impact. If our audiences give us their time and trust, it is our responsibility to constantly create meaningful content that educates, entertains, or motivates them,” she adds.
Not to forget the great pay packet they get. Brands pay influencers good money to promote them.
Connecting with audience
Influencers are creating more than just aesthetic appeal. “They go beyond the visual to influence how we eat, live, decorate, think, and live. Behind the scenes, there is a delicate balance of creativity, resilience, and adaptability. Influencers build their empires by carefully crafting their personal brand, creating engaging content on a consistent basis, and connecting authentically with their audience,” says Simran Balar Jain, Sex Ed Content Creator and Co- Founder of UnBound.
They deal with trolls by building a strong community of supporters, focusing on positive interactions, and employing moderation strategies. To ensure a positive and safe online environment, careful consideration and boundary setting are required. Looking good while doing it all may appear to be effortless, but influencers face appearance pressures. To counteract the influence of unrealistic standards, they frequently emphasise the importance of self-care, authenticity, and promoting a healthy body image.
Thick Skinned
Shreyaa Kapoor, Finance Content Creator has been able to build a supportive community over the years, but she feels no one is immune to the hate that exists on the Internet. “I believe that you should separate constructive criticism from offensive comments and only use what is useful! This is a journey, but with time, you develop a thick skin. You also realise that you are better off creating than simply trolling people who are actually doing something,” she says.
Another constant battle in this ever-changing digital world is creative control. “I pivot, innovate, and adapt to the platform’s needs while remaining true to my creative instincts. This is true not only for the platform, but also for the brands with which we choose to collaborate. Making the point that we know our audience best is an important reminder for brands,” Shreyaa adds.
Trolls are not our target audience
It’s harder than it looks to create original content. To produce a 90-second Instagram reel, a team of writers, video editors, designers, and other individuals works nonstop. “Most of the time, we ignore trolls because they are an inevitable part of the journey and typically originate from people who are neither part of our target audience nor add anything useful to our content. We undoubtedly address the audience’s real concerns. The content we want to produce and the content that the platform promotes are constantly at odds with one another. In this conflict, our audience always prevails. Our audience will view our content as long as we are sincere. Likeminded audiences are attracted by authentic content, which then inspires the creation of more authentic content. Being a part of this loop enables us to create strong communities that support us in achieving our business objectives,” says Kunwar Raj, Founder of Unfinance and Digital Content Creator.
The power of strong creative concepts
As an influencer, a significant amount of work goes unnoticed. “Behind the meticulously curated Instagram grids is a constant process of content ideation. I devote a significant amount of time to comprehending platform changes, the ever-changing algorithm, and gauging audience interest. Coordination with the team is an important part of the process,” says Shivanshu Agrawal, GenZ Content Creator.
Dealing with trolls is unavoidable in the social media space. “My approach, however, is simple yet effective: I never engage. Trolls thrive on eliciting responses from creators, and the best way to defeat them is to avoid fighting back,” Shivanshu shares.
Authenticity is another important consideration. “While having an attractive and confident personality can work in your favour, I prefer authenticity to artificiality. Rather than putting on a show, I try to reflect my true self in my content, focusing on personal growth and character development rather than putting on a mask,” he adds.
