Key Points
At that time, no one anticipated that the lockdown would extend for as long as it did, but it gave creators like Raj a captive audience locked up at home and hungry for content...
The monetisation landscape for our creators is diverse, encompassing brand deals, sponsored content collaborations and micropayments through virtual gifting, said Sunder Venketraman, head of creator and content ecosystem at Josh...
Roposo told ET that if a content creator earns a specific amount on their platform per month, 50% is likely to come from live streaming, 25% from shoppertainment and 25% from brand collaborations this depends on the nature of the shows and partnerships...
The key for brands lies in fostering positive creator communities and adapting to the evolving nature of audiences, he said.. Ashwarya Garg, cofounder of HYPD, said that creators currently have three strong buckets of monetisation branding (in the form of brand deals and awareness collabs), commerce (in the form of affiliates, live commerce and cobranded launches) and subscription (knowledge courses, infotainment courses, exclusive content, entertainment live sessions etc)...
According to Kumar, even for a platform like Instagram, which has 2.4 billion users, only three to four per cent can become influencers, and of that, three-four% would have an outcome of some kind.. Gautam Madhavan, founder of Mad Influence, agreed, adding that approximately 90% of aspiring creators struggle to gain prominence due to a saturated market, limited visibility and evolving algorithmic complexities on social platforms...
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