In the last 5 years, the world around us has changed in many ways. One key change has been the rise of influencers, aka content creators, and how aggressively we consume what they create.
While the world continues to question the importance of creators, the reality is that consumers make everyday decisions influenced by what their favorite content creators recommend. In addition, brands too ride on their massive viewership to reach audiences. Yet, amidst all the conversations, the big question remains, do we really love them or not?
A small slip, and we’ve had massive fire on creators, from Ranveer Allahbadia to Samay Raina. While these names have become household ones, were the controversies around them a matter of legitimate concern, or just sour grapes? Some of the things they said were not exactly sweet, but did they really deserve such a big showdown?
10 out of 10 people I interact with want to be creators themselves, with a big reach and a voice that’s heard by thousands. Deep down, most of them want to be popular on social media, but very few actually can, and that’s where, I believe, a quiet envy or ‘sour grapes’ sentiment lingers against young, popular creators. A common remark I hear is: ‘What has this guy done to be so popular? I could have been a better influencer.’
Creators face challenges that most of us don’t even know about, 12-hour screen times, an existential crisis between likes and comments, the constant struggle to maintain mental health, and now, legal hurdles on top of it all. Trust me, it’s not easy being a creator. India may have over 4 million creators today, but the grass isn’t always greener on the other side. Many of them aren’t making the millions we assume.
I feel it’s time we truly start admiring and respecting creators, and acknowledge the value they’ve added to our lives. We travel better, dine better, cook better, eat better, know better and even pray at better places, all thanks to these influencers. It’s time we drop the envy and appreciate what they do. Yes, aspire to be one of them, but don’t hate them.
It's not easy to be an Influencer.
For more, check out: https://iigc.org/