How it works
In recent years, there has been a growth in usage of platforms like Youtube and Instagram. With these platforms, creators can make videos or posts and reach out to a global audience anywhere and anytime. Algorithms also help with boosting their visibility in the market.This isn’t like your everyday 9-to-5 job. There are no professional barriers, and a degree is not compulsory (unless your niche is medical or science). So, literally anyone and everyone can be a part of this economy.
So, how does one make money off this influencer lifestyle? Well, there are many ways. Advertising revenue (you know, from those ads that come before, in-between, and after the videos we watch), brand collaborations and sponsorships, and even selling products like merchandise and courses, and also subscriptions.
For subscriptions, here are also some key milestones to look out for to monetise. On YouTube, a channel can be monetised when a channel reaches 1,000 subscribers and/or 4,000 public watch hours in 12 months or 10 million Shorts views in 90 days.
On Instagram, a professional account of a holder who is at least 18 and above can have their handle monetised when they comply with Partner Monetization Policies.
Quick growth
The creator economy is growing quickly as we speak, and it’s not hard to see why. Easy access to smartphones and the internet is one large reason why.When it comes to brands, the public tends to trust independent influencers who have tried the said brand over the advertisements we see on mainstream media.
The pandemic has also contributed to the rise. During the lockdown six years ago, people dramatically increased their time spent on social media, and creators took to their audiences from the comfort of their homes.
Women wearing costumes pose for pictures as they visit the Forbidden City | Photo Credit: TINGSHU WANG/REUTERS
The harsh reality
All these views, likes, and shares aside, it isn’t all rosy. The income is not always stable, and there is always a lot of pressure to stay relevant, which comes with relentless dependence on the algorithm. Not to mention the concerns of burnout and criticism.The future
Like a lot of things, the future sees AI-powered content. Other key trends include liquid content (content repurposed into multiple forms) and immersive and interactive media. Huge corporations are already taking to social media for aggressive marketing.
““A brand is no longer what we tell the consumer it is — it is what consumers tell each other it is.””Scott Cookformer director of Ebay
What is an algorithm?
On social media, an algorithm is a set of rules and calculations used by social media platforms to rank, filter, and prioritise content. They analyse what kind of content that viewers are most likely to engage with, aiming to keep them relevant for longer.The numbers
According to Forbes magazine, Instagram influencers saw an average increase of likes by 67.7% and a more than 50% increase in comments after the pandemic.The global creator economy market size was calculated at USD 254.4 billion in 2025. India alone was valued at $20 - $25 billion that same year (as per the PIB).
