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By:

Nilanjana Das

13 December 2025 at 2:23:37 pm

Creator Economy: Influence, Opportunity and Risk

Social media has the power to make or break an issue—and increasingly, it shapes how we think, shop and respond. The frenzy surrounding content creators has swept across the Indian digital ecosystem. Alongside this surge has come an ever-growing audience of consumers who absorb a constant stream of information, often without questioning its credibility or filtering what they consume. Immersed in an endless flow of content, many lose track of both time and context, consuming information...

Creator Economy: Influence, Opportunity and Risk

Social media has the power to make or break an issue—and increasingly, it shapes how we think, shop and respond. The frenzy surrounding content creators has swept across the Indian digital ecosystem. Alongside this surge has come an ever-growing audience of consumers who absorb a constant stream of information, often without questioning its credibility or filtering what they consume. Immersed in an endless flow of content, many lose track of both time and context, consuming information seamlessly and often unconsciously across platforms. We cannot escape the reality that social media has the power to make or break an issue. Much of our daily lives is increasingly shaped by the content we consume online, influencing everything from public opinion and purchasing decisions to cultural trends and political discourse. India's creator economy is experiencing unprecedented growth, evolving from a niche community of YouTubers and bloggers into a multi-billion-dollar ecosystem spanning sectors such as finance, gaming, beauty, food, fitness, travel, and entertainment. Driven by a young, digitally connected population and widespread access to affordable internet, creators have emerged as influential voices that shape consumer behaviour, often rivalling—or even surpassing—the impact of traditional advertising channels. Consequently, influencer partnerships have evolved from experimental marketing initiatives into a core pillar of brand strategy, delivering measurable business outcomes, stronger audience engagement, and impressive returns on investment. In today's highly competitive attention economy, content has emerged as one of the most valuable digital assets. Audiences are increasingly gravitating towards short-form, engaging videos that deliver information, entertainment, and opinions within seconds, prompting social media platforms to continuously evolve and adapt their offerings. Creators who can capture attention instantly and retain audience engagement hold immense value for brands seeking to connect with highly targeted audiences at scale. As consumers spend more time on digital platforms, authentic and relatable creator-led content often generates greater trust and engagement than conventional advertising. This transformation has positioned creator-led influence as one of the most impactful and effective forces shaping marketing strategies, consumer behaviour, and purchasing decisions in India today. The market for content creators is booming in India, with around 60 per cent of creators coming from Tier-2, Tier-3, and Tier-4 cities, highlighting the growing importance of regional and vernacular content. India's creator economy has evolved into a vast digital ecosystem with over 100 million creators, including approximately 2.5–4.4 million active digital creators who have more than 1,000 followers. Although it is a multi-billion-dollar industry, earnings remain concentrated among a small percentage of creators, making monetisation highly unequal. Creators can broadly be divided into three categories: active creators, nano creators, and micro creators. However, only 8–10 per cent of active creators earn a sustainable living from content creation. Most nano and micro creators earn about Rs 15,000–18,000 per month, often treating content creation as a side income. Macro creators can earn anywhere between Rs 50,000 and Rs 5 lakh or more per sponsored post, mainly through brand partnerships. Many creators are also moving beyond brand deals by registering businesses and launching their own products, reducing their dependence on sponsorships. The recent incident in which a content creator revealed her gold collection online eventually led to a theft at her residence. Madhya Pradesh YouTuber Rachna Gurjar was robbed of gold, silver, and cash worth Rs 8–10 lakh after frequently showcasing her jewellery on social media. Burglars reportedly used her videos to study the layout of the house before carrying out the crime. They disabled the CCTV cameras, locked the family in a room, and executed the heist. Social media is not always a safe space, and information shared online can easily be exploited by criminals. As the creator economy continues to grow, creators must exercise greater restraint in what they share, while consumers must apply critical thinking rather than scroll mindlessly.

Why is Mamata Seeing Ghost of Bangladesh?

Updated: Oct 21, 2024

Why is Mamata Seeing Ghost of Bangladesh?

Mamata is seeing a ghost of Bangladesh behind the massive outrage and waves of protest over rape and murder of the trainee doctor. And the reasons are many.

It’s been over a fortnight. Yet with each passing day the voice of protest is getting louder and stronger. From the streets of Kolkata it’s pouring into roads of hinterland. The cry for justice for a rape victim has consolidated into a wail of demands to set a lot of wrongdoings right. Here in lies the fear and trepidation. Wasn’t the issue that brought the youth of Bangladesh out on the thoroughfares a simple, innocent one of quota reform?

The chief minister of Bengal, known for understanding the pulse of people better than many, was quick to read the signages floating in the political horizon.

The most obvious reason for her to be tensed is that both the regime change in Bangladesh and the mass protest in Bengal, were student-driven to begin with. The two incidents---end of 15 year old Sheikh Hasina government and turbulence in West Bengal, over the heinous crime, falling back to back, the first on August 5th and the latter from August 9th onwards, give natural scope for comparisons. More so, because in both the cases the movement strayed beyond an affected constituency to include aggrieved people at large, cutting across socio-economic demography. If the quota reform protest started by students in Bangladesh became a mass uprising against an autocratic regime, the campaign demanding justice for the rape victim and overall safety and security of women in Mamata Banerjee’s Bengal soon snowballed into a movement of no-confidence against the government. Slogans--”Mamata must resign” also got floated in social media much in line with the call for ouster of Sheikh Hasina. In fact “Resignation of Hasina” became the single point agenda into which all other fringe demands coalesced.

Incidentally, even before people started drawing parallels, that there could be a thread of commonality in the way the upheaval in Bangladesh and Bengal played out, Mamata was quick to point out that the Opposition were trying to pull off a Bangladesh by politicizing the tragic incident: “A coordinated approach has been executed by the BJP and the CPIM with support from the Centre to defame Bengal and exploit the situation....They want to make a Bangladesh here. They are taking cues from student unrest in Bangladesh and are attempting to capture similarly. I have no longing for the chair. I came here to serve people.”

Not only Mamata, her political lieutenants are consistently equating the turmoil in Bengal with the mayhem in Bangladesh. Cabinet minister for North Bengal development Udayan Guha threatened to take stern action against those, who would be trying to exploit the situation by emulating a Bangladesh like movement. “ Even after the hospital was vandalised, the police did not open fire on anyone. The police will not allow a Bangladesh type situation. We will not allow Bengal to turn into Bangladesh, Guha thundered.

Is the government’s fear unfounded?

Apart from the similarities on ground zero, as to how and where the future course of events are heading to, there are ample reasons for Bengal to mull on-- as to what led to a Bangladesh like boiling point. To begin with, it’ll be appropriate to talk of Bangladesh and the prevailing situation, that made the students’ protest become big in magnitude. The students were out on the streets because of a high reservation in public jobs. Unemployment and stagnant job market in private sector coupled with a high rate of inflation drove the educated youth to rebel against the government.

But soon the students found enormous number of sympathisers, who were equally at the receiving end. According to Bangladesh citizens, the last two terms of the Sheikh Hasina government were a mockery of democracy. Even elections would be compromised. As Hasina grew from strength to strength, she politicized institutions. The rank and file of police owed allegiance to the ruling dispensation. Extortion, harrassment and raids by police and people in power became rampant. An atmosphere of fear and repression reigned and people got restless to overthrow the government.

Politicization of institutions has been happening in Mamata government too. Allegations are quite strong that police in Bengal functions at the beck and call of political bosses. The lapses and alleged loopholes on the part of police in handling the rape and murder of the young doctor have yet again revealed a sense of confused or misplaced loyalty.

But above everything else both Hasina and Mamata governments allegedly seem to have twined in accepting corruption as a way of life. In Bangladesh jobs of primary and secondary teachers got sold at premium, Rs 10-12 lakh in the Hasina regime. Even police had to pay up for prized postings and transfers. In Bengal busting of the teacher’s recruitment scam has revealed how unsuccessful and ineligible candidates got government jobs in schools in exchange of bribes.

Similarities are multiple and inescapable. Mamata has good reasons to be apprehensive. It’s not only she, who can see and connect the dots. People, out on the streets, clamoring for justice, can see a providential pattern somewhere in the unfolding of future events in these two places-- Bangladesh and Bengal. True, they share more than 2,217 odd km of border. They share the same umbilical cord, other than language, culture, ethos, icons. Even emotions are the same. So she cannot take any risk.

(The writer is a senior jounalist based in Kolkata. Views personal)

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