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From being a hobby to becoming a lucrative profession, there has never been a better time for social media content creators. Having the privilege of working with leading brands and a range of creators, Shlok - Tech Burner, shared a few points in GroupM INCA’s latest influencer marketing report that can help content creators become top-class influencers.

Content is everything

Creating and deploying fresh content regularly is the key to keeping your audience engaged. If you have chosen to be a creator, this should be your number one priority.

Listen to your audience

Respond and engage. Ignore trolls, but carefully pick comments you should take seriously. Absorb feedback and attempt amends in real time.

Pick a niche and grow it

The ability to ‘influence’ your audience is built when you are perceived as a subject matter expert. Whatever your niche, dance, tech, food, or even comedy - build 75% of your content within this specialisation.


only putting out content in one genre can make your page monotonous – so experiment with different genres at regular intervals and pay close attention to how your audience is receiving the content. Be well-versed with best-performing formats & trends.

Keep it real

The power of influencers stems from their relatability. The audience perceives you as one of them, it is your prerogative to maintain this relationship.

Be humble

It’s easy to get swayed by the adulation of your followers, but in order to get regular brand partnerships, it is essential to be a thorough professional.

Keep it clean

If you want to commercially benefit from influencer marketing. 90% of brands investing in influencer marketing are extremely particular about brand safety and will not associate with a creator that uses excessive foul language or has misleading/ provocative content.

Be ASCI compliant

The paid partnership disclosure rules laid down by the ASCI are soon to be made a law. Adhering to this is non-negotiable.

Shlok said, “There’s no single route to success. Everyone knows this, and it’s true. But that being said, there are several things you can do that’ll help build the skills, support and knowledge you need to move closer to success. Today, India’s pool of content creators has grown massively compared to a few years ago. Everyone has their own message, and it’s amazing to see the diversity in thoughts and creativity. But the most important factor when it comes to growing your audience is trust. Ask yourself - why should they subscribe to you? The key is to understand who you’re speaking to. Who are they? What do they dream of? What does a relaxed day look like for them, what are their worries, and how do they have fun? And where can you fit in and add some value to their lives? Empathy is crucial.”