Everyone wants to be an influencer. But can it pay the bills?
India has one of the largest creator ecosystems in the world, with over 80 million people, influencers, bloggers, artists, educators, trying to monetise their digital presence. Yet, a recent report by Kalaari Capital reveals a stark reality: fewer than 0.2% of creators in India earn a sustainable income from their content.BEYOND THE VIRAL VIEWSThe creator economy in India is booming, but the economics remain shaky. What started as a hobby or side hustle for many is now a full-time hustle, and an increasingly competitive one.Social media platforms reward visibility, not necessarily value.As Kalaari's report puts it bluntly: 'Follower count is a poor proxy for revenue.' A creator might hit a million views today and struggle to pay rent tomorrow. Virality may be free, but sustainability isn't.Take Arogyaroots, a wellness page run by siblings Preksha and Tapas, with over 3.7 lakh Instagram followers. Their reels on Ayurveda, yoga, and Indian traditions have clocked massive reach, one even crossed 10 million views. But real income didn't come from the platforms themselves.'We don't just rely on platform income,' said Preksha. 'We offer Ayurvedic consultations and online yoga sessions taught by trained professionals. People find value in our content, and then choose our services. Our revenue model is built on trust.'That trust, however, hasn't come easy. 'Our biggest challenge has been disbelief from our own community,' added Tapas. 'When we explain the science behind Ayurveda, many Indians still think it's unscientific, even when global audiences appreciate it.'Then there's Ravi, a gardening creator who built his YouTube channel to over 7.5 lakh subscribers and grew a business out of it. 'I used to run a construction business,' he recalled. 'During the lockdown, I started making gardening videos. People liked them, so I began tutorials. From there, we grew a full-fledged business selling plants and fertilisers online.'His YouTube and Instagram videos have crossed millions of views, but the journey hasn't been smooth. 'Once, the whole channel got hacked and disappeared for two days,' he said. 'Thankfully, the Google team helped us recover it.'Ravi's income comes from YouTube ads and direct sales through his online shop. 'We don't do many brand deals,' he added. 'Most of the things we show, we also sell our products so promoting other brands doesn't make sense.'UNPREDICTABLE INCOMESadvertisementEven creators with viral videos and loyal audiences aren't guaranteed a steady income. While YouTube, Instagram, and other platforms offer revenue-sharing tools, they're often insufficient or inconsistent. Most creators cobble together income through brand partnerships, workshops, courses, and live sessions, none of which promise security.Samayra, an educational creator and founder of Vision of Sam, has built a loyal following of over 1.2 lakh on Instagram by creating English-speaking content using digital storytelling. One of her reels, about using advanced English phrases, garnered over 3 million views and helped her reach a total audience of 30 million.Yet, she says, the money side is unpredictable. 'I earn through brand collaborations, course sales, and sponsored educational content. It took time to build trust and an engaged audience. Once my content started providing consistent value, brands and learners began to approach me. However, earnings can still be unstable.'She also spoke about the emotional pressure. 'Audiences expect perfection; one small mistake, and you're trolled. I've faced that too. Consistency matters, even on tough days.'TOP INFLUENCERS TAKE THE PIEThe Kalaari report calls for a shift: decentralised platforms, better revenue-sharing models, and fairer opportunities for mid- and nano-creators. Currently, a few top influencers take the lion's share of brand deals and platform payouts, while most creators build engaged communities without seeing financial returns.advertisementMonetisation tools need to evolve, especially for niche creators who offer real value but don't always get algorithmic love.India's creator economy is undeniably powerful. It's shaping conversations, educating audiences, building brands, and even creating jobs.But for it to become a viable livelihood for millions, it must go beyond vanity metrics.The way forward lies in more sustainable, equitable monetisation, where success is measured not just in followers, but in freedom — financial and creative.'The future is bright,' said Tapas of Arogyaroots. 'But it has to be fair for every creator, not just a few.'- Ends
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