Inside the race to be a viral content creator

"Everyone will be a content creator by choice or force in the next few years,” declares Raj Shamani. Shamani’s belief stems from the fact that there is a demand, as seemingly endless as an infinite scroll, among brands across the world to endorse their products with the help of social media content creators. And there are going to be a lot of content creators soon.” Shamani is part of a growing network of social media content creators who are diversifying to build their brand and earn more, not just by improving their craft but also by offering online or one-on-one sessions to others who wish to become better at posting photographs and videos of a Bollywood dance skit, an ASMR-esque night-time beauty routine, or a GRWM with a pet. “The social media content creator is today’s dream seller because they have established that close bond with their follower.” In 2021, The India Influencer Marketing Report by media company GroupM’s global influencer and creator marketing solution INCA found that celebrities account for 27% of influencer marketing spending and influencers, 73%. “A few days ago, a creator with over 200,000 followers said to me, ‘How do I get over anxiety while speaking with people in real life?’ Often, we forget that social media content creators lead a double life.