The social media impact varies by the reach & popularity, but the power to influence exists.
Depending on the number of followers, an influencer can make anything between Rs 1k and 1 lakh or above for a post.
If you have a social presence of any kind where people follow you, you automatically yield the power to influence them.
Here is the the story of Shyam Tyagi. He was working a 9-to-5 job at an IT services agency, all while dreaming of a career in fashion. He had been running a blog and Instagram account showcasing his outfits for over a year.
“When I decided to do it full-time, people kept asking me if quitting a secure job was a good call. But I knew I had to put my 100% in it,” says the 34-year-old Bengaluru resident.
After, two and a half years of quitting his job, he has 73,000 Instagram followers and a team that includes a content writer, videographer and photographer, who are all on his payroll.
He worked with brands like Reebok, Superdry and Airtel, he says his IT firm didn’t fetch him even 50-60% of what he makes now — about Rs 2-3 lakh a month.
While influencers and content creators have been around for a while now, it is only in the last couple of years that the market has tuned into their sphere of influence, allowing them to make enough money to turn a side gig into a career.
“Most of the 7,000 creators we work, with still have other jobs, but the ones who are doing this full-time are doing very well,” says Rahul Singh, co-founder of influencer marketing firm Winkl.
Depending on how many followers you have and the ways in which they engage with you, an influencer can make anything between Rs 1,000 and 1 lakh for a sponsored post, according to Rahul Singh.
Akanksha Redhu has been running her eponymous blog since 11 years, and has diversified the number of platforms she’s active on — Instagram, Twitter and Pinterest.
In the last 10 years, she began and shuttered a clothing and accessory brand. “By the time my accessories were doing well, my blog also took off. Blogging literally opened me up to the possibility of never having to do a job-job. Unlike running a brand, I had no overheads — no salaries to pay, or studios to rent,” says the 32-year-old, who has a little less than 200,000 Instagram followers.
These days, most newbies take barters when they first start off — if they promote a brand, they will get a product or service instead of cash.
Shivani Kapila, a TikTok creator with 2.8 million fans, recently quit her HR job to pursue content creation full-time. It wasn’t an easy decision, one that she mulled over for a year.
“I create videos about fitness, cooking and safety. It’s a completely different lifestyle — I can work from anywhere, and sometimes get free travel opportunities. As a girl born and brought up in Jhansi, I never thought this could be my life,” says the Surat resident, 30.
Makeup mogul Kylie Jenner gets $1.26 million (8.6 crore) for a post, making her the highest paid celebrity influencer in the world.
Popstar Ariana Grande takes the second spot, followed by footballer Cristiano Ronaldo and Kim Kardashian, all of whom make upwards of
6.2 crore a post.
Priyanka Chopra is one of only two Indians who made it the list. She ranks 19, getting $271,000 (1.8 crore) per sponsored post
Virat Kohli is 23rd, and makes $196,000 (1.3 crore) per post. Source: Hopper HQ Instagram Rich List 2019.
By: Abhinav Ranjan, Editorial Desk, DKODING Media