The Smart Content Creator’s Guide to Building an Audience That Pays

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[00:00:31] Hey, welcome to the show Vipasha.

[00:00:34] Thanks, great to be here.

[00:00:36] I think I've been long, long haul.

[00:00:38] Really, really, really, really like they say, you know, there are the rules that I think

[00:00:44] I'm extremely excited to chat with you about what's up with the creative economy.

[00:00:49] According to you, how has the creative economy really evolved since its early days of

[00:00:54] social media?

[00:00:55] Because I think social media gave creators a platform, a truly democratic platform.

[00:01:01] Like I don't think any other medium gave that level of democracy and power to creators and

[00:01:07] social media at it.

[00:01:09] So how have you seen the broadly this this space evolve?

[00:01:12] Yeah, I think I have been one of the lucky people, I would say right who was at the

[00:01:17] helm of seeing this revolution.

[00:01:21] So my first job was at Google where I was actually working with YouTube as a project, right?

[00:01:27] YouTube hardly and this is way back in 2011-2012 when the first YouTube fan fest happened when

[00:01:34] the YouTube Partner Program launched.

[00:01:36] And at that point of time for me, I used to like watching videos and then you know,

[00:01:40] watching Smosh, watching your Rebellion Johnson's of the world and that was purely it,

[00:01:48] for entertainment and when YouTube Fan Fest was happening, that is when I first heard this

[00:01:54] term called Creator, right?

[00:01:56] That AIB is going to get formed.

[00:01:59] They are going to be creating videos exclusively on YouTube and that is how it happened, right?

[00:02:05] And the first creator that I remember having watched create content in the YouTube studio

[00:02:11] was Nisha Matulika, right?

[00:02:14] And at that point of, yes, so she was one of those first few people that YouTube studio

[00:02:21] actually set her up in and she would create a video.

[00:02:24] And one of those really young people who are doing this project with YouTube, I was

[00:02:30] awestruck about the kind of investment that YouTube was doing in making a video better.

[00:02:35] Now that is what it meant because YouTube wanted a perfect setting, perfect camera

[00:02:42] and obviously she's great at what she does and the way she talks, right?

[00:02:47] So those things didn't meet a touch up but maybe the quality of the camera and the YouTube studio.

[00:02:52] From that, 2011-12 where we had handful of Indian creators to 2016 when the entire

[00:03:04] geo disruption happened where people got camera phones, where data became extremely cheap.

[00:03:11] So the amount of video that was getting consumed skyrocketed, right?

[00:03:18] And we saw that a lot of things started happening on YouTube, especially in India

[00:03:22] where things like AshiKid 2 was creating UGC content for people to audition on YouTube.

[00:03:30] We had never seen something like that happen in India, right?

[00:03:35] And Bollywood coming on YouTube to get auditions was never seen off.

[00:03:40] But what really picked this up, right?

[00:03:42] And then of course social media platforms were there, right?

[00:03:46] Facebook was there but it primarily only meant connecting with people.

[00:03:51] But they started pivoting as well, right?

[00:03:53] What really disrupted this was 2019, right?

[00:03:57] TikTok entered, short form became a thing and because everybody had smartphones now,

[00:04:04] tier 2, tier 3 really felt empowered.

[00:04:07] So what you're talking about democracy where you didn't need a camera,

[00:04:12] you didn't need YouTube studio, you didn't need an editor to put content out there.

[00:04:19] And somebody was saying,

[00:04:21] artist is someone who would, and most people who are putting out content

[00:04:26] treated themselves as artists who wanted to just put out content.

[00:04:30] And not really think about, oh, what will people think about?

[00:04:34] What will backfire, right?

[00:04:36] There was no qualms about everybody loved doing what they were.

[00:04:41] And that ban of TikTok,

[00:04:43] they really pushed the other content platforms forward.

[00:04:48] And during COVID, the beauty of the Indian homegrown platforms that got evolved

[00:04:56] it just showed how much the Indian audience wanted to watch content and create content.

[00:05:02] So be it your reposo, modge, share chat, everyone grew up

[00:05:08] because TikTok having gone, people just wanted to watch the short form content.

[00:05:12] And that's how I think Instagram shots they leveraged on that audience.

[00:05:18] And Snapchat is one of the biggest winners in that, right?

[00:05:22] So from five, six creators who had one million to this age

[00:05:28] where every day in India there are two creators who are reaching their first one million audience.

[00:05:34] It's amazing, right?

[00:05:36] And everyone is creating great content

[00:05:40] because they're in India with so much diversity in the content that we consumed, right?

[00:05:47] Even now, from Gen Z to like from my youngest cousin to my Nana G, right?

[00:05:53] Everybody's on their phones consuming content.

[00:05:59] Everybody has a platform account.

[00:06:02] So that has really evolved and it makes me...

[00:06:06] The boundaries have diminished or I would say in some cases it's just completely gone, right?

[00:06:12] Where I could be an 80-year-old doing a dance performance, right?

[00:06:17] There are so many older content creators

[00:06:23] and then there are very younger creators like your Miss Anand, my Miss Anand

[00:06:28] who's creating content at a very young age.

[00:06:31] So the democracy is there.

[00:06:33] There is no bars for any camera or script or anything.

[00:06:43] The more authentic you are, I think from a purely scripted content

[00:06:49] that people liked watching in 2011 where AIB was putting some great videos, great scripts

[00:06:55] to now where people like watching only this authentic Atom environment

[00:07:02] with creators like to come from tier 2, tier 3

[00:07:07] that authentic vibe of living in a village, cooking in a village.

[00:07:10] I think it's completely awe-inspiring the way content consumption has changed

[00:07:16] and also content creation.

[00:07:17] So if I were to boil it down from what you said,

[00:07:20] number one is ease of access which is cheaper smartphones, cheaper data with Jio.

[00:07:25] That's one.

[00:07:25] Number two is going to be authenticity.

[00:07:29] People appreciated authenticity.

[00:07:30] People appreciated being able to relate to creators that they were consuming content from.

[00:07:37] That might have been slightly difficult with film stars who enjoyed a certain bit of mystique,

[00:07:43] let's say.

[00:07:44] Third is going to be investment both from social media platforms

[00:07:47] and large-scale media productions that could be movies or otherwise

[00:07:51] who partnered with digital creators so gave them that sort of edge.

[00:07:56] And fourth is going to be of course COVID and the fact that people had a lot of time

[00:08:01] and started sort of investing more time consuming content.

[00:08:07] More time forward from now on, content creators, digital creators, even in the mid-2010s

[00:08:14] were somewhat of a pirate.

[00:08:17] You would have stacks of books and out of...

[00:08:21] You'd hear even the likes of Lilly Singh who now have millions of followers.

[00:08:26] Yeah, they'd be recording in their bedrooms and stacks of books would work as tripod and

[00:08:34] just some camera phone or just like a cheap camera, second-hand camera on top from there

[00:08:39] to creators becoming brands.

[00:08:42] They've gone from becoming somewhat of a bunch of pirates to somewhat of a navy

[00:08:47] where each of these people have their own entourage, they have their own...

[00:08:51] They have become the equivalent of movie stars for a generation that's being fed on

[00:08:58] internet gossip and internet content only.

[00:09:00] Right?

[00:09:01] So what are the trends and shifts that you foresee in the creator landscape

[00:09:08] in the coming year, let's say in 2024?

[00:09:10] Absolutely.

[00:09:11] I think great, great example there, Shraika because the fact that Mr.

[00:09:16] Beast as an individual creator could reach his first 200 million subscriber

[00:09:23] and is doing a battle against T-Series which is a media giant and taking its heads on.

[00:09:29] I mean it just proves that the kind of brand value that he's created for when people talk

[00:09:35] about the creator economy and they say, oh, you know, the creator economy is tumbling,

[00:09:39] it's not.

[00:09:40] I think the startups in the creator economy who don't understand where the gap is or what

[00:09:47] is the value you're bringing to the table for the audience.

[00:09:52] I think those startups or those companies might not be doing well.

[00:09:56] Creators themselves are becoming brands and I think each creator, they're no longer looking

[00:10:02] to just get brand value, brand deals.

[00:10:06] They're no longer just looking at YouTube or Snapchat or Instagram as pure monetization

[00:10:14] places.

[00:10:15] No, they want to create fans of themselves.

[00:10:18] They want to create a loyal audience and they want to create, there's this rule of the

[00:10:24] loyal thousand.

[00:10:25] They want to create that community where if they have those thousand people that would

[00:10:32] pack them up, whether they come to product and wholeheartedly stand behind the creator,

[00:10:40] there's nothing else that the creator would really want.

[00:10:43] They are create and the trend that is going to go keep going for

[00:10:48] how can a creator stay authentic, moved towards becoming a brand and how

[00:10:57] it stands without any language barriers.

[00:11:01] More importantly, all the platforms, they launch its own dubbing feature of allowed AI

[00:11:11] but even Meta or even Snapchat, the way that they are not just in India but globally,

[00:11:17] the way they are moving towards getting a perfect seamless experience for

[00:11:24] person in every language, I think it just proves the power of regional.

[00:11:30] And be it a big creator like Mr. Beast or a smaller creator like Gail Bro,

[00:11:37] who's actually big in numbers but who comes from a smaller town with limited

[00:11:46] video making means.

[00:11:48] They're all looking at getting to audience without a language barrier.

[00:11:52] So the creators are going to actually win this battle or who are going to come out

[00:12:01] triumphant in the next year and the coming years is going to be who take regional very seriously

[00:12:07] because even for brands, gone are the days of celebrity brand endorsements.

[00:12:15] You have seen Dolly Singh, your Zakir Khan's Pepsi ad, the engagement there has been much higher

[00:12:24] than what I wouldn't say Ranveer Singh would say anybody else from that

[00:12:32] would actually engage. In fact, in the US, the numbers that are there are that a micro

[00:12:38] influencer actually brings a better ROI than Kim Kardashian and that's to say a lot.

[00:12:45] And it's somewhere around, I don't know my number, but around 4x more ROI than a Kim Kardashian

[00:12:52] because the micro influencer has a niche. So the more niche you're able to identify.

[00:13:00] So within art and craft, I am a Rangoli artist and I have a very loyal base.

[00:13:07] So the bands need to identify that niche, those niche creators and because those audience that

[00:13:16] are watching them are extremely loyal audience. And that's the reason the ROI is very high because

[00:13:23] I can connect to someone who speaks my language, who looks like me, who is who I know,

[00:13:30] who should live 20 blocks away from me. Absolutely, right? Then say an Ananya Pandey will come and ask

[00:13:37] me to buy a product. We don't come from similar background and that's the reason that I think

[00:13:42] regional micro influencers are going to be very big bets. They still are but I think they're

[00:13:50] going to take a lot of brand money into their reach because in fact even with something like

[00:14:01] Cricket, which is so big, it's a religion in India and Metta is actually working with 500.

[00:14:09] They are some are macro but mostly micro influencers to make sure. So the way that

[00:14:14] the OTT is streaming is breaking all records. It's because a lot of people who are doing these

[00:14:24] short bites for Metta come from all languages and they're coming from all regions and I might be

[00:14:31] watching only the person that talks my language and who looks like me and who talks like me.

[00:14:37] So the platforms that are able to recognize it, the brands who are able to find these

[00:14:45] content creators, I think they are going to be the ones who will be winning in this content game

[00:14:50] because everybody is looking to, everybody has limited time and they're all looking to get the

[00:14:57] advice, the recommendations from creators who speak the best to them. Apart from that,

[00:15:06] what I think is going to become very big but I'm also, I feel everybody has to be extremely

[00:15:13] conscious about is going to be the AI. That entire AI, because I think in the last one month

[00:15:20] I've seen YouTube, Snapchat, Metta, they've all launched features for creators. Some features are

[00:15:28] too good to be true and some are a little scary. The AI chatbots which completely look like

[00:15:35] Kendall Jenner and Snoop Dogg, it's going to be important to see that yes, there are certain

[00:15:44] creators who could use this for creating more content which could be educational, which could

[00:15:50] be less time consuming and able to answer the queries of their community but it could also

[00:16:00] unless it's very responsibly driven, I think it could also be a huge imposter

[00:16:08] content creation because now the blue verification could be bought on Instagram.

[00:16:15] What on Facebook? The authenticity of that and this could obviously be okay for bigger

[00:16:21] creators but smaller creators who are micro or who are nano influencers, for them

[00:16:27] this could be a little bit of challenging because once you start gaining a lot of traction,

[00:16:33] I mean I've seen people make replicate videos and create multiple channels on Facebook and

[00:16:40] YouTube. There was an entire team that sits and manages it because there's a

[00:16:47] verification and the entire process but if that goes away and it's so easy to replicate AI

[00:16:54] chatbots or AI models who talk and speak like you because I've tried a few tools also

[00:17:03] like Hay Jen is there in the market which completely can replicate the way I talk. In

[00:17:09] fact even my mannerisms and my lip movement, it'll be very difficult to see how can you

[00:17:18] safeguard a creator's community and audience because anybody could make

[00:17:26] and put content out there which might not resonate with you.

[00:17:31] So I think that's going to be extremely important. How I would love to see what the

[00:17:36] platforms are doing to have more responsible AI especially for content creation because

[00:17:43] I think for these creators it's like their baby. Their channels are like their babies,

[00:17:48] the content that they create so they are extremely sensitive about it and we need to

[00:17:56] I think time will tell what kind of measures the platforms are able to put in place.

[00:18:02] What I understand Vipasha is you speaking about how content and content creation

[00:18:09] and consumption of content is going to go hyper local because creators are going to go hyper local

[00:18:16] it is going to be based on authenticity and relatability and less

[00:18:21] on purely start power. That's why you very lightly touched upon this and I'd like to

[00:18:27] sort of cover this right now is the one criticism of the creator economy is that it's fundamentally

[00:18:35] broken and I think the link trees earlier last year's report said some 77% of all creators were

[00:18:42] part time. Most creators are not able to break even or make a decent buck just about enough

[00:18:49] to be able to sustain themselves in some cases. So as the creator economy formalizes

[00:18:56] how do you see monetization play a role in how this entire good system ships are because

[00:19:04] the more formalized it'll get the more there are going to be forces wanting to make that into

[00:19:10] a world garden just like Bollywood has been just like any other movie industry has been right and

[00:19:15] you could say that is already happening that Dolly Singh today would have an alter that

[00:19:20] a kushakapilla today would have an alter that they are in movies that they would have a manager

[00:19:25] right so is this over time going to be another world garden because what this started out as

[00:19:33] being relatable as somebody from the girl next door or the boy next door is no longer that

[00:19:39] you know booban bham is no longer that booban bham is now he's going to be the voice for

[00:19:43] Takeshi's castle apparently right so yeah so like exactly imagine where this started you

[00:19:50] know that meme how it started how it's going how it's going each of these people are multi

[00:19:54] millionaires probably the top the top ones at least and they're going to be what you're

[00:19:59] telling me there is propensity for more creators to be making more money right so where does that

[00:20:06] lead us because wherever money comes things become more gated things become more guarded

[00:20:12] is it going to stay as open or is this going to be another wave of content creation that's

[00:20:18] going to lead to more digital studios more companies specializing and more world gardens

[00:20:23] in terms of how talent is sourced and talent produces content amazing I think

[00:20:28] Shraikati touched on a very important topic because I had been reading and talking a lot about

[00:20:36] something like this global years well right where because India is an evolving creator

[00:20:40] economy US is somewhat stable right but even there it's it's important for so as you mentioned

[00:20:47] right 77% creators don't make a buck I think that is somewhat stabilizing especially in the

[00:20:54] US where there are certain great companies that have come forward right like it's like

[00:21:00] one is called Clara for creators it's like glass doors right for creators where they the main

[00:21:07] purpose of that platform is to make sure that there is no there is fair pay right so that

[00:21:14] right now what brands pay what the creators get sometimes you'll regret like a trial product

[00:21:20] those upcoming creators right there are now going to be more I think more transparency if it comes

[00:21:28] into the system right it is going to be much much better for the creators who are probably not on

[00:21:34] the top of the pie who are not getting the maximum by why because the the creators were actually

[00:21:41] putting in a lot of work who are actually bringing the bigger you know the better ROI

[00:21:47] they also need to compensate it fairly right and I think companies like FIMP

[00:21:55] and then Clara for creators they're trying to bring a very transparent platform it started

[00:22:00] in US and I think it will somewhat come down to India as well where fair payments will become a

[00:22:07] thing faces platforms like meta youtube they've already started making sure that creators

[00:22:15] who are doing a brand partnership they have to mention that it's a paid partnership there has

[00:22:20] to be right where at least the creators are not just you know doing these paid partnerships and

[00:22:32] saving the brand money and getting themselves some money right there are going to be outliers

[00:22:37] right there is going to be a boobanbha who is going to come out and enter but that I think

[00:22:42] that's also a personal choice a lot of creators I also know like a total gaming right he would

[00:22:48] he doesn't even want to get out of youtube like even if meta wants to be a moment no because

[00:22:54] that's his community and that's what he enjoys doing and that's the reason that he is the top

[00:23:00] gamer in India and probably you know in the top five across asia as well and the and the and

[00:23:07] the next step for him would be probably esports like now asian games has esports right so moving

[00:23:12] towards your niche and I think because boobanbham has always been like a creator who has been also

[00:23:19] making scripts on his own he for his movement was easier but overall I think transparency is going

[00:23:29] to be the key right and because these platforms are open to all because these platforms kick

[00:23:35] I think it's one of the newest streaming platforms it's giving 95% revenue to creators

[00:23:42] the gaming the streaming creators now and because of that because of kick you know opening doors to

[00:23:49] more creators earning and you know a salary sort of a thing I think it'll just make sure that

[00:23:56] one platform does it other platforms follow suit similarly because because you know initially

[00:24:02] what youtube was what instagram was and what snapchat used to do it's sort of merging into the same

[00:24:08] thing right like instagram is trying out 10 minute videos youtube is doing shots more so everybody

[00:24:14] is sort of catering to the same audience and I think the audience themselves um earlier what

[00:24:22] used to happen in Hollywood right the audience is looking friday to friday chalta yeh bhi video

[00:24:27] to video here right where a person would like your audience and community also understands

[00:24:33] whether you are you are here actually for your community or are you here for

[00:24:40] that to make a quick you know just here for a night or five thing yeah just there right because

[00:24:46] and that's their authenticity that's where your community building comes in to play right but I

[00:24:52] think yes transparent platforms because I actually I try to get in touch with clara for creators

[00:24:57] right where we can see that you know is that something that's happening in us how is it doing

[00:25:04] because I've heard that a lot of the mid-level creators were hailing that platform where because

[00:25:10] of that they were able to actually negotiate with brands right they were able to get the

[00:25:18] right buck for the amount of videos that they are creating right because what what usually

[00:25:23] happens is right I might ask Kim Kardashian to do one video but I'll ask you to do 20 videos and

[00:25:28] I'm going to pay you 120th of what I am paying right and the effort the ROI all of that keeps

[00:25:35] changing your brand rating it keeps changing um what your value that so I think that is something

[00:25:41] uh there are some really good I would say you know people in the creative economy like Jim

[00:25:47] Lauda bag there's a big Gandhi there's a scream screech right who are making sure that even if

[00:25:53] there's something uh and they have a very strong community on LinkedIn as well as uh elsewhere

[00:25:58] and they are making sure that if there is any platform that is not doing the right things

[00:26:04] or if there are something that is happening off yeah they are always calling it out right and

[00:26:08] there are yeah and they're creating platforms um and communities to you know sort of safeguarded

[00:26:15] and uh and I'm sure there are some really smart people in India like you know there's

[00:26:20] Gunjan there is Vijay Subramaniam there is you know there's Rahul so they these guys are also

[00:26:26] I think somewhat yeah very sure of what the Indian audience wants they're also looking at

[00:26:35] you know um protecting the talent that they work with right and making sure that the brands

[00:26:41] or the audience have a fair understanding of what this creator is worth right and

[00:26:49] and I think that's only going to continue because as long as there are people who

[00:26:54] will understand the value of the creators who will safeguard their interests and not let

[00:26:59] you know it let it become somewhat like the music industry at the good guys the gunjan that

[00:27:06] Vipasha mentioned in passing in Gunjan Arya she's the CEO of OML also happens to be a very dear friend

[00:27:11] she's going to be on the pod link in the description for our Gunjan episode as well coming

[00:27:17] up very very soon but um when we were speaking about how the creator economy is going to pan out

[00:27:23] you touched upon so many things let me pick on just one which is let's just dig up it deeper

[00:27:29] into the monetization bit of it there's this term that's going around called create a pregnore

[00:27:34] right somebody who is a creator and an entrepreneur right do you think that a pure play creator

[00:27:42] is going to exist five years from now because every established creator is now an entrepreneur

[00:27:48] whether they like it or not right you would presume like you know 10 years back there was a

[00:27:53] Sashi Kapoor a Shammi Kapoor or like no these people of course they do ads but they'd be

[00:28:00] themselves in those ads there'd be an Amitabh Bachchan in that right Amitabh Bachchan 10 years

[00:28:05] back 20 years back would not be launching the equivalent of a beast burger right and today you'd

[00:28:13] have you know tech youtubers like tech wiser he's launched a mobile skin brand because he

[00:28:19] reviews smartphones right you'd have Zakir Khan with the biryani because he's a guy from Lucknow

[00:28:24] and he really speaks about his now for biryani so see that there is space for a creator only creator

[00:28:31] to exist or eventually every creator to be able to take themselves to the next level will have to

[00:28:37] become a creator pregnore that that's the evolution for any creator given today's day and age and

[00:28:43] how monetization models are set up yeah so I think one it's it's beautiful like the way that

[00:28:48] every creator can become a creator pregnore every creator is capable of launching their digital

[00:28:53] products is capable of having a webinar and have people come there who are budding from their community

[00:28:59] or budding creators who want to learn who want to understand I think it's great if everybody can

[00:29:06] you know every creator cannot rely on just ads monetization and on brands and you know be a brand

[00:29:12] on themselves because that is where the creator economy is moving where you'll have more creators

[00:29:17] as brands rather than brands working with creators right but I feel that it's also a personal choice

[00:29:25] a lot of creators are here because it's like that where people write poetry because they love

[00:29:31] writing poetry right they might not want to put it out there are certain people who for an example

[00:29:37] satvic movement right um they do they do create content they do great you know they have like

[00:29:44] a satvic yoga channel satvic food food rating they are creating content because there is certain

[00:29:52] information education that they want to give to the community they are not looking to monetize it

[00:29:59] to an extent because I did talk to them when I was working with you know jellies and the

[00:30:06] the idea that the the founders of satvic movement that they wanted to improve the lifestyle and health

[00:30:15] for their community whoever is following them right so if you tell them oh you know what your revenue

[00:30:21] we are going to help you increase it by three x four x five six that doesn't matter to them

[00:30:25] so I think the goal right matters faisal khan he's obviously a very big creator and I've worked

[00:30:32] I've had the opportunity to work with him for a long time and even though he has fast people right

[00:30:37] if you actually bring him on board if you start working with him and say oh you know faisal

[00:30:41] will increase your this you know revenue bank he's like no he is very particular where he wants to

[00:30:48] build his community and have a strong hold on his community right and he's and he enjoys doing

[00:30:55] what he does right being the first auto creator in India right and the way he is he's such a

[00:31:01] pleasant personality he doesn't you know we he doesn't run after money he does it because he

[00:31:10] loves cars and you can see it when you watch his videos otherwise he could have you know

[00:31:14] done this and done like 20 videos in a day and try to maximize on each you know run ads and

[00:31:21] things like that but for him the pure what he loves the most is doing ad you know driving

[00:31:28] those cars talking about those cars and that's the reason that you know he's people follow him very

[00:31:35] very uh loyally and I think it's always going to be a choice yes money is always going to be

[00:31:41] important if you want to build you know um a production house if you want to educate

[00:31:47] more creators because if you if you don't have the money you won't be able to do anything for

[00:31:52] your community as well guys so um so I think yeah pure creators and there I think it is going to be a

[00:31:58] combination where people are creators uh because they love what they are doing be it you know the

[00:32:06] painting or the rungoli making or the auto reviews but they would they would want to also

[00:32:15] have an entrepreneurial link to it because they want to sort of do something for the community

[00:32:22] that they are you know have better yeah like one of these creators that I was talking to she said you

[00:32:28] know what gives me the most pleasure is that I was able to build my team from two to ten so I've

[00:32:35] been able to generate employment for you know eight more people so that is how a lot of creators

[00:32:42] think and uh how in you know the report one of the reports right which mentioned that

[00:32:50] YouTube was able to create jobs close to you know 7 000 crore so it's a number 7 000 crore

[00:32:57] so I think it's it's it's beautiful the way uh right of course of course um one of the reasons

[00:33:04] creators are not maybe forced is a bit of an overstatement but one of the reasons why creators

[00:33:10] started diversifying their income was because they realized like you know necessity is the

[00:33:15] mother of invention that that the ads were not able to sustain them right so currently as it stands

[00:33:24] if let's say I don't want to launch an allied business let's say I don't want to launch a

[00:33:29] beast burger or a biryani brand and I am not able to sustain with ads alone what are the newer

[00:33:37] sources of income for creators in the 2024 creator economy I think the biggest revelation

[00:33:43] that is coming out is digital products and how they are doing and I was quite surprised because

[00:33:48] I was talking to one of my ex-colleagues in baseland Italy and he did mention that you know

[00:33:53] when you are a creator and when you have a strong community you are treated as an expert right so be

[00:33:59] it say sketching we have some great creators in India right people pay for webinars to attend

[00:34:05] classes for such creators people pay for courses to understand how they were and these could

[00:34:09] be budding creators but could also be budding art students they could be people who just want to

[00:34:17] you know who do art as a hobby but would want to sit down and learn it so digital products are

[00:34:22] going to be extremely important where you know your expertise is what people start paying for

[00:34:27] be it through a webinar be it through courses be it through one-on-one sessions

[00:34:33] be it through mentoring sessions the entire wave of these solopreneurs on LinkedIn right like once

[00:34:40] you are on LinkedIn you see so many people who are out there giving back to the community pro bono

[00:34:46] but also they're telling courses on content and courses on the expertise that they've built over

[00:34:52] the years so each creator has I think and though there's just lack of awareness I would say

[00:35:00] like every creator should be able to you know over time be able to build an I mean not able to

[00:35:07] they have built an expertise over a period of time in terms of the content they are making

[00:35:13] and be it and for an exam for instance like I'm sure much I'm as a music producer I was

[00:35:19] just asking him right if you were to tell someone if you were to teach someone what you do so

[00:35:25] what he shared with me was very simple and that would just be like that's what people do on

[00:35:31] Skillshare right they create these courses and you don't have to be a professional to create

[00:35:36] courses only I think everything is every every experience is something that you can

[00:35:43] there is someone there there's an audience for every right so your answer is primarily

[00:35:49] digital product and digital services right that's that's the that's that's a holy grail terms of

[00:35:56] being able to diversify income when it comes to the content creation bit itself I think

[00:36:02] technologies of course simplifying you know you have today you can produce a podcast record a

[00:36:07] podcast do everything with just one tool you could just have these script and you could put

[00:36:10] together you know some of the biggest global podcast use these script we use these script

[00:36:15] right and the enhancements that have come in recently make it even easier for creators to be able

[00:36:20] to create but with the movement also comes the possibility and the potential for you to create

[00:36:28] avtas of yourself and putting out content on your behalf that looks like you the after speaks

[00:36:35] like you to the point of it being indistinguishable right what is the role of authenticity

[00:36:42] in the 2024 critical now what's the role of authenticity how do you even gauge authenticity

[00:36:47] in a world where everything could be like you check out these scripts a clone voice

[00:36:53] it would sound exactly so I can make you say anything on the planet I can make myself say

[00:36:59] anything in the planet as long as I have a team with me or even if I am just working out of

[00:37:03] basement right so how do you safeguard authenticity and whose responsibility is it

[00:37:08] is the platform's responsibility how do you allocate responsibility yeah I think great

[00:37:12] question Shaukat because this is what I was touching up upon earlier as well where creators

[00:37:18] have already started using right like mr bees created his avatar but we also saw I wouldn't

[00:37:23] say backlash but the con side of it where we saw that someone just created a deep fake

[00:37:28] and started selling fake iPhones on tiktok shop right and where the mr bees had to come out

[00:37:35] with a video and a statement saying that's not me I'm not selling those two dollar iPhones so people

[00:37:41] could do anything right if once they could start selling for God's sake like Chinese on your behalf

[00:37:45] right and right and everybody started sort of pointing a finger at you know tiktok shop

[00:37:52] and how it was not authentic but I don't think it's solely the platform's responsibility as well

[00:37:59] right because as you rightly mentioned I don't I'm not sure if there is currently even the right kind of

[00:38:07] technology yeah that can exist to differentiate whether it's you or your avatar talking like

[00:38:12] when I when I used HGN I had my own video and then I had the avatar video and LinkedIn

[00:38:21] could catch that because when I put up the avatar video LinkedIn could catch that right

[00:38:25] because it's so seamlessly done it's definitely something that needs to be you know

[00:38:34] a tech that the platform will have to one figure out how do they catch what's

[00:38:42] what's authentic or what's not as long as it's like if creators and I think for creators it's

[00:38:48] important that they but there are always going to be two sides right a lot of creators would

[00:38:53] want to stay authentic like when I think a Mr Beast is creating his videos he also calls it out oh I

[00:39:00] started you know creating this yeah with Meta as a chatbot and this is my chatbot right he could

[00:39:08] have just started creating the same thing and put it up on his people wouldn't have noticed but

[00:39:12] there's also this entire you know list of creators who might want to you know get bigger

[00:39:22] faster and might use this tech to just roll out you know dole out all these different videos

[00:39:31] and over time you would you know reach the number of subscribers but I think it's I

[00:39:35] it's not the responsibility of the platforms but I think it is something that the platforms

[00:39:42] need to do because at the end of the day the advertising money it's coming on that platform

[00:39:47] um if I if I'm shown something that is inauthentic like you know where I was working with YouTube

[00:39:56] people used to come to YouTube if they didn't yeah they've got offended by an ad they didn't go to the

[00:40:01] creator right so as as the owner of those the platforms as the owner of the content that

[00:40:10] people are creating on your platform I think you need to devise the tech the right

[00:40:15] take to probably understand and I think these platforms are much really big with really

[00:40:21] smart people sitting there who can definitely do it Google is already I think building a

[00:40:27] big responsible AI team to sort of mitigate this risk there because YouTube anyone can come and

[00:40:34] do anything right create any any sort of content and already there is a huge trust

[00:40:39] in safety team that sits and makes sure that there's no awful content going out there so I think it's

[00:40:45] it will become important but I also I also feel that you know when you start creating with these

[00:40:51] avatars even though they are very close to who you are there still is that missing element and

[00:40:56] I am speaking from this experience of you know where you see uh oh yeah you know there's this

[00:41:01] book by Malcolm Gladwell called Blig when people right when people see something fake

[00:41:08] even though it might look very real your gut actually sort of tells you and you lose interest

[00:41:16] right so it might also backfire on the content creation where you feel that you know this because

[00:41:22] I I know I used to follow certain content creators and the minute they used to they got

[00:41:27] a different team to start writing their script I could understand that because that this guy is

[00:41:34] not writing his own scripts anymore right now he's become bigger so he would want people to write

[00:41:39] that and I stopped watching that content so I think um the the audiences has because they're not

[00:41:46] sit they have that intent to watch content and they're not just sitting there because they

[00:41:51] have to watch it so the minute you you start feeling that this content doesn't seem real

[00:41:56] because you're just making this content for the heck of it right it's not coming from within

[00:42:01] that's why you're using avatar that's why you're bringing out 20 content pieces a week and that

[00:42:06] will actually you'll you lose the community that you've built and the trust you've built

[00:42:10] so that's what I think is important but yes but the platforms need to sort of also work towards

[00:42:16] having some sort of check around making sure it's responsible all the large digital conglomerates

[00:42:22] are investing heavily into AI not only making it into the creation process but also in terms

[00:42:27] of analyzing a lot of data that's coming through to them and also analyzing a lot of the content

[00:42:33] that so many creators are uploading right what do you see as AI's role in content creation

[00:42:39] and distribution from the creator side in 2024 I think over time I think this role is going

[00:42:45] to definitely evolve because I think AI became a buzzword this year and now you have AI

[00:42:50] influences as well so you know you have people writing exclusively about AI running paid

[00:42:56] newsletters on AI I personally have signed up to so many prompts daily is my favorite right so I'm

[00:43:02] just saying what's the role of AI going to be in the coming year purely in terms of creation and

[00:43:07] distribution I think AI is going to become a very integral part of every content creator

[00:43:12] not for creating content the increasing quantity of content but improving the quality of content

[00:43:18] the tools that even Snapchat or YouTube has or meta has exclusively created for content creators

[00:43:27] to help them have better ease at creating content creation right be it the dream screen that YouTube

[00:43:34] will be launching right or their app create where it is sort of helping creators get a better

[00:43:43] setting right the visual setting that they have behind them through the dream screen

[00:43:49] you have AI suggestions of what videos you know when you have a creator blog I know so many creators

[00:43:56] who are like oh we will not use it because I already know what content I like and what will I create

[00:44:00] but yes the times when you will have a creator block you will use it but a lot of creators

[00:44:06] are happy that there is going to be AI for caption generation for dubbing for proof reading for

[00:44:17] thumbnail creation right because this is a lot of time taking effort right and it just eases

[00:44:26] anything that eases your process and a lot of people think that you know oh it will take away

[00:44:31] the time of the job of say script writers or it will take away your content just no I think

[00:44:42] a very dear friend of mine I think Abhinav Haseen I heard his one of his interviews he said AI is

[00:44:47] not going to take your job the person who knows how to use AI better will take your job right

[00:44:52] because everybody and this happens all the time right like every time a new technology comes

[00:44:59] and you feel that this is going to completely take away a part of what you're working on no

[00:45:04] you just need to upskill yourself and start working with it creators who will know how to use it

[00:45:09] more efficiently will be able to produce quality content in lesser time hence they will be able

[00:45:15] to create better audience experience they'll be able to create better videos and enhance the

[00:45:22] overall experience of watching because nobody I don't know anybody who watches cable tv or

[00:45:27] try this anymore right everybody youtube right everybody has a smart tv everybody is watching

[00:45:32] ott everybody is looking at uh uh watching content with the intent of entertainment or

[00:45:40] intent of education and uh content and any ai tool so yes it's there's an overwhelming amount

[00:45:48] of ai tools but I think it will gradually sort of you know narrow down into those 10 ai tools

[00:45:55] that will help you in your content creation journey but something that will really empower

[00:46:00] creators is going to be dubbing is going to be uh your captioning because I have personally seen

[00:46:07] when I was working on um you know captioning when we used to get captions for creators I know what

[00:46:15] kind of manual effort goes into it and there were a lot of smart brains who had to sit there

[00:46:21] proofread it at least I will make them that better and you can spend more time on understanding

[00:46:27] strategy understanding analytics right analytics are so important but because you spend so much

[00:46:32] time doing operational things a creator doesn't get time to actually sit down and look at their

[00:46:39] analytics what's working and audience experience audience consumption patterns changes every day

[00:46:45] your audience is changing every day right every day there's a new gen Z doing something else

[00:46:50] so ai is going to enhance the way you work is going to improve your quality of I would say

[00:46:58] operations and yeah it's better to keep up with understanding you know how you can integrate

[00:47:05] it into your daily content creations journey and um and I think it's it's a great boon as long as

[00:47:13] you know you know how to use it well and you use it um very honestly to right right a lot of insights

[00:47:21] there vipasha guys by the way the abinah has seen in question is happens to be a very dear friend

[00:47:26] of both vipasha and mine is appeared on the podcast in case you haven't checked out his episode

[00:47:32] his episode is titled growth hacking 2.0 uh growth hacks for a privacy conscious digital era

[00:47:39] he is currently the head of product marketing at profit wheel again a very dear friend a lovely

[00:47:44] guy who was in densu and we became friends do check out his episode really really really

[00:47:49] insightful conversation but to dial it back to the topic that we were discussing uh which is

[00:47:56] whenever wave of new technology or innovation comes it brings with it a bunch of people who

[00:48:02] are slightly kg about what it would mean for the sector right good bad ugly right and the

[00:48:08] one thing about ai that was spoken and we briefly touched upon this is it's going to uh take away a

[00:48:16] lot of jobs and i think today um this podcast is run had it not been for ai and uh an automation

[00:48:23] this podcast would not have been there uh this podcast is run by yost truly and one video editing

[00:48:29] intern who primarily does very specific work so the fact that uh uh you know a podcast that

[00:48:34] k test to a couple of thousand people every single episode is able to run purely on the back of these

[00:48:40] creator tools and an ai and jad gpt and uh you know you spoke about captioning again uh we use

[00:48:46] something called cast magic um which is this amazing it came with a lifetime deal we just got it off

[00:48:52] apps or more and it just amazing create social content for you it helps pick up clips for you

[00:48:58] a very dear friend of mine uh vedant from the linkedin creator accelerator program

[00:49:03] runs this tool called video dot ai which again uses ai to um uh repurpose your long form content

[00:49:11] to short form content there are multiple tools like those we dot i o and of course vedant's tool

[00:49:16] again he was very generous of you know sharing uh access with us um the skepticism with ai that

[00:49:27] comes through was uh that just as the divide between man and machine are blurring there are

[00:49:35] you know they there's these stories uh that you hear about people uh being um being in love with

[00:49:42] their ai assistants uh and their avatar girlfriends uh and there there have been these cases of um

[00:49:52] you know digital avatar creators uh sort of gaining followers on social media as well

[00:49:58] there is this premonition of sorts in people that uh human beings would find the charm of

[00:50:09] of an ai avatar uh to be far that could be nfsw content that could be you know just regular

[00:50:16] content far more uh more crafted to your taste sort of uh experience far more than the authenticity

[00:50:25] that we seemingly enjoy today with creators where there are the jagged ages we enjoy the

[00:50:29] jagged ages right um do you foresee that at any point of time it doesn't have to be this year

[00:50:35] next year 10 years down the line do you see over time the difference because because the lines

[00:50:40] would blur right the lines would keep blurring more and more where with speech patterns and

[00:50:45] how live movements happen for some of these avatars if it becomes really that uh sort of sky-fi ish

[00:50:55] sort of it if it if it works like a human and talks like a human where where do you draw the line

[00:51:00] do you foresee that yeah i think it sounds like a black mirror episode sitting here right yeah yeah

[00:51:06] yeah and i think we've had a couple of those like the movie heard right um so i i was trying to

[00:51:12] also see you know what what these ai influencers have been doing because i was uh once meta released

[00:51:19] these ai chatbots right which completely look like yeah mr beast and snuff noob dog and today's

[00:51:26] just have different names they're like billy and things like that um what i also saw trend was

[00:51:32] april like you know india india also launched a couple of ai influences right they picked up

[00:51:38] immediately in april march april right and everybody like they were like four or five that were

[00:51:46] going around the runs and there's been a steady decline so it did go up and then it started

[00:51:52] getting a steady decline because after a while it it became sort of monotonous i think maybe people

[00:51:57] have not been able to get it right every experience has become very personal now right so when it comes to

[00:52:05] um getting that personal experience yes i love my Alexa because she understands everything right

[00:52:14] knows what to do everybody wants that but when it comes to uh you know that personal

[00:52:22] feel after a while uh the decline in the popularity or in the subscribers or the

[00:52:29] engagement on these uh ai influencers um sort of showed that after a while people started

[00:52:37] disengaging with the same content one because they know it's not real right if right there is

[00:52:44] an i have forgotten my name there's a content creator who launched her own ai avatar right it

[00:52:49] right which was like uh and people were it was like your digital girlfriend and people were

[00:52:57] paying uh to chat with that girlfriend right and it and she sort of made some i don't know

[00:53:04] 50 60 000 that month that also sort of started declining because yeah it i think anything new

[00:53:13] seems extremely uh you know your curiosity knows no ones and you try to explore it and

[00:53:19] you experience it but i don't know whether it's human nature where when if you know it's not

[00:53:26] real um it's sort of then dials back into uh wanting human touch and wanting human interaction

[00:53:36] but i feel that this could be a near possibility it's very easy to understand your uh you know

[00:53:45] every per every person's behavior patterns what they like what they don't like right

[00:53:50] because if if someone can just understand how you function and have the exact replica of that with you

[00:54:00] i think yes in a way that's what's happening and um a very important like i've seen the divide

[00:54:08] between me and my gen z cousins where they don't care they sit i used to crave going outside

[00:54:14] and playing with my friends or meeting them they sit they are playing uh you know FIFA together

[00:54:22] in different parts of the city or different parts of the world they don't crave that human interaction

[00:54:28] they are just talking to each other via that game and in fact even kiano rives mentioned that one

[00:54:34] of his friends 13 year old said oh what's so special about matrix when revolution was uh uh

[00:54:42] the latest resurrection was uh uh launched right he said i mentioned that you know you don't

[00:54:48] know whether in reality or whether in a virtual world and she said how does it matter so that is

[00:54:55] the difference i think in the generation also like what how millennials wanted a lot of human

[00:55:02] touch maybe gen z is okay being in a virtual world and the kind of interaction they would want

[00:55:09] to do with digital avatars knowing their digital avatars and being okay with it might change so

[00:55:14] i think it's completely what audience uh audience you're talking to and how they behave gen z is

[00:55:23] very different and i can see that uh in the you know way they consume content in the way they

[00:55:30] um like their day-to-day uh interactions or social uh you know uh social interactions being so

[00:55:41] possible if if you can actually replicate something completely tailored to what this

[00:55:48] particular audience persona wants i think it could be it could become a reality and it

[00:55:54] would be interesting to see um what happens because i personally feel uh yeah yeah there is already a

[00:56:02] lonely uh you know economy there where um and they don't but yeah i don't think any gen z person

[00:56:10] thinks they're lonely they just don't want to interact right like yeah so so that's that's

[00:56:17] they they feel very comfortable interacting virtually so i think it would just move into

[00:56:22] a different sort of an audience i think uh again it would be interesting to see what unfolds there

[00:56:28] this is just my two cents on this i agree with you on the fact that i don't think in today's day and age

[00:56:35] with twitch streams like a guy's online for 16 hours a day i personally don't think uh at least

[00:56:42] in the next 10 years will be in a position where and you would be ready watching an ai avatar

[00:56:48] who's perfectly crafted for 16 hours a day because it's the jagged edges it's the

[00:56:53] unpredictability of what is what am i what is going to say and like this opn that opn you know

[00:57:00] that is that is what but when it comes to a very specific sort of content creation uh like one of

[00:57:07] those um like nfsw content creation let's say for that matter uh there are these two tools

[00:57:14] again highly disturbing one is this tool called new defy dot online and then there's this other tool

[00:57:21] called uh nsfw character ai it's just birth this new form of content where um you could

[00:57:33] potentially have morphed images or create your perfect version of a woman or a man

[00:57:39] and that has also given birth to new genre of porn altogether and i've realized this

[00:57:47] any new technology first comes to porn in content creation in media anything first comes to

[00:57:52] porn and then it comes to somewhere there and arvr first made it way into porn so that gives

[00:57:57] me this premonition that if not for long form in short form content there is going to be a

[00:58:02] bit of a fetishization of of content creators that might make its way into avtas and people how

[00:58:10] people deal with after but i think it's still a bit in the grave coming back to where we have been

[00:58:17] sort of circling around this topic which is creator tools right we've been speaking about ai ai's

[00:58:21] role there's this lovely story i can't for the love of god find it i was just trying to browse

[00:58:27] through the net while you're speaking and suddenly there's this lovely story that came out in the new

[00:58:33] yorker saying you know there's about how there are more creator tools than there are creator issues

[00:58:40] and and and that has also the failing of some of these created tools because just like with any

[00:58:47] any peak and any trough of any industry vcs pumped a shit ton of money into creator economy startups

[00:58:53] not knowing of what they are for a lot of me too sort of creators as tools i can tell you if you

[00:59:00] just go to there's an ai for that dot com you yeah you go you go to one and you would see 10

[00:59:07] similar tools for just one thing right so there's of course consolidation coming but if you keep

[00:59:13] that bit aside if you keep the consolidation aside what's your take on this explosion of

[00:59:19] creator tools whenever something becomes a buzzword there's always an explosion right

[00:59:24] you'll have multiple things just into that in that direction right and i personally have been

[00:59:32] like i personally talked to so many people who've been looking to get advice consultation

[00:59:39] who want to launch a tool for the creator economy and they don't even understand the

[00:59:44] difference between a cpm and an rpm right and that that really bothers me because uh and a lot of

[00:59:53] them are like back oh i know this cc so it'll be easy for me to do this and that's the reason that a

[00:59:59] lot of created tech companies as such that call them um that have failed globally because

[01:00:09] they've not been able to they've launched something yeah which they thought

[01:00:15] would get them revenue without understanding if that's solving the creator issues right what

[01:00:21] what does the creator really want um that nobody really uh sits down and thinks about

[01:00:29] when when i talk to creators and i and i want to understand okay what would make your life easier

[01:00:34] i think uh we're talking about densu densu one of my amenities to say that you know when you're

[01:00:39] talking to a client always ask them okay the person that you're interacting with unless it's a

[01:00:44] what would give you a promotion you know and that's always going to be the thing what what would

[01:00:50] make a creator creator's life easier what would make help him build a community is it going to be

[01:00:57] you know just the same old thing oh we are going to help you get more brand

[01:01:01] and the

[01:01:03] care again get brands anytime i mean what what are you solving for nobody knows that right and

[01:01:09] that's the reason that a lot of creator tools if you go i use yeah that's yeah for that just for

[01:01:16] this sheer volume of things i want to see right that oh now what has launched half of the tools

[01:01:23] don't work uh half of the tools are not smart enough to understand what you're trying to say

[01:01:29] right so if i you know and and that's the reason that there's a lot of junk uh in the market

[01:01:37] VC money is dried up for this for the basic reason that the product market fit is not there

[01:01:43] right they everybody wants to jump into the Indian created economy because there's going to be

[01:01:48] hundred million Indian creators there's so much uh money money money but what what what

[01:01:54] what new are you bringing to the table for the creators are you helping them

[01:02:00] understand the analytics better are you helping them um you know integrate all of their

[01:02:08] financial earnings into one are you helping them so there are some beatings right i think

[01:02:13] they do something which is completely like they help in taxes they help in the financial

[01:02:18] management right in fact there are uh uh certain creators companies who only do taxes for creators

[01:02:29] and yeah because that's all those creators are wanting and they are doing

[01:02:33] like great revenue so you need to and there is there is a lack of understanding i feel in the

[01:02:41] startups that are creating these creator tools um you need to solve for the problem not just

[01:02:47] you know start reinventing the wheel for a problem that needs no solution right so uh

[01:02:54] VC money is i just feel there's no conscience in burning VC money for a lot of people

[01:03:04] and that right and that's the reason that this there are too many of but the consolidation

[01:03:09] will happen but i think uh at times i also feel a little disheartened by uh this this

[01:03:19] rat race that created economy has become because the people that i talk to a lot of them who

[01:03:25] who've not taken the time to even understand how creator you know how creators work how the

[01:03:31] platforms work um so something that in fact platforms are also doing and i i think i i was

[01:03:38] i met the regional director of youtube and he mentioned that what they are also doing is

[01:03:45] youtube is doing a check on the m you know the mcn accounts that it's creating because

[01:03:52] to make sure that a lot of creators are not being taken for a right uh they are doing

[01:03:58] the complete background check they are doing a lot of business level checks for you know newer

[01:04:04] creator companies that are coming and who want to create an mcn account and have creators with them

[01:04:09] to make sure that uh people who are genuinely working for the creators in the created economy are able

[01:04:17] to really use the platform uh and support the creators so creator and but i think ai toes

[01:04:24] abhi for the next one year there will be a lot of people i feel they're just going to like you know

[01:04:29] keep coming through some will be completely uh you know dedicated to only creating thumbnails like i

[01:04:37] know youtube has a thumbnail generator but there are so many i do is now for thumbnails only and

[01:04:44] they will keep doing that then they'll have to uh and then there'll be something only for

[01:04:50] dubbing and then youtube will have dubbing then those will become irrelevant

[01:04:55] so and so i always feel that you know yes creative economy is booming and there is a lot to be done

[01:05:02] but understand what problem you want to solve and not the current problem you need to solve

[01:05:09] for a problem that is going to be relevant for the next five years because right because the

[01:05:14] way it's evolving it needs to really pick up youtube took a long time uh because they were

[01:05:22] working on the translation and you know a lot of back end uh forth around making sure that the

[01:05:28] translation is perfect before launching the dubbing uh features right they launch it into 2024 i think

[01:05:35] and that is the level of i think research and understanding of your audience that you need

[01:05:40] to do what are the five most common and burning challenges uh for creators that if i were

[01:05:49] to be an aspiring creator tech platform founder what are the five most burning challenges you hear

[01:05:56] from creators that i could solve analytics the biggest is analytics um the way the platforms

[01:06:03] are evolving every single day with new algorithms where youtube wants to do more shots where

[01:06:09] instagram wants to do long form where uh there is you know product tagging everywhere

[01:06:15] where snapchat is also coming out with uh you know collaborations and doing production i think analytics

[01:06:22] to help a creator understand their analytics what's working what's not working because trends

[01:06:28] are changing right if you keep following trends it's it's very dynamic for you to understand

[01:06:34] why your video did well why it did not do well what does your audience want it is it is very

[01:06:41] important and for a lot of aspiring creators it could be like one video could be a fluke and

[01:06:46] they would never be able to understand why it did well right was it just like uh everybody was happy

[01:06:52] so they were just watching videos right so analytics is going to be one for sure two is uh the

[01:07:00] operational support right because right now even though there are a lot of ai tools the awareness

[01:07:07] of these ai tools to know like you mentioned right there is such overwhelming amount of ai tools and

[01:07:13] there are people and i'm sure even you must be getting these um linked in messages where every

[01:07:20] day there's someone from the sales team of an ai tool selling you this ai tool right right so for

[01:07:26] creators it's very overwhelming to understand which tools to use yes i know there are a lot

[01:07:31] of tools to use but it still is overwhelming and i know they end up doing the ai tool manual thing

[01:07:38] because uh they tried one tool did not work what to do next right um the third thing is like you

[01:07:47] mentioned another revenue stream for them to be able to build expertise build community and then

[01:07:55] figure out a revenue stream right sometimes difficult i mean mr beast had has failed himself

[01:08:01] at mr beast burgers right so a lot of them even though they are food creators they've not been able

[01:08:07] to really leverage it uh in you know in uh translating it into say food i mean uh food utensils or

[01:08:19] just core academy i think there's only a few have who've really been able to sell successful courses

[01:08:25] right so who how would they be able they want to do it they know this something like this exists

[01:08:30] but how do you go about doing it who helps you uh i know i can create courses who will help me do that

[01:08:37] right because i don't understand uh the tail of it i am a creator who doesn't who only does

[01:08:43] rangoli how will i know how to teach right the other thing is um i think that also uh

[01:08:51] struggle a lot which i think we've already sort of talked about the transparency in brand payments

[01:08:58] uh right their brand value a creator wants to understand what their brand value is so a medium

[01:09:05] for them to understand to get you know a fair pay in the creator ecosystem is extremely important

[01:09:13] creators have like i've known creators who literally said that you know we they had to

[01:09:18] and pay getting paid on time i think that is huge true you don't have to people have to

[01:09:24] follow up a brand for six months to get paid right um when will that when does that stop does

[01:09:30] does i have do i have to be like a kusha ka pilla to be paid on time no you don't right and the

[01:09:37] fair pay is something that the creators would definitely uh want support in getting paid on

[01:09:42] time because a lot of these creators travel creators they work from video to video

[01:09:47] they'll put up a video they'll earn and then they have to plan and they need money for that

[01:09:52] video right so that is where uh so uh right this is where it comes in i think

[01:09:59] creative financing yeah which obviously something that youtube started way back in uh 2018 then it's

[01:10:06] stopped uh kara is doing it there are creative creative juice is doing it in the us i think

[01:10:13] something like that uh really helps the creators uh get some sort and financing purely in terms of

[01:10:21] you know um take you know personal loan and get give it back not because i also know that there are

[01:10:31] places where you have to you know give away a part of your youtube revenue and give away a part of

[01:10:37] your it is it's and you know 20 percent of it and it it's basically for creators who are bigger

[01:10:46] they don't need that financing creators who are a mid-level and they don't have that

[01:10:51] kind of yeah risk taking abilities but yeah risk i think risk taking ability will

[01:10:59] yeah they will be like okay you take my youtube revenue for three years four years doesn't

[01:11:04] matter doesn't work that way so some genuine form of creative financing i think is something that

[01:11:09] would help uh growing creators would help creators who want to diversify who want to even start off

[01:11:15] their own set of entrepreneurial journeys so i think these few things would really um

[01:11:21] you know which which are the missing missing puzzles right now and they would do a great

[01:11:26] deal of code to these uh creators lovely lovely and on that insightful note guys it's a wrap thank

[01:11:32] you so much for being on the show vipasha i think we have been back and forth in trying to get this

[01:11:38] recorded and out but i really really enjoyed uh this chat with you thanks for having me you've

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