What if I told you that a 21-year-old content creator is worth 4 Million Dollars just by being a complete idiot on the internet? You find it amusing? Creative? or are you jealous?
But the question is what is making big brands like M&M, Audi, Beats etc leave ‘Traditional’ Brand Ambassadors behind and use Gen Z Vine / Youtube stars for promoting their product?
Indo- American Youtuber made her way from 6 Second video making app to Youtube and then to Met Gala 2018 and recently she made it to the TV screen with Nickelodeon’s ‘Double Dare’ as host.
But, What triggered her as ‘Gem’ in everyone’s eyes? Let’s break down her social media.
Her Instagram following is at 16.6 Million with an engagement rate of close to 10% she is making almost $35,000 (i.e. Rs 23,99,425 ) per post.
Her Youtube following has been at 21Million with just 200+ Videos and she is making close to 3.4 Million $ (i.e. 16,45,56,000) per year over 2 Channels
Her Twitter following is at 2 Million, which a proper drop compared to her Instagram and YouTube Channel but again, since Twitter cannot be monetized I believe, people don’t like spending time on it. Similar inactivity can be noticed as her Facebook age, it is just aggregator of all of her other platforms.
She also has a merchandise line running from her name which makes her source of ‘Extra money’ pretty obvious. I was not able to get stats for how much she has earned off from merchandise, but looking at her fan following I pretty SURE it is somewhere between 300K-550K $
Now that we are done breakdown Social Media Starlet’s accounts, let’s see why people are opting for small influencers for big names or Small influencers are actually big names?
Let’s clear one thing, Gen Z is everywhere other than a traditional platform and a study by Wall Street Journal suggests the same, which makes it clear why people go ‘Gaga’ over these influencers.
Fact that people see these influencers everyday on the phone makes them more relatable to them as compared to any big celebrity.
A stats by Wall Street Journal proves the same, When it comes to content screening, people prefer YouTube over other platforms.
The first one to notice and appreciate her efforts were the Beats Headphones Team when they saw her Ad got 6 times more clicks than that of other celebrities and when we are talking about celebrities we are talking about Amber Rose, DJ Khalid, Nicki Minaj, Pharrell Williams etc.
By 2017 she was having her very own Ad called #BEATSFORBOSSES and there was no turning back, People are using her to bring the 90s back- Be it MTV using her as Host for TRL or Nickelodeon for Double Dare.
Choice of Screen again is the biggest factor, Fact that people spend most of their time on mobile screens made Instagram launch vertical TV called ‘IGTV’ and I’m pretty sure it is going to be a super successful product and a decent competition to YouTube.
It is not easy to survive Online-World there are a lot of people who are working super hard to make it big in Social-Media world and you are just another add-on.
Being a YouTuber, Vlogger or influencer for that matter is not a 9 to 5 job and you have to choose every word you say, everything you post etc. very wisely.
Digital Creator is going to be the next big thing and here are few hacks you can look up to for becoming next the big thing on Social Media:-
1.Choose your Niche and platform wisely.
2.Create something original and authentic.
3.Be ready to face failure before making it big in the industry.
4.Before being an influencer, try being relatable.
5.Be prepared for a bumpy ride!
And in India faces like Ashish Chandwani, Mallika Dua and Bhuvan Bam are already making it big by being associated with multiple brands and creating a fantastic image online.
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