The advent of digital marketing and content creation saw its popularity rise through the imagined roof during COVID lockdown. With almost everyone locked inside their homes and social media catering to their needs of entertainment, influencers and influencer markets have expanded at exponential rates. As per market leaders in the country, Founder and CEO, The Crazy Entrepreneur Mudassir Mandviwala the company went from making two to three thousand content pieces to over twenty thousand in a day. This large-scale production of digital content has opened up new avenues for business in the country. Digital content creators have now become the new go-to favorites of marketing and public relations verticals. Their ability to reach far more people than any hoarding board has only brought good news for the industry.
As the lockdown opens and people gear up to return to pre-COVID life scenarios, there is a burning question as to what affects will it lead to for digital economy, particularly influencer economy. According to Mudassir Mandviwala, the industry is looking at a positive growth outlook in the coming years. He believes that social media has broken conventional barriers to reach a stage where anybody with a phone and stable internet connection will be privy to online content, or might even take it up themselves.
In addition to macroeconomic trends, Mr. Mandviwala also listed a few trends Indian content creators and audiences can look forward to. He notes that there is an emergence of U2C content creators which favors a more unscripted and dynamic content such as outdoor reels and IG videos. Apart from this, the Indian markets are also experimenting with in house Studio collaborations which bring together digital content creators with leading industry artists, creators or even business sector. Mudassir Mandviwala along with the trio of by Adnan Shaikh (07), Amaan Furniturewala, and Amreen Syed are all set to enter studio trend with the launch of Kontent Studio in Mumbai. According to Mr. Mandviwala, this will help in solidifying professional relationships alongside upgrading content quality altogether. Moreover he opined about the generation of content houses in India which provides a platform for content creators to come under one roof and collaborate together. India, for now has fewer places for inter-community collaborations but the trend is catching up.
While India’s steady growth of digital economy is commendable, Mudassir Mandviwala pointed out to the drawback which the native industry needs to work on. When compared to global industry, Indian content creators fall behind on originality and ability to initiate trends. If the industry progresses on this aspect it is bound to become a booming success for country’s digital space and can push towards global industry leaders dominating this era of creativity. He also Added “Kontent Studio will be encouraging the collab-content culture, it will also be one of the first studios in the country which will be 100% or fully customizable according to platform/ brand requirements.
