Muhammad Zohaib

In the last decade or so, social media has become a key platform for influencers to showcase themselves, build their brand, and engage with their audience. Two of the most popular social media platforms for influencers are; TikTok and Instagram. While Instagram has been an influencer favourite for several years, the recent explosion of TikTok has transformed it to one of the leading social media platforms globally which now competes with Instagram.

While both platforms offer unique benefits for influencers, choosing between them can be a difficult decision. Let’s compare both platforms and help you decide which one is best for you.

Audience and Demographics

One of the most prominent differences between TikTok and Instagram is their user bases. Instagram has a more diverse user base, with over two billion active monthly users, and appeals to a much broader audience. On the other hand, TikTok is a newer platform with 800 million active monthly users and rising. TikTok’s audience is mostly younger and comprises mainly Gen Z users. Hence if your target audience is younger, then TikTok might be the better choice for you. However, if you are looking to target a more diverse audience, then Instagram might be a better option.

In the case of Pakistan however, TikTok has emerged as the second most popular platform after Facebook with an approximate 30M user base and rising compared to Instagram which is somewhere closer to 16M users approximately, as of May 2023. While initially, TikTok emerged as a platform more favored in rural, semi-urban areas, with a tilt towards mass reach and popularity in the lower SECs, however with time it has gained momentum across social segments and is now as popular in the affluent urban sector. Instagram, on the other hand, has always been more celebrated in the upper SECs while gaining major traction with celebrities, lifestyle influencers and travel coaches, fashion, and self-care category creators.

Content Creation

 Another major difference between TikTok and Instagram is the type of content that is posted on the platform and what kind of content performs well on each. TikTok is solely a video-based platform that allows users to create vertical short-form videos with background music/audio and an array of filters. On the other hand, Instagram allows users to post images, carousels, stories, short-form videos (Reels), long-form videos (IGTV), streaming (Live), and listicles (Guides). Instagram’s algorithm also favors visually appealing ‘aesthetically pleasing’ content, making it a great platform for photographers, designers, and artists.

Engagement and Reach

 Both TikTok and Instagram use unique algorithms that decide what content to show their users. Both platforms focus on analyzing user behavior and in turn generating specific content according to the preferences of the user. TikTok’s algorithm makes use of machine learning to generate a curated feed of videos based on user preferences and past interactions i.e., videos that users engage with more regularlyand on repeat; those that receive more likes, comments, and shares have a higher chance of appearing on the ‘For You’ page. Instagram’s algorithm also focuses on personalized content based on relevance and user interactions; however, it targets both static and video content while Tiktok prioritizes short-form videos and promotes content from a wider range of creators, hence making it easier to go ‘viral’ on TikTok

Monetization

For influencers, monetization and how much revenue they are able to generate are critical factors to consider when choosing a platform. On Instagram, influencers can earn through sponsored posts, affiliate marketing, and selling their products. On the other hand, TikTok has its ‘Creator Fund’, where users can earn money based on the views and engagement their videos get. While both platforms offer monetization opportunities, Instagram has more lucrative options for influencers and has more established influencer marketing practices.

Hence, in conclusion, choosing between TikTok and Instagram can be a rather difficult decision for influencers. Both platforms offer unique features and benefits that can help influencers develop their careers and establish themselves in the content creator space. However, the decision ultimately depends on what your target audience is, what type of content you post, your engagement goals, and monetization objectives. We recommend experimenting with both platforms to find the one that works best for you!

Check out Walee’s Creator Academy to learn more tips and tricks on which platform works best for you. Keep creating!

What gets you excited when you think about your dream campaign? Is it the content, technology, futuristic approach, influencer or the brand you imagine yourself working with?

Let’s admit it, even content creators are all consumers and every consumer has their favorite brands in almost every category. On top of it, there are brands that make us excited just thinking about them. Chances are that if you love buying it, you most likely would love to talk about it. So, how about getting a chance to work with, and promote the brand that makes you feel good, while telling the world why you feel the way you do.

Just imagining scoring your dream influencer marketing campaign feels so exciting, then think about how fulfilling it would be when you turn your imagination into reality. Want to learn how to make it possible? Keep reading to find out !.

First, you will need to establish yourself in the influencer space, and create your own value as a content creator for any brand, let alone your favorite brand to take notice. Top brands usually work with content creators who have a distinct following, better than average industry engagement rates and a sizable reach amongst a particular niche audience, as these parameters help them in their social media marketing and content creation. But where and how do we get started on this journey of achieving our goal?

Target Audience and Brand Values: One can come up with amazing content ideas and execution formats, but it can only be fruitful if you have curated a loyal audience that resonates with what you are posting. The key that really helps is if the values of your content are the same as the brand you want to work with on a specific influencer marketing campaign. It doesn’t mean you need to change yourself or your content direction for the brand, however your content must attract the same audience as the brand that you want to tap and score a hit with.

Integration and Collaboration: These days brands have access to all the relevant information related to their influencer marketing campaigns. These include potential reach, audience insights, engagement rates, and relevant metrics about any influencer through 3^rd party tools such as WALEE IM, WALEE IIR, WALEE IQS etc. Smart, mature and sophisticated brands have figured out that not selecting the right influencer can cost them a lot more than the content creators’ hiring price and worth. Hence, integrating your work around common topics, themes and clusters can help you achieve desired results quickly for brands to take notice.

For example, top beauty and fashion brands targeting women would likely select those content creators for their influencer marketing campaigns, whose content revolves around empowered women seeking beauty and fashion advice. However, if you are a blogger then the keywords need to depict the same if scanned through content audit. Besides this, collaborating with other creators with similar values will help you expand your reach and noticeability.

Required Skill Set: If you want to get noticed in the commercial market then one must also possess the skill-set needed to be able to execute the desired format of content and make it stand out. This can either be in the form of capturing  pictures, recording and editing videos or discovering unexplored places to eat or travel to. It doesn’t mean you need to become an expert at everything but at least have the basic command required to complete the task from ideation to presentation, whether you do it as a group of team members collaboratively or alone as a single social influencer, quality takes precedence over quantity.

Authentic Work: Another important factor is that large leading brands like to give more freedom to influencers after communicating the key idea behind the campaign. Influencers know their audience and a script which helps retain the authenticity of their content and minimize angles in promotion that would give away a contrived, artificial picture. A good example of such a pitch of ideas is the work of  Mahvish Ahmed.

Insta Reference [https://instagram.com/mahvish.ahmad]

Power of Narrative : Another way to score your dream campaign is through the feeling that the influencer’s account is giving e.g. Arsalan Ash’s [https://www.instagram.com/arslan.ash/] page exudes a local game geek feel, while Daniyal Sheikh [https://www.instagram.com/daniyal.sheikh1/] has an investigative approach to his videos. Your tonal aesthetics and style should coincide with the brand’s intent.  It might be through sensory branding, storytelling, empowerment or cause branding. Your account can give the same vibe as the brand and hence attract or persuade the brand to collaborate with the influencer for its content marketing.

Engage with Desired Brands: To get the attention of the brand(s) one wants to work with, it’s encouraged as a creator (from your official creator account) to engage with them on social media i.e. by liking and following their page activity, while sharing and commenting on their posts. This in turn will help to build a relationship with the brand and get you on their noticeability radar.

Reaching Out: Once you have established your niche and content that aligns with your dream brand, you  can always  reach out to them for collaboration. Just make sure to personalize your message and highlight your relevant experience and skills. Explain how you can help the brand achieve its marketing objectives, and provide examples of your previous work.

Be Patient: As building relationships with brands takes time, so don’t be discouraged if you don’t get an immediate response. Keep creating high-quality content and try not to miss any chances that can help you engage with the brand, as chances are that eventually, you’ll get noticed.

To summarize, the road to scoring your dream campaign with a desired brand can seem a little daunting for any creator. But if you have put in the hours to understand, study and know the brand, then the next step is working on your own strong persona as an influencer and infusing it to create high-quality content, while engaging and reaching out to target with your best foot forward. Last bit relates to consistency and most importantly being patient. Hence, with persistence and hard work, you can increase your chances of landing your dream campaign with your favorite brand. Let us know if you found these suggestions useful and feel free to share with us in the comments, if you would like to add any more to these.

Explore further tips and tricks on Walee’s Creator Academy to fuel your creativity! Do check it out and keep creating!

Becoming an influencer is an exciting opportunity to share your passions and interests with others while building a dedicated following. In today’s digital age, influencer marketing has become an essential part of any successful marketing strategy. With the rise of social media platforms like TikTok, Instagram, and YouTube, social influencers and video creators have gained enormous followings and influence over their audience. Hence, in a crowded market, it can be challenging to stand out and gain a significant audience base. One approach to establishing yourself as a successful content creator is to create your own niche. Creating your own niche allows you to distinguish yourself from other influencers in the content creator industry. It facilitates you to create your unique selling point and deliver value to your audience. Here are a few tips we would like to share with you on this topic. 

Find Your Passion
The first step in creating your own niche is to identify your passion. What are you truly interested in, and what could you talk about for hours on your influencer platform? It could be anything from cooking, to fashion, from travel to fitness, or even an amalgamation of multiple interests. Identifying your passion lets you be able to create content that is authentic, engaging, and that can resonate with your audience. 

Research Your Audience

After recognizing your passion, it’s vital to explore your audience. Who are the people that would be interested in your content marketing? What are their needs and wants? By knowing your audience, you can create content that is relevant to them and provides value. You can also find out what type of content they like, the influencer platforms they use, and the ways in which they engage with other influencers in your niche. This helps you create content that echoes with them.

Define Your Unique Selling Point
To stand out as an influencer, you must define your unique selling point. What makes you stand out from other social influencers in your niche? This could be your personality, your approach to content, or the way you present yourself to your audience. Your unique selling point should be something that your audience can’t find anywhere else, and that should resonate with their aspirations, goals, and pain points.

Content-Type
Additionally, you can determine the type of content your audiences prefer, the platforms they frequent, and how they interact with other influencers in your niche. This information is vital for crafting social media marketing content creation that aligns with your audience’s interests. Creating high-quality content is essential once you have identified your niche and unique selling point. This could be in the form of blog posts, videos, social media posts, or any other type of content that your audience is interested in. Your content should be engaging, informative, visually appealing, and high quality.

Engage With Your Audience

Lastly, engaging with your audience is crucial to growing your following and establishing yourself as an influencer. Respond to comments, ask for feedback, and show your followers that you care about them. This will help you build a loyal following and establish your presence as a content creator in your niche.

To summarise, creating your own niche as an influencer takes time and commitment. Identifying your audience is a crucial step in content marketing and social media marketing content creation. Understanding their needs and wants can help you create content that is valuable and resonates with them. If you are following the above-mentioned steps, then with continuity of effort you will have higher chances of establishing yourself as a successful content creator in a crowded market. Additionally, it can aid in your influencer marketing efforts, allowing you to connect with social influencers and reach a broader audience through the right platform for influencers. Remember to stay consistent with your content and engage with your audience regularly to grow your following and achieve your goals.

Check out Walee’s Creator Academy to learn more tips and tricks. Keep creating!

With the ever-growing number of social media platforms, it can be overwhelming to constantly wonder whether each of them is worth your time. Choosing the right platform, one that suits your niche and is in line with the sort of content you are creating, is one of the major factors in building your following online. Each platform on social media offers a unique set of features, audiences, and content types. Hence, it is important to tailor your content according to what works on that specific medium.

The choice of platform is not just dependent on what sort of content you are creating or aspire to, but also needs to be in accordance with the genre you want to specialize in, be it fashion, lifestyle, gaming, food, etc. amongst other considerations. One needs to identify where their content will be most successful in terms of views, reach, and engagement, before creating & uploading it. But don’t you worry, we’ve got your back. Here are some factors to consider when choosing the right platform for your content.

Content-Type: Some platforms are more visual, like Instagram and TikTok, while others, like Twitter and LinkedIn, are more text-based. If you’re a visual content creator, then platforms like Instagram and TikTok will be a better fit for you. But if your forte is writing, then Twitter or LinkedIn might be your cup of tea. Similarly, in terms of upload, blogs are usually hosted on websites and long video formats are more suitable for Youtube. However, since the mediums compete with each other for consumers’ attention and time, the boundaries are less rigid. Hence, in the footsteps of TikTok, Youtube shorts, Facebook, and Instagram reels; highlight the increasing trend of short video format consumption, which can also drive better results for other content types as well.

Audience Mindset: Different platforms attract different types of users with different mindsets.. For example, Instagram is known for its highly visual content and tends to attract a younger, more fashion-conscious audience; focusing more on aesthetics and creativity with its content often being centered around fashion, beauty, and lifestyle. On the other hand, TikTok has a more lighthearted and playful audience mindset and comprises a younger and more creative user base. The platform is based on short-form videos, which focus heavily on music, lip syncs and act outs. Most of the content is often characterized by humor, relatability, and a sense of fun. Meanwhile, Facebook has a more diverse audience base and can attract users of all ages and interests. This platform is more conversational, and users often use it to engage with others and share their thoughts and opinions. Thus, consider the type of audience you want to reach and then choose a platform that attracts the same type of audience.

User Behavior: It’s also important to consider how people use and engage with each platform. For example, Instagram is often used for browsing and passive consumption, while platforms like Twitter, Facebook, and LinkedIn are more actively used for discussion and engagement. Think about the type of interaction you want to have with your audience and choose a platform that supports it.

Engagement Rates: One of the key metrics to consider, when choosing a social media platform is the engagement rate. This metric shows how actively your followers are interacting with your content. High engagement rates on a platform represent a more attractive audience base with maximum exposure to the target consumers for your content, giving a better chance of building a strong following. Hence, pre-empting and eventually choosing the space (on the basis of results), where your audience is likely to engage more, can work wonders.

Impressions: Getting higher impressions for your content is another important metric to keep in mind when choosing a platform. Impressions refer to the number of times your content has been seen. The more impressions you can get, the more visibility it will have and the greater your chances of building a following. So the social channel where your content can get greater impressions should also be a contributing factor, if not entirely determining the medium of choice.

In short, not all social platforms are suited to every creator’s style, content type, audience mindset, and behavior. It’s essential to take the time to understand each platform, and its metrics, so you can make an informed decision about which platform is best for you. By doing this, you can maximize your chances of building a successful audience base and growing your following.

Check out Walee’s Creator Academy to learn more tips and tricks. Keep creating!

WALEE under its CREATORS ACADEMY initiative has partnered with Faizan Sameer’s FOOTBALL FACTORY to identify and develop the next generation of social media stars in Pakistan. The partnership is built on a shared vision of grassroots development that aligns with both organizations’ goals i.e. to provide new opportunities for the youth, nurture talent to a world-class level in Pakistan, and create more opportunities for rising sports players and influencers.

The best thing to come out of this partnership is the LEGACY CUP, an inter-school football tournament that took place from the 24th-26th February at Ayub Park, Rawalpindi, Pakistan. Ten teams from different schools participated in the cup and BMI won by 8-4.. Along with cash prizes and grand trophies, athletes will be offered mentorship programs, workshops, and other initiatives across Pakistan. The event is the first step in empowering the youth with the necessary skills and knowledge to become successful football players; Train them through professional coaching and create opportunities for social influence. The idea is to create a sustainable and thriving sports ecosystem in Pakistan that produces world-class talent and influencers that can enter into and match the global sports industry

About Football Factory

FOOTBALL FACTORY is Pakistan’s first independent grassroots development program to cater to indigenous football talent and groom them into skilled footballers and sportsmen to play for and represent Pakistan at the highest competitive level. Faizan Sameer, CEO & founder of the Football Factory expressed his views with excitement, “The vision of Football Factory is to provide a platform at the grassroot level so we can develop the young generation to finally see our dream come true of watching Pakistan play in the World Cup in the near future. Since, no elite football can be complete without grassroot football, as it builds a strong foundation for the same, and without it, there can be no infrastructure and pathway for young men and women footballers to play for and represent Pakistan at the international level”. Faizan is a UEFA CFM graduate and experienced Football Coach with an international degree from the University of Lausanne in Football Management

About Walee Creators Academy

WALEE CREATORS ACADEMY, in collaboration with IOP (Influencers of Pakistan), is giving aspiring content creators, a learning platform to gain first-hand knowledge from the pioneers of the Pakistani Influencers Industry, featuring well-curated guidelines, and how-to video tutorials on ways to earn and increase revenue by improving their content, grow their following and increase engagement.

Commenting on the partnership, Ahsan Tahir, CEO and co-founder of WALEE also extended his support on the occasion with inspiring words, “This partnership encapsulates our vision of unifying the creator economy while helping the youth bring out their best potential at every level related to sports and digital media. We believe that developing sports influencers is essential to promoting football and creating a positive social impact in today’s digital era. By providing such opportunities, we can equip young enthusiasts with the skills and knowledge they need to excel in the industry and make a significant contribution to the influencer world in the coming years.”

Legacy Cup is just the start of this collaboration with FOOTBALL FACTORY,  WALEE aims to promote football by developing sports influencers in Pakistan. The goal is to provide a platform to the local community of football players and create influential sports figures who can inspire and drive positive change in society, leading Pakistan towards world-class football, where our teams can compete at the international level.

For more updates , please follow our  instagram page [https://www.instagram.com/waleepakistan/] or subscribe to our youtube channel [https://www.youtube.com/@waleeorg].

In the age of digital marketing, influencers play a vital role in creating brand awareness and generating leads. The main reason for that is people tend to trust the recommendations of influencers because of their relatability and popularity. But what determines the success of an influencer? Follower count or engagement rate.

One can be easily deceived by the massive number of followers an influencer has, but the real question is: are those followers even organic? Or are they just paid? It does the brand no good if the followers are not real and do not engage with the content created by the influencer.

Engagement is defined as the likes, shares, and comments on a post, and when you divide it by the number of people seeing that content, you get the engagement rate. It tells us how much the followers care about the content that the influencer posts. You can have thousands or even millions of followers; but if the engagement rate is not good, the number of followers hold no importance or benefit.

An influencer is called an influencer because they have the power to influence an action. That is why having a good engagement rate is better than having a vast number of followers – Quality over quantity.

This means having quality followers is immensely important. They can be simply defined as active accounts that engage with your content rather than fake audiences or passive user handles, who are just sitting as a number on your profile. To get a real picture of this, WALEE with the help of its AI and social listening tools has developed a proprietary scoring method called IQS (influencer Quality Score). This has increased the reliability of comparison across influencer categories and can help assess the quality following of an influencer whether he or she is a mega, micro, or nano influencer with respect to following.

Each influencer has its own niche and passion points. It is important to choose the content creator relevant to the subject of the campaign and not just based on their popularity. For instance, if your campaign is related to cricket then Wasim Akram would be the right choice, not Mathira.

While some brands still rely on the number of followers an influencer has as their main metric for success, more and more brands are turning to engagement rate as their primary metric. And rightfully so! The number of followers an influencer has doesn’t always equate to engagement. Sometimes it’s quite the opposite. 

Unless it is just a mass awareness campaign with no set KPIs, brands prefer to work with an influencer that will help them in increasing the number of conversions/engagements, or any other KPI that they have set.

Try and figure out depending on your target group and its age bracket what are the key passion points of engagement for your TG. These data points will help you select the right content creators for your next campaign.

Are you considering becoming a content creator? Whether you’re a blogger, vlogger, podcast host, or social media influencer, there are many reasons why creating content can be a rewarding and fulfilling endeavor. But before reaching the point of why become a content creator. One should know what is it actually. A content creator is a person who produces and shares various forms of digital media, such as text, images, videos, or audio, on various platforms, such as websites, social media, or video-sharing sites.

5 good reasons to become a content creator

• Building relationships and network: Content creation allows you to establish yourself as an authority or expert in your field. By consistently producing high-quality content, you’ll be able to build a reputation as a trusted source of information and inspiration in your niche, creating a network where people can relate to an established concern. This can open doors to new opportunities, such as collaborations, sponsorships, and speaking engagements.

• Financial benefit: With the rise of social media and digital platforms, it’s easier than ever to reach a large audience and monetize your content through sponsorships, advertising, and other forms of monetization. While it’s important to remember that building a successful content creation career takes time and effort, the potential for financial gain can be a great motivator for those looking to make a career out of their passion.

• To add value to society: Another benefit of content creation is the ability to inspire and impact others in a positive way. Whether you’re sharing your personal journey, providing helpful tips and advice, or simply entertaining your audience, your content has the power to make a difference in people’s lives. This can be a truly rewarding and fulfilling aspect of content creation.

• Creative Outlet: Content creation allows you to express yourself creatively and develop new skills. Whether you’re a writer, a photographer, a video editor, or a podcast host, creating content allows you to explore your creative side and improve your craft. As you produce more content, you’ll find that your skills will improve and you’ll be able to create more engaging high-quality work.

• Flexible Career: As a content creator you have the ability to have a flexible schedule, work from anywhere, and be in control of your own content and the direction of your brand. You can work on your own time and from anywhere you want, you can decide what topics to cover, what tone to take, and how to present yourself to the world. This freedom can be incredibly empowering and allows you to create content that truly represents who you are.

5 reasons NOT to become a content creator

• Only for fame: While it’s possible to gain fame and make money through content creation, it’s not an easy or guaranteed path. Creating high-quality content takes a lot of time, effort, and dedication. If you’re only in it for the fame and money, then content creation may not be the right choice for you.

• Free stuff/trips: If your primary motivation for creating content is to boast about your accomplishments or possessions, free stuff or trips, then you’re likely to come across as insincere and your audience will not be engaged. Content creation can be a great way to share your passions and interests, but it’s not a platform for showing off or bragging

• Quick money: When a person’s goal is to earn money ASAP, their vision of right and wrong gets diluted. Normally your approach is restricted to the present in this case, one will not see the harm it may cause in the future. Content creation is a consistent job and needs a coherent, morally accurate narrative to sustain a decent following over time.

• It takes time and effort: Creating high-quality content takes a lot of time and effort. From researching, filming, editing, to promoting, you’ll need to be prepared to invest a significant amount of time into your content creation. If you’re not willing to put in the work, then content creation may not be the right path for you.

• Mentally Taxing: Creating content can be emotionally taxing, as it can be a reflection of yourself. Receiving negative feedback or criticism can be hurtful and you’ll need to be emotionally resilient to handle it. Content creation can also be a solitary endeavor. You’ll be spending a lot of time alone, writing, filming, and editing. If you’re not comfortable with spending a lot of time by yourself, or by the feedback you might receive, then content creation may not be for you.

In conclusion, becoming a content creator can be a great opportunity, but it’s important to ensure that you’re doing it for the right reasons. Do let us know in the comments below, what are your reasons for creating content. Do you have what it takes to become a good content creator/influencer?

In today’s age of increasing digital connectivity, content seems to be the king. Whether it is  learning, entertainment, experiential media, recommendation, shopping or for that matter any form of audio-visual, written or hybrid communication. This can include any type of textual, iconographic, symbolic, expressional, gesture-based, animated, mostly popular, video-based format targeted towards a particular set of audience. The rise of social media has introduced the concept of content creators, who directly or indirectly are responsible for influencing opinions, while integrating marketing and brand promotion messages in every category. The genres can be plenty, including but not limited to leisure, travel, finance, sports, gaming, beauty, fashion – and the list goes on. However, while many creators want and aspire to make their content work commercially, very few actually can. It is a dream of every content creator to get paid for what they create and love to do. But the crunch comes when you try to monetize and earn from it.

However, if you are a content creator yourself yet confused about whether or not to monetize your content? The discussion can be divided into two broad sets 1) Intent & 2) Execution.

Let’s start with intent first, the decision to earn from your content arises when you are pursuing it seriously and you want it to become your main or backup, support career. That is, if you want that hobby or what you are recording to start paying your bills and pitching in financially. Then it is natural to assume that you will either have to do endorsements, enable native advertising, offer online services, accept subscriptions etc. Of course, these are just a few ways and not an exhaustive list but they outline what main areas are currently employed for commercial and financial success.

The second is the execution bit, where originality, personality and creativity are the three cornerstone principles that top the method of earning you want to select. It helps keep the authenticity intact and doesn’t make you look like you are in it (just) for the money – as this can be the biggest put-off for your audience engagement!

So, what does it actually take to go big with content and make money while you’re at it? While the thought may sound daunting, there are some sure shot tips to get it right – let’s get started!

1. Build Content with Context

If we haven’t emphasized on this enough, it still is all about the idea. The conversation you want to have and the story you want to share with the world. Especially if it entails your own passion point. It should, rather we believe that it is a must. Only then will content producing will not become an unwanted chore. The difference you want to create and the impact that you want to have will fall into place. Because this is where it all starts and this is how you keep going and keep churning.

2.Show, Don’t Tell

You might have heard of Maya Angelou’s saying around, “people forget what you said and did, but ’they never forget how you made them feel”. With content becoming more visual and experiential every day, fueled by the accessibility and improvement in consumer technology with phone cameras improving drastically, DSLRs and GoPros becoming part of everyday vocabulary and drones no longer restricted to military tech. The graphics revolution in games, movies, cinemas is also adding to the notion that we live in a visual era. Creators must think content beyond just what to say but how to say it, in terms of execution itself. Focus on what you want your audience to feel, when they see a particular piece and work backwards to achieve that experience.

3.      Find the Right Format

One key learning is to craft your content in a format that is easy to consume and watched enjoyably by your followers and prospective audience. There is no dearth of format types either and creators can choose from blog posts, videos, graphics, eBooks, podcasts or whatever creative tools of application, a creative mind can think of. But the key here is to discover the hero content format. However, it also doesn’t mean that a creator has to stick to only one format for every piece of content created. Rather discovering the winning formula includes mix and match of various content types, to keep the audience engaged and glued to your updates. Hence, creating content in any format with a consistent, calendar-based churn rate lets your audience become accustomed and familiar to your posting frequency and align expectations. Just to put that in perspective, a YouTube or any other platform-based podcast series might be a great promotional tactic for your content goals, but it requires a multi-format skill set, equipment-based knowledge with a persistent drive, in sticking to it. Compare that to a blog which is less resourceful and capital intensive. Hence, choosing the content format requires commitment and then utilizing the right tools to publish and promote your content online

4. Fit to Platform

Content comes in many forms – videos, blogs, podcasts, reviews, and many other formats, but its success relies on your ability to adapt it to your preferred, flagship medium. One size does not fit all and it is necessary to tailor your content according to the relevant medium. This is also very important when you try to reach out to and engage your audience; where they are. It’s also about finding the right balance between self-promotion, sharing useful information and entertainment. Facebook, Twitter, Instagram, YouTube and Snapchat are all great mediums to create and share content. The key is to understand the medium and its requirements. Then making and tailoring content to fit the platform and its execution formats. E.g., understanding how interaction with short video formats such as reels and stories occurs in META (FB Vs Insta), then comparing it with YouTube Shorts and how to drive conversion to the main content in each.

5. Know Your Audience

Too many times, we jump to audience metrics of reach, frequency and engagement without understanding the content consumption behavior of the audience themselves. The key to creating successful content is to make your audience feel like you’re speaking directly to them —and for that you need to know them like an old friend. Try to research and find their tension points, motivations, aspirations, challenges and fears. Understand their best possible outcomes, their dream solutions, and their biggest fantasies. Provide solutions and fun, just like a friend does.

6. Authenticity & Consistency with Long term Direction

Keep in mind what makes your content yours, is you. While it is important to innovate and bring in new flavors for your audience, it is sticking to what makes your content unique compared to others and don’t give up on your roots. Consistency adds authenticity and helps the audience relate to you on a personal level. Also, if you have committed to a regular publishing schedule, like delivering a new post every Wednesday, your audience will expect to see posts published on Wednesdays – so try not to disappoint them! In case you are unable to deliver as per schedule, you can put up a small post to let them know. It is good to keep them informed.

7. Listen Up

If content is king, well so is the customer! Follow intently what your audience is saying to you and about you. Find out what they like and maybe don’t like, and try to incorporate that feedback. While you know your content best, you will be surprised at the amount of constructive feedback you can get (for free) – and it will actually help you create better content – and hey that is the ultimate goal, isn’t it?

8. Brand Endorsements

While getting brand endorsements can be a tough task, to get on-board with your favorite or preferred brand will require more visibility and consistency! As you build your audience and repute, brands will eventually pick you up. However, the key is not to put the product or brand before your content. The cart should not drive the horse. The idea is to showcase and integrate only the brands that align with your beliefs, audience, personality or online character. Doing so, is likely to get you noticed as brands today are always on the lookout for content creators, who can add value to their proposition. However, social media users can easily sniff out content that feels fake and will tune it out. So, like we said before, it is important to stick to your roots – be real and be genuine.

Hope you find these tips useful. Let us know if we have missed any. Also, what difficulties are you facing on the road to monetization of your content? Those will help us come up with more practical insights to address the challenges and we would love to add those to the list. Bon voyage to a great creator’s journey ahead.

You’ve probably often heard the phrase “being an influencer is not a real and full-time job” it’s just uploading content to social media which requires no skills, not much effort and LITERALLY anyone can do it!  

However, with the rise of the creator economy, quite a lot of influencers have made successful careers, which suggests that contrary to popular opinion, being an influencer should be considered a full time and “real” job.

What is an influencer? According to Merriam Webster, an influencer is “one who exerts influence: a person who inspires or guides the actions of others”. Hence an influencer is anyone who influences and helps to shape how other people think. This usually pertains to a specific field or niche area/industry that the influencer belongs to. People follow influencers for their opinion and what they have to say on topics that interest them. In today’s age when social media has such an integral role in our lives and most of us are unable to live without it, influencers’ viewpoints have increased value in our lives.Post the Pandemic and the changing nature of what a ‘job’ is, the idea of a ‘real job’ is no longer one that is extremely structured such as a rigid 9-5. The rise of alternative options such as working from home, remote work, freelance, etc. have given popularity to flexible structures of work schedules. Thus, considering the possibilities in all of these, being an influencer is very much plausible. So, whoever is planning out concepts, films, production, edits and is ready and willing to post content regularly to earn money (usually all on their own) can very well be considered self-employed and engaged in working full-time.

The main appeal of being an influencer is the fact that it can be an extremely lucrative job (depending on the individual’s following and brand affiliations/deals), and a person is likely to earn more money than they would at a more conventional job. You don’t need a certain degree or educational qualification to be an influencer either, literally anyone can do it.

Influencers have to build their brand and produce content all on their own. Hence, it takes as much time and effort as any other profession, or a more conventional job. They have to work hard to be consistent with their content and not only build/establish their audience but maintain it and actively try to grow their audience. Influencers have to keep evolving with trends to keep their content interesting and to keep their followers engaged. While working with brands, like a “regular job”, influencers have to meet deadlines and deliver their content according to brand requirements.

TikTok influencer Charli D a’melio became extremely popular in 2020, when her dance videos went viral and garnered huge following, reach and engagement on the platform. She now has her own clothing line, reality tv show, is currently on the dance competition show ‘Dancing with the Stars’ and has done various brand endorsements for Dunkin Donuts and Takis to name a few. Hence being an influencer is now her full-time career.

Pakistani influencers like Waliya Najeeb and Shahveer Jafry were able to turn being influencers into their full-time careers. Waliya was initially a photographer when she started her Instagram page but after gaining popularity, she now solely focuses on producing beauty and lifestyle content, along with modeling and working with big local brands such as Khaadi, Gul Ahmed etc. Similarly, Shahveer started his career by filming small skit videos and collaborating with fellow Pakistani youtuber Zaid Ali T. Eventually, he was able to gain a mass fan following through his relatable content on ‘desi culture’ and the representation of foreign Pakistanis through humor.

However, the main downside of being an influencer is that it offers little to no job security and is not a sustainable career path. As long as the influencer is popular and getting views/likes, only then they will be making money and brands will want to work with them.

Even though more people are slowly opening up and accepting the idea, working as an influencer is still shunned and there is a stigma attached to it in society. What do you think? Is being an influencer a real job? Or is it just an easy way to earn money, free products, perks and a quick way to become famous?