By someone in Mumbai who’s seen both the buzz and burnout of influencer marketing up close.
Big Reach, But Very Little Income
Yes, we have millions of influencers in India today. But let’s be honest—having reach doesn’t mean making a living.
Kalaari Capital’s recent report says India has over 80 million creators, but less than 0.2% actually earn consistently. Most creators—especially nano and micro ones—end up doing unpaid collabs, promoting products for free, or tagging brands in the hope of getting featured. The work is real, but the money isn’t.
We don’t need more “influencer programs.” We need more fairness.
Brands Want Creators, But Only a Few Benefit
Marketers often say they plan to invest more in influencers. And they do—but the money mostly goes to the top 1%.
Creators with full teams, polished content, and manager support get brand deals. But what about the college student from Jaipur making relatable fashion reels or the home chef from Assam sharing local recipes? They may have great content, but they’re not part of the big-money loop.
The creator middle class is missing.
Changing Algorithms, Constant Pressure
This part rarely makes headlines: most creators have no fixed income, no health cover, and no control over the algorithm.
You could spend hours on a post, and one update later, your reach drops. You’re told to “just keep posting.” But the pressure adds up—mentally and emotionally. When views dip, so does your confidence. When brands ghost you, so does your hope.
Influencing looks fun, but it can be tiring, unstable, and lonely.
Earning Options Are There, But They Don’t Pay Enough
Just because you’re “monetised” doesn’t mean you’re earning well.
Most platforms have strict conditions—follower counts, watch hours, engagement metrics—and even then, the payouts in India are low. Earning ₹18,000 a month from content is still out of reach for most.
That “8–10% monetising” stat might be true technically, but it doesn’t mean these creators are financially secure.
Creators Are Becoming the New Shopkeepers
Here’s a more hopeful angle: Indian creators are now driving what people buy. Whether it’s skincare, shoes, or kitchen tools, audiences trust creators more than ads.
Some smart creators are already moving beyond brand deals. They’re selling their own products, launching courses, or starting community-based businesses. The future may belong to creators who become entrepreneurs.
Not just content makers—but content sellers.
In Closing
India’s creators do have impact. But let’s not just celebrate that without also fixing what’s broken.
If we really want the creator economy to grow, we need to shift focus from likes and views to real income and long-term support. Until then, we’re just applauding influence while many creators quietly burn out in the background.
Author : Suyog Keluskar – President, Consumer Insights & Social Media Intelligence
