World Social Media Day: Content creators on tackling competition and paid blue tick model

The ever-expanding universe of social media influencers comes with its caveat of saturation. On World Social Media Day, we ask influencers about intensifying competition and how they are employing various strategies and tactics to stay relevant and retain their loyal fan bases. They also address the controversy and discussion around accessibility of the coveted blue verification tick on social media platforms, which can now be obtained by paying a certain amount, and is said to be unfair to existing content creators.

Dharna Durga

With a following of 411k, Dharna Durga has been creating content that internet users find relatable yet fun, with many even following her foot steps. Addressing the massive influx of influencers, Durga says, “There are influencers who are making content similar to mine, but I believe everyone has a different understanding of the world and can have different ways to express it. Cheeze same ho sakti hain, par sabki representation alag hoti hai. And today’s audience is very smart as they can easily differentiate ki is tarah ke content me is influencer ka touch hai.” As for the monetization of Blue tick, Durga says, it does not create much of a difference or pressure to do better or out of the way. “The responsibility of creating unique content has always been there within. This has always been my aim to make fresh content and show my creativity,” she adds.

Chandni Bhabhda

Chandni Bhabhda, who currently has a fan following of 368k on her Instagram page named Chandni mimic, shot to fame with her mimicry videos of Alia Bhatt. In an effort to cage the attention of her audience without being monotonous and simultaneously creating a USP, she comes up with new segments. “I do not force my self to make videos on days when I am not feeling well and instead offer something different to my audience in the form of ‘Heal with Chandni’, where I try and talk about my mental health, anxiety phases, and that helps me connect better with my followers,” she says and goes on to describe how in this world of social media, which is governed by numbers are increasing competition, she is hustling to find something that gives her “happiness and which I do not have to associate with competition on Instagram” About blue ticks being bought, which has taken away the power that influencers had, Bhabhda says, “I don’t think it affects me because itne time me jo audience build hui hai, wo acche se jaanti hai ki Chandni kon hai and what kind of content she creates.”

Kunwar Raj

Founder of Unfinance, Kunwar Raj has a dedicated fan following of 844k on Instagram but he understands there is an influx of finance influencers post-COVID, which has posed a challenge for him. “It’s indeed a challenge to maintain a unique selling proposition. However, I believe authenticity is the key. I am not just a face behind a screen, I am a person with unique experiences and perspectives, and that’s what I bring to my content. I keep my content fresh by using interactive formats that engage my audience. That has helped me a lot,” he says and goes on, “ In a world where social media credibility can indeed be bought, like the blue ticks, it does add an additional challenge to stand apart. But I firmly believe that true influence isn’t just about symbols of status, but about the quality and impact of the content. Instead of focusing on outward indicators like blue ticks, I put my energy into producing insightful, helpful, and engaging content that helps my audience make sense of financial matters.”

RJ Mahvash

RJ Mahvash recently hit 1 million and is known for fun content that’s loved by all age groups. She says, “There are hundreds of people who copy and create the kind of content I make, but I am well aware of my strengths and work basis that. The first ever videos of mine that went viral were pranks and that’s what people want to see me doing most often. So, while experimenting with videos on social issues, comedy and more (which I do to offer variety) when I reach a point that it seems nothing is really working for me, I go back to what people want to see— pranks. I am confident that it will always work for me.” This increase in social media influencers, creating content similar to hers leads to insecurity at times and she shares: “There have been times when a content creator started after me, made content similar to mine but outgrew me. This leads to a little insecurity but I stick to my USP.” As for Blue ticks, Mahvash says, “Pehle bhi wo khareede jaa sakte the and people were buying it for 1-1.5 lakh through paid articles and using the link for verification. Only difference is it has become a cheaper now.”

Salman Ahmad

Salman Ahmad, who goes by the name Ig_mamba, has created a fan base of 474k on Instagram. The influencer tells us that it is indeed a pressure to keep the audience hooked to your page when there is a new influencer entering the scene every two minutes. “As a result, I have to move beyond my comfort zone and create reels other than what my forte is, which is gaming. I know that my followers, who like me for gaming videos won’t mind seeing me doing other stuff. In fact, they are the ones who ask me to experiment. But creating entertainment content, beyond gaming helps me garner the attention of non-followers also, who might like my videos while scrolling and end up following me,” he tells us. When asked about the blue tick verification being bought by anyone and everyone, he says, “It feels bad because I had to work very hard to earn that tick. But today, anyone can create an account with a username related to mine, and confuse the people who are looking for me on Instagram. Pehle hum araam se keh sakte the ki aap insta pr blue tick wala account follow kriye kyuki wo original hai, but ab wo parameters hi nahi rahe.”

Simran Balar Jain

Simran Balar Jain, whose page UnBound focusses on content around sex education content creator tells us, “Authenticity remains at the core of my content, allowing me to connect with my followers on a deeper level. Building a strong personal brand and fostering genuine relationships with my audience has helped me differentiate myself in this crowded space. Moreover I make content on sex ed and woman hygiene where there is much less competition. While it’s true that blue ticks can now be purchased, I believe true authenticity and credibility cannot be bought. Standing apart from the crowd requires consistently delivering quality content, engaging with my audience, and building trust.”