Sandhya Devanathan Writes: Rise of Regional Creators Will Drive Next-gen Creativity

The landscape of content creation is evolving, with creators exploring new platforms, formats and collaborations. At the heart of this transformation is India's thriving creator ecosystem, which boasts the largest community of Instagram creators in the world.

This hub of creative talent has given rise to a dominance in reels creation, with India consistently topping global charts for most produced reels every week. social media as seen in 2024 with Diljit Dosanjh's collaboration with international artists, the rise of Hanumankind as a globally popular artist and trends like the Asoka make-up going global.

Here are some of the themes that will spur the growth of the creator economy in India.

Integration of AI: One of the most significant trends shaping the creator economy is the integration of AI, which is revolutionising content creation, enabling new forms of storytelling and providing creators with tools to produce high-quality content at scale. Chefs like Saransh Goila and creators like Sejal Kumar have used AI to brainstorm ideas for recipes and music videos. Meta AI's tools on Instagram, Facebook and WhatsApp have made AI accessible, with people even asking AI to roast their own profiles!

Creators are experimenting with AI on Instagram. Be it AI characters or creator AIs, these AI-powered chatbots can respond to comments, answer questions and even create personalised content for fans. By using AI, creators can build a more immersive experience for their audience.

For instance, some creators are using AI-powered chatbots to share behind-the-scenes stories, provide exclusive updates or offer personalised advice.

Memefying Content: According to recent studies, the primary methods to connect with someone on Instagram include sending them a meme, liking their feed posts and interacting with their Stories. This highlights the importance of humour and relatability in online interactions, particularly among younger generations.

The power of memes was recently demonstrated by emerging creator Ayush aka @ishowayuu, who mispronounced the word 'croissant' as 'Prashant' in his content. What started as a simple mistake turned into a viral sensation, with people and brands adopting the mispronunciation in various ways and creating entertaining content around it. This example shows how memes can be used to create a shared experience and bring people together, even if it's just for a laugh.

Rise of Creator Squads: Creators are increasingly joining forces to produce innovative content, co-host podcasts and share valuable life advice. This trend is fuelled by the growing demand for bite-sized wisdom and the desire among creators to diversify their content offerings and expand their influencer reach.

For instance, Sakshi Shivdasani and Naina Bhan's podcast, “Moment of Silence”, or the Orange Juice gang, and many such groups have gained significant traction, while @funcho, an account run by Dhruv & Shyam, has collaborated with the cast of the Hollywood movie Deadpool vs Wolverine. These partnerships not only showcase the power of collaboration but also demonstrate the potential for creators to tap into new audiences and build their personal brands.

Rise of Regional Creators and content will be a key driver for next-gen creativity. With rural India leading the growth in internet users, accounting for 55% of the total internet population, there is a vast untapped market waiting to be explored. Moreover, nearly all internet users (98%) access content in Indic languages, with Tamil, Telugu and Malayalam emerging as the most popular.

Over half (about 57%) of urban internet users prefer consuming content in regional languages, underscoring the growing demand for local language content across platforms. This shift towards regional content will not only cater to the diverse linguistic preferences of Indian audiences but also provide a unique opportunity for creators to showcase their cultural heritage and connect with their roots.

Vlogging on Instagram: Instagram is also emerging as a popular platform for vlogging and learning-focused content. It began with challenges like the "365-day live-hard", which encouraged consistent posting habits. As more creators embrace Instagram for vlogging, it is poised to become the new normal.

Karan Gulati, aka @thatsikhinvestor, has built a loyal community by posting daily vlogs, while @officialsiddharthsingh shares his daily fitness journey, showcasing the versatility of the platform.

The Indian creator economy is poised for explosive growth, driven by the convergence of technology, creativity, and innovation. The government too has announced a $1bn fund for the creator economy, providing a significant boost to the industry.

As AI, social media and regional content continue to shape the landscape, creators will have unprecedented opportunities to showcase their talents, connect with audiences and build sustainable careers. With its unique blend of cultural diversity, technological prowess and entrepreneurial spirit, India is well-positioned to become a global hub for creative talent, driving the future of entertainment, storytelling and content creation.

(The writer is vice-president and India head, Meta)