If 2020 is anything to go by, 2021 is going to be an even more exciting year for social media content creators, marketers and brands, with some unpredictability thrown into the mix.
Picture used for representational purpose only
In 2020, people from India watched triple the number of baking videos on YouTube. Instagram grew its Indian user base by 66%. Facebook continued to be the country’s most used social media platform. Tiktok became the most downloaded app before it was suddenly banned, leaving its stars shocked and dejected, and driven to seek their fortunes on Instagram reels by the dozens.
If 2020 is anything to go by, 2021 is going to be an even more exciting year for social media content creators, marketers and brands, with some unpredictability thrown into the mix, given the increasing distrust of social media giants amongst people as well as the emergence of multiple new, local platforms.
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Here are some things for aspiring influencers of the batch of 2021 to keep in mind as they navigate the world of reels, shorts, posts, polls, trends, stories and trolls.
1. It's never too late to find your space: The numbers are overwhelming, yes. You are a drop in the ocean, that is true. However, it is important to remember that when there are more people online, it is easier for you to find those who are interested in your kind of content. There is a taker for every conversation, but the trick is that in order to go big, you need to go narrower and deeper, not broader.
2. Find a niche: It might seem that very specific subjects, like different ways of tying a sari, or baking without an oven, or reviewing maternity products might be too narrow, but that is exactly what you need in 2021 in order to stand out and find an audience that is looking for what you are providing.
3. Focus on value: Unless you are willing to gain an audience by the most clickbaity of methods (you know what they are), you are better off focusing on what unique value you can consistently provide to your audience. Let your value define you.
4. Go big on engagement: This is the era of micro and nano influencers. Many more brands are now investing in digital, and they are looking for content creators who don’t cost a bomb, cater to a specific niche and are having deeper conversations on their channels, therefore helping the brand with both targeting and trust. Using recently launched features by platforms is a good play to build both reach and engagement, since platforms promote new features.
5. Don’t build your empire on one platform: While one particular platform might be your primary space of influence, keep chipping away at others too. Policies and products change fast and what is working for you today may not work tomorrow. You don’t want your empire to come crumbling down in a day, especially if that is also a part time or full time business.
And finally, take care of yourself and keep taking digital breaks. The 2021 prognosis for mental health isn’t very cheerful, and time away from the screen, being in nature and meaningful relationships will give you the nourishment you need in order to hang in there for the long haul.
Kool Kanya is running a 21 Day Influencer Fast Track Program on its women-only career community. This program will help you build a social media strategy, network and create content while being guided by experts and peers. To participate, join the Kool Kanya Community or register here.
BIO:
Kool Kanya is an online community that helps young Indian women cultivate successful and fulfilling careers. With Kool Kanya, you become part of a powerful career network that gets you access to job opportunities, community support and straightforward career advice.
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