What is your one-stop station for the latest investment advice? Or for a life hack that could save your hidden charges in restaurants?

Your mobile phone.

Finance creators, fondly called ‘finfluencers’ have not only solved their audience’s pricking problems but the problem of financial illiteracy at large. They are building the ‘stories’ of this revolution’s building; one reel, one post, one video at a time.

With developing business sector size standing at a stupendous amount of $100B, more individuals are moving first on to side hustles and afterward trying and switching them over to finish professions as quick-witted content creators.

BLACK

The fact that the new-age content creators are at the forefront of the financial revolution in the country is not hidden. The autonomy of such creators is generally enormous as they are not at the perusal of anybody. The biggest problem with so much concentration of power in fewer hands is the fact that the knowledge and credibility of such creators is generally not verified. The internet provides an affordable and highly accessible medium for people to translate and popularise their ideas. This autonomy also proves to be detrimental in several cases where the lack of knowledge leads to a chain of bad decisions and eventually proves to be a hazard, not only for the creator but also for the general public following them.

Content creators have their major source of revenue in the form of brand endorsements and advertisements they undertake. Although such brands provide much-needed revenue to the creators, they also come with their own repercussions. These brands prove to be a big “Creativity Block” for the creators as they come with their own set of terms, conditions and requirements; And amidst all this, the creative freedom of the content creator is lost, which may also sometimes lead to the loss of fame.

Content creators are often subjected to inhumane and unfiltered “Trolling”. They receive a lot of hatred in the online space as the environment online tends to be toxic. Such treatment leads to a lot of mental trauma for the creators, and also plays a role in financial decisions they take. Such trolling leads to controversy and drama, and any sort of controversy attracts the attention of audiences. Brands and other institutions try to capitalise on such attention which, though, is not ethical, but highly effective. As the common saying goes, “Any sort of marketing is good marketing”. Such practices have led to excessive and oftentimes false controversies.

Content needs to be altered from time to time to remain in the limelight and such demand often puts the creator in a spiral of overwork and mental pressure. The internet is the present and the future of finance, and the role of influencers becomes pivotal in such scenarios. However, an adequate amount of knowledge and transparency is essential to make this revolution a success.

WHITE

In their animated and bubbly style, the ‘finfluencers’ have taken the world by storm. The growth curve has been steep, and so has been the trust and support showered by the youth in this fresh twist to the financial tale. The numbers say that the trend is here to stay. 14.2 million Demat accounts were opened in the financial year 2021, three times in excess of the numbers last year. The 15 most notable YouTube channels centred on financial markets have a subscriber count of 1.3 crores. The rise in stock market enthusiasts has been like never before. The influencer wave has come up as a new answer to the age-old question of financial education.

The high cost of professional consultancy pushes it out of the picture. The millennials, with new-found time in the pandemic and an eye on mastering money matters, had nowhere to turn to but social media. With their cheerful spirit, relatable, concise, and real-life examples, finfluencers and their popularity went through the roof. This, coupled with transparency and accessibility of media has not only helped Generation Z but even middle-aged individuals to sail through their financial troubles induced by COVID 19.

Content creation is also gaining traction as a viable career option. Financial advisory on social media had largely been unchartered territory. Today, it is booming and is still driving people in new segments. This has created a level playing field where the content rules and not a ‘certified financial advisor’ proof. From striking a dinner table conversation on personal finance to filing tax returns and choosing the right investment, content creation is more than mere content. With hundreds in this space, raising the creativity quotient is essential to grip the audience. The bright side is that the creators churn out content both engaging and informative, hence the standard and trustworthiness are high. The tie-up with leading businesses and sometimes start-ups as sponsors makes the whole circuit a win-win situation for all stakeholders involved.

But above all, eradicating the gap between the knows and know-nots has been the most appreciable feat of financial creators. Financial literacy and know-how have been a rarity in formal education over the years. By bringing real insights on business, finance, and economics, they have entrusted the power into the hands of the people. India’s financial literacy is soaring, evidence being the five-fold increase in digital payment transactions from 1,004 crores to 5,554 crores in 2020-21. Managing money is the doorway to managing life, and at this rate, there is light at the end of the tunnel for Ind ia. One can only guess the prospective GDP growth sparked by a financially literate population.

GREY

In the past two years, India has witnessed a significant increase in the number of people pursuing content creation as a profession. There is a variety of content ranging from finance to fashion. Rather than a 9 to 5 job, many people have chosen this as their profession. On the other hand, some find this profession to be too risky, but it is worth the returns that come along. The incredible fact is that creating content can earn you more money than working a full-time job! Influencers with 5-10 K followers earn around Rs. 5000 per post and as the number increases, so does their remuneration. But, to extract money from the digital mode requires creativity as well as patience. Sometimes the content is required regularly, as evidently experienced during the pandemic. The digital model has a lot of potential in itself and it also gives them a sense of accomplishment in being self employed.

The content creation business is one where you need not work for others, but can express yourself and your knowledge in a creative manner. This field is open to all. For example, the Instagram account of Gary Vaynerchuk pushes each one of his readers to be their best. The digital platform is also advantageous from the readers’ point of view, giving them a lot of exposure and helping in personality development. There is also an increase in the number of paid partnerships with bloggers which helps to increase the visibility of brands at both the ends. This trend of cross-pollination is on a rise across various social media platforms all over the world. In the coming years, the creators might get connected with various top shot industries. The journey is not easy and actually takes a lot of time to connect with people at large. More than the connection, it takes time to gain people’s trust. In the coming days, we can expect this profession to be a common one.

By Ananya Chadha, Anirudh Damani and Raunak Jain