Social Media Contents Are More In Vernacular Languages

Social Media Content Creators and Influencers 

Are on The Top League 

The rise in smartphone, internet users in non-cosmopolitan cities as well as rural India increased in exponential proportion , content creation in local languages and local dialects is also simply phenomenal. 

Social Media Platforms like YouTube, Instagram and Tik Tok , have started encouraging contents targeting vernacular users. Most of the top content creators have their base in Bharat more than India. 

Monetisation of YouTube contents has created a super club of content creators and influencers earning more than a lac rupee a month. Take example of CarryMinati aka Ajay Nagar, he is  the top-ranking YouTuber in India. CarryMinati, YouTube channel, has more than 38.5 million subscribers and 3.2 billion views around the world. He earns roughly Rs25 lac per month from YouTube monetisation. He posted 184 videos in total, some of which was his original music videos. 

‘हम्प्टी ट्रेन और उसके फल दोस्तों से मिलिए’ on Kiddiestv has 3 billion views from last five years . If we talk about South Indian languages, "Why This Kolaveri Di" created a sort of history when it cross 100 million views. Hindi video Dheere Dheere Se by Yo Yo Honey Singh become the first Indian music video crossed  200 million views . 

There are plenty example of YouTubers who made name , fame and moolah .

Deepanshi Jain hails from the tier-2 city of Aligarh in Uttar Pradesh; her YouTube channel Chillbee has allowed her to tap into her creativity and become financially independent. Figuring that there could be others battling the same dilemma, Jain started a YouTube channel with a simple theme: What do you do – what can you do – when you are stuck at home?

There is a study, published in 2022, by Oxford Economics which found that the ever-growing numbers of creative entrepreneurs on YouTube contributed over Rs 10,000 crore to India’s Gross Domestic Product in 2021. The study, fielded in eight Indian languages, also found that the platform supported an equivalent of 750,000 full-time jobs.This study shows that unlike the much-talked-about internet-based startups that originate in the metros and big cities, content creators are emerging from every nook and corner of the country. During the lockdown, social media became the default destination for many who deprived of the solace of face-to-face human interaction – went online to find the next best alternative. And the numbers are sufficient to create scale: As per the quarterly update published by the Telecom Regulatory Authority of India in May 2023, India had nearly 840 million internet subscribers, including wired and mobile phone users, as of February 2023.

Dehradun-based Abha Godiyal Kakar rang in the new year with her retirement, after a lifetime spent teaching English to students across the country in physical schools. With over 130,000 followers, the 61-year-old is a popular figure on Instagram via her profile @insta_aunty, which she has had since October 2015. A 12 April video of a home-cooked meal, narrated in Hindi, has had over 3.7 million views, with over 1,800 commenters actively engaging with her. While this may seem to be business as usual for many creators on the platform, there’s one thing that stands out—Kakar’s Hindi storytelling.

“Not to take away anything from any language but I found my comfort as a sto- ryteller in my own mother tongue. I took to creating content in Hindi, for my stories are best told and narrated in this language.

Apart from CarryMinati there are few other top earners on YouTube viz. Bhuvan Bam,Ashish Chanchlani , Amit Bhadana, Gaurav Chaudhary , Sandeep Maheshwari, Nisha Madhulika, Emiway Bantai, Dr. Vivek Bindra 

and Dhruv Rathee , most of them are neither  from cosmo cities nor the  affluent background. 

Similarly TikTok also pays contents providers  between 2 and 4 cents per 1,000 views through its TikTok Creator Fund. Doing the math, that means creators stand to earn $20 to $40 dollars per 1 million views through the program. Follow The Leap on TikTok and Instagram for more monetization tips for creators. Because of his popularity, Riyaz Aly has  been featured in prominent videos in India where he's estimated to earn $35,000 per appearance. He is the highest earning TikTok star in India. Next one in the Tick Tock list is Arishfa Khan is also known by the nickname Arrshu. She is an actress, a YouTuber, model, and social influencer who loves dancing. Her  earning is roughly $24000 per month. Third top rated content created on Tick Tok is Nisha Guragain goes by the nickname Angel Nishu. Her career as a social media influencer started on Musical.ly and continued on TikTok, and earning around $23,500 a month. 

Another social media pays to influencers is Instagram. An average social media influencer having 5,000 to 10,000 subscribers can earn around ₹6000 to ₹7000 per month. And this keeps on growing with increase of  subscriber base. According to an estimate , the average Influencer salary is ₹25,322 / month. Virat Kohli is the top influencer on Instagram with 241 million followers. Tick Tok No  1 Riyaz Aly is No 2  on Instagram, Riyaz's fame started with his hit lip sync videos. He is currently having 27.4 million followers. Next in the league is Rohit Zinjurke, the social media sensation who got his start on TikTok before transitioning to Instagram and YouTube. Rohit is known for his incredible dance moves and impeccable fashion sense, and his lifestyle is the envy of many Indian followers. On his social media pages, he shares his latest outfits, dance covers, photoshoots, and vlogs, giving his fans a glimpse into his glamorous world.