When jobs meet content: The rise of India’s moonlighting creators

"I began creating content informally around the time Instagram launched in India. While working at an event management company and later at a digital marketing startup, my follower count rose to 50,000 because I was making content both for my company and myself," influencer Shubhi Bharal (thattrendstalke) said.

"Lockdown was a turning point in my career. My boss had deferred our salaries, so I quit my job. At that time, I decided to become a full-time creator," she added.

Today, Shubhi has over 6 lakh followers on Instagram and more than 1 lakh subscribers on YouTube.

According to a report by Kofluence, India has an estimated 3.5 million to 4.5 million content creators. The report also projects that 450,000 Indian creators are expected to monetize their work in 2025.

A growing number of people in the country are using social media platforms to build careers as creators or earn side incomes, driven by the rising penetration of smartphones and the aspiration to live a celebrity-like lifestyle--getting acting offers, brand deals, or attending high-profile events like the Cannes Film Festival.

India's creator economy is also undergoing a "Lo-fi content" transformation. Currently, the 18-35 age cohort accounts for 90% of Instagram creators and 87% of YouTube creators in the country.

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With an 800-million-strong internet user base and the rise of brand collaborations that prioritize reach over high-end production, barriers to entry have fallen for aspiring creators.

"Content creation appeals to younger demographics largely as most of them are looking for alternatives to the traditional 9-to-5 jobs," said Ritesh Ujjwal, co-founder, Kofluence.

He added that with income potential, alongside flexibility and creative freedom, young Indians are increasingly turning side hustles into full-time careers.

'Non-interference of employers'

Some of India's most successful creators, such as Nitibha Kaul, Kamiya Jaini, and Revant Himatsingka, among others, began their journeys while working in the corporate sector.

Content creation has become a unique career path that does not usually raise red flags among employers. An industry expert noted: "Content creation is a form of moonlighting that most employers don't object to, as long as it does not interfere with daily work".

Annkur Agarwal, co-founder of Mango Creators, said one of his team members runs two YouTube channels and outsources design work like thumbnails.

"While institutional data on the success of such moonlighting ventures is still emerging, anecdotal evidence suggests an uptick in social media side hustles, especially from professionals seeking to diversify their personality portfolio," says Shantanu Rooj, Founder and CEO, TeamLease Edtech.

However, Rooj cautioned that employers face challenges such as potential conflicts of interest—particularly when influencers promote brands that clash with their company's business. The other challenge includes "time diversion, decreased focus, or reputational risk if external content reflects poorly on the organization".

'Creator-The micro entrepreneurs'

Many professionals who once worked for companies have now built personal brands through content creation. Now, with Artificial Intelligence taking centre stage across organizations, Viren Sean Noronha, CEO and co-founder of The New Thing said the trend is forcing everyone to "future-proof" themselves.

While 5 out of 10 netizens aspire to become creators as a way to future-proof themselves, Noronha believes it's a tenuous strategy.

"It's an individual betting on themselves-- putting money, time, and their future where their mouth is. The product is you and your credibility. The rise of self-fluencer has lowered the barrier entry for entrepreneurship, but if you fail to engage with your audience, you become just another profile posting into the void".

Comparing creators to entrepreneurs, Agarwal stated: "They start from scratch, face judgment, and connect with people, hoping to sell their 'products' (content)--to their target audience. Ultimately, luck, perseverance, and the right mentorship matter. Not everyone will succeed".

Micro influencer Rashika Gupta shot to fame when her 'Roka' video went viral. "I was working as a marketing executive when, two years ago, my Roka video became popular. Overnight, my husband Hitesh and I became influencers by accident".

Now managing two Instagram channels- rashikahitesh and irashikav, Gupta stressed that success depends more on content quality and consistency than on follower count.

"It doesn't matter how many followers you have; what really matters is how active you are and the kind of content you create".

"I have worked with brands like Faces Canada, Mamaearth, and Decathlon, when I had only 3,000 followers," she added.

According to the data by Kofluence, a nano influencer on Instagram (with a follower count between 1,000-10,000), typically earns between Rs 500 and Rs 5,000 per brand deal. Earnings increase with audience size: Creators with 10,000-1 lakh followers can earn up to Rs 1 lakh, while those with 1 lakh-10 lakh followers may earn anywhere between Rs 50,000 and Rs 5 lakh per collaboration.

'The flip side'

Despite the boom, sustaining a career is not easy. "There’s no shortage of content creators today, but there is a huge shortage of great ones," said Hitarth Dadia, CEO and Partner, NOFILTR.GROUP.

"There’s no shortage of creators—only a shortage of great ones".

"Not everyone will stand out or monetize their content effectively. Some will leave jobs for content, while others will need jobs to support their content journeys. It really depends on their audience, traction, and personal circumstances," Dadia added.

Kofluence data shows that one in three creators in India struggle with limited brand deals, while others face challenges like low engagement, unstable income, and platform complexity. Creators find YouTube income more stable since it depends on views, while Instagram earnings are often at the discretion of brands.

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A lifestyle influencer, speaking anonymously, said, "We constantly have to adapt as Instagram changes its algorithm every week. Growing followers has become a daily struggle. Brands also exploit creators because the market is saturated--If I collaborate with one brand, there's no guarantee they will return when they gave thousands of other options".

Agarwal, who manages a 40-member team, shared similar concerns. "Even with strong brand engagement, I don't necessarily earn as much as I did in my job six years ago. Agencies and institutions also struggle to make money in this ecosystem".

"Video content creation as a side-hustle today is what blogging was a decade ago".

Only 12% of creators earn more than 75% of their income from social media, while 53% earn less than 25%--indicating most creators cannot rely solely on content as their primary income source.

Shubhi, who has spent the past decade building her profile as a beauty and lifestyle influencer, has also taken up work as a makeup artist in Delhi-NCR. "One cannot make active income from this business. Delayed payment from agencies and brands ghosting creators are harsh realities that many don't talk about. Today, my main source of income is from being a makeup artist, while content creation has become more of a passion project," she said.

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