Your video went viral, but what next? Digital Creator Vishnu Kaushal shares his success mantras

• The 12 months 2020 was powerful for all of us and 2021 hasn’t been simple both however fortunately, we had content material creator Vishnu Kaushal who channeled our (and his) anger into creating extremely relatable movies.
• In in the present day’s episode of Influencer Adda, we will probably be tracing Vishnu’s journey, from him importing his first video to launching his personal merchandise.
• We additionally talk about the way forward for influencer advertising, how manufacturers can join with GenZ audiences higher, one factor he needs may change within the trade and his actual function behind making content material.

If you’re a budding content material creator, you in all probability love the phrase ‘viral.’ It’s only after that first viral video that you simply really feel like you’ve gotten arrived. As exhausting as it’s to get a video to go viral, it’s even tougher to keep up the momentum as a result of one viral video doesn’t all the time translate into an extended, profitable profession as a digital creator. Quite a lot of viral movies are one-offs. So, what occurs after the preliminary firestorm of your video wears off and the way do you proceed to maintain your followers engaged?

Digital Content material Creator Vishnu Kaushal labored at a beverage start-up as its Social Media Supervisor earlier than he give up his job in Chandigarh to maneuver to Delhi and discover content material creation. He has been making movies since 2015 and has skilled many ups and downs in his profession trajectory, like many different content material creators. However he discovered his peace in making movies and in spreading smiles on social media via his content material. In the course of the first lockdown final 12 months, one in every of his rant movies ‘Essentially the most annoying questions individuals ask about quarantine’ went viral and garnered round 1.3 million views and he has had many viral moments since then.
On how creators can hold their audiences engaged after they go viral, Vishnu mentioned, “Within the eternity of the web, it has by no means been simple to go viral however lots of people lose out on that attraction as a result of they don’t have a follow-up plan. By the point I went viral, I had so many movies able to be uploaded, 17 to be exact. When you acquire a pool of followers, let’s say round 20-25k, you discover patterns and have an understanding of what works and what fails. I had been engaged on my movies for therefore a few years that after I obtained my probability, I saved importing movies constantly and other people began liking me. So, it is rather simple to go viral however it’s so exhausting to maintain it. It’s a battle every single day and a number of the mega content material creators will inform you that as a result of there are such a lot of individuals creating nice content material every single day. However you need to hold apart that competitors and do your factor so properly that once you get your alternative, you’ve gotten the sources to go all in. The Web is a giant place and there’s area for everybody, so hold doing all your factor.”

So, as per Vishnu, when you go viral, it is very important keep constant, replicate what the viewers beloved earlier than, and most necessary and difficult of all of it, be genuine.

Ticket to Bollywood by way of cease social media?

Earlier than Vishnu began making content material, he auditioned for a Bollywood film. Whereas he didn’t crack it, Santu Misra, who took his audition, suggested him to discover social media.

Social media platforms have additionally opened up avenues for struggling actors who discovered it tough to get into Bollywood in any other case with no contacts. Influencers like Dolly Singh, Kusha Kapila, Prajkata Koli lately obtained to showcase their expertise on the silver display screen and fulfill their desires. Vishnu can also be part of a soon-to-be-released net sequence. So, can struggling actors discover their method via social media?

“It’s positively simpler to get into Bollywood however for those who begin from a degree that ‘I need to get into Bollywood and that’s why I’m making content material,’ then it doesn’t work out. What occurred with Kusha, Dolly or me, is a bonus as a result of we love making movies. We’re having enjoyable making movies, individuals additionally like that we’re having enjoyable they usually need to be part of that enjoyable. I really feel people who find themselves creating content material proper now will ultimately discover out that there are such a lot of issues to discover. After you’ve gotten been engaged on content material for a very long time, you are feeling like content material is a superb instrument to discover new issues in life, appearing is a kind of issues, cooking, dancing are a number of extra examples. So, I don’t know if I’ll find yourself being an actor or not, I’m simply exploring myself and my choices,” shared Vishnu.

As Vishnu explores his vast choices and appears for brand spanking new issues to be taught, he follows a easy litmus check: is that this new path difficult sufficient and is it making me uncomfortable? Something that he’s terrified of exploring or feels beneath assured about, he does it.

Through the years, Vishnu has stopped worrying in regards to the viewers’s response to his content material. As an alternative, he focuses on how the method of creating that video and its matter made him really feel. He additionally believes that people always evolve and we shouldn’t stick to at least one factor without end. He says that you simply don’t must have one favourite color for all times, it may change.

On discovering his function and true calling, Vishnu mentioned, “Once I began out, like a number of content material creators, I believed that my function is to make individuals joyful. Now I really feel, let’s cross that, first I wanna be joyful and that can lead to individuals round me being joyful. If that occurs, it’s a bonus. Exploring new issues, designing, having conversations with individuals makes me joyful. So for now, my function is to create content material and discover as a lot as I can via content material until I discover my subsequent function.”

Way forward for content material creation and influencer advertising

After Vishnu hit 1000 subscribers on YouTube, he bagged his first model deal. It was a barter deal of kinds with Ustraa. He obtained his first paid model solely in March 2020, after his movies began going viral extra regularly.

Right now, content material creators and influencers are molding the advertising trade and its future. GroupM and INCA’s current research had revealed that influencer advertising has turn into a high precedence for entrepreneurs in 2021. Each different chief indicated a funds development of greater than 25% in 2021. INCA’s report additional mentioned that the Influencer Advertising and marketing trade is poised to develop at a CAGR of 25% for the subsequent decade, reaching a dimension of Rs 2200 crore in 2025.

So, as a GenZ shopper and influencer himself, Vishnu shared a number of items of recommendation for manufacturers to attach with their viewers higher. He mentioned, “What manufacturers largely miss out on is getting the angle of the influencer they’re collaborating with. All advertising campaigns are designed for the lots by people who find themselves fairly older than us GenZ. So, I typically really feel that there’s a lacking block of relatability and connectivity. For instance, for those who see a 20-year-old nano influencer ingesting espresso every single day for a month, that can have a stronger affect than a marketing campaign that claims,
‘Khushboo zinda hai.’ For a sure sort of viewers, that messaging simply doesn’t sit proper. No GenZ child will care to recollect a slogan or a marketing campaign hashtag of a model. So, to have the ability to join with in the present day’s era, you possibly can rent interns and empower them sufficient to share their opinions. If seasoned entrepreneurs may perceive GenZ tradition with GenZ interns, that will be nice.”

From his expertise of content material creation and branded collaborations so far, Vishnu had one message to share with manufacturers.

He mentioned, “Manufacturers ought to attempt to talk straight with influencers as properly. There are too many layers from the model to the creator and by the point the thought reaches the creator, it’s utterly totally different from its origin. So, be extra concerned, come on the units and see for your self if the creator actually matches your imaginative and prescient. Generally my concepts don’t sit properly with the model, not as a result of I’m unsuitable or they’re, however we’re on totally different pages. So it isn’t all the time a match. You will need to actually perceive their viewers via the influencer — individuals you are attempting to market to.”