How Content Creators are Leading the Charge to Disrupt the Face of the Retail Sector

At a time when brands were going through a difficult time retaining their loyalists, influencerseffortlessly engaged with them on a daily basis.
How Content Creators are Leading the Charge to Disrupt the Face of the Retail Sector

The global retail and e-commerce sector has witnessed radical changes in the past few years. According to the Indian Brand Equity Foundation (IBEF), the Indian e-commerce sector is growing at a rate of 51 percent, which is the highest around the globe, and is expected to achieve a cap of $200 billion by 2026. The growth of this fast-paced industry is driven by healthy economic progress, changing consumer tastes and lifestyles, an increase in disposable income, and dynamic demographics. Customers today are well aware of the changing trends in the industry and their highly aspirational and experimental tastes help them quickly adapt to the trends. Every change calls for rapid evolution of the market and the retail and e-commerce sectors are also propelling themselves towards varied means to sustain consumers.

At a time when brands were going through a difficult time retaining their loyalists, influencers effortlessly engaged with them on a daily basis. This has now led to them being factored into campaigns, where they often become the face/ brand ambassadors of top brands. International brands that look at creating a market in India are now approaching Indian content creators first to reach their target audience in a short span of time.

With more than 50 million influencers around the world, the ‘Creator Economy’ over the years has evolved into one of the biggest means to monetize content. After the big jolt of the pandemic-induced lockdown, the creator economy witnessed a spike in the growth of content creators as small to big multi-national enterprises are now integrating social media in their marketing mix to drive growth. 

Content in the form of TVCs, billboards, and pamphlets has been around consumers for ages. However, brands are now shifting their focus to new age forms of media and are no longer banking on conventional and traditional means to drive awareness and reach. Audiences too have become aware of the content they consume and alter their preferences according to their interests on their social media feeds.

The creator economy is booming because the audience is more receptive to relevant, contextual, and genuine content, which is in line with the current trends. The pandemic nearly changed the way media is consumed and the majority is more inclined towards digital media. Content creators identified this opportunity timely and began creating a niche and customized content that eventually led to a higher engagement rate among audiences, thereby influencing their buying patterns.

India is a diverse country with rich culture and heritage, famously known for the number of languages and dialects spoken. India has over 800 million internet users, and each of them prefers content in their own language. For a content creator, creativity is not just restricted to language or field of interest. Social media gives an opportunity to each and every individual who puts out unique relatable content and engages with the audience in good time. Thus, with the rise in affordable smartphones and the increase in the penetration of the internet in the rural markets, a rise in engagement from tier-II and tier-III cities has been observed in the past few years, along with rising in non-hinglish content.

With the creator economy making ripples across sectors, it has now become an important aspect for businesses to thrive. It has definitely disrupted the face of the retail sector in India and across the globe as they don’t just leverage one medium but are available on various platforms to have a better reach. They are no longer creating content for their passion but are hustling hard and working towards making it a lucrative career option in the current tech-savvy age, monetizing their expertise by creating engaging and meaningful content. Creators today have the power to influence trends and are regularly updated with the right skills, tech, and tools to be a cut above the rest. The future of the retail industry is dynamic and is driven by the creator economist, as it shifts its course with changing social and economic factors.

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