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“Once they have disposable income, they are completely at a loss as to how to think about investing as an approach. The inquiry cycle usually starts with a propensity to learn about different asset classes, and then questions arise about how and how much we should invest, where we should invest,” says Warikoo, who has 1.6 million followers on Instagram and 18 YouTube has .3 million subscribers.

Influencers like Rathod and Hegde are rightly using this feeling to carve out a place in the influencer economy. Rathod, who has three to four years of professional experience in areas such as investment banking and mutual funds and holds a post-graduate degree in tax management, creates content around personal finance and trending business topics. For example, she made content on LIC’s IPO and explained LIC’s business and the mechanics of the larger insurance business in general. She recently spoke on what she calls “tips and tricks” on topics such as criteria for claiming flight refunds. Rathod says many people are unaware of such issues and it helps them gain knowledge. The flight refund video has been viewed three million times, Rathod claims.

Business is good for finfluencers, at least for those who have been able to build a solid following. Hegde says he earns more than his job at PwC brought him. He makes about 16 videos a month on Instagram, including branded videos. Brand videos are basically brand collaborations. Simply put, brands use influencers to endorse and promote their products. This is a lucrative monetization avenue for developers. Hegde makes about four branded videos a month and has worked with brands like Cred and Slice.

“The pay is very good and I can end up earning more than a lakh a month. I never thought there was money to be made from content creation,” says Hegde, who has a bachelor’s degree in mechanical engineering. “With the launch of Reels, Instagram visibility skyrocketed for me. In the midst of the pandemic, people were at home and content consumption got a boost.”

The financial content section has also expanded the opportunities for creators. Rathod, for example, has been brought on board by some startups to help with their content strategy. Rathod has also received support from investors to fund her web series on cryptocurrencies, which she is currently working on. “I briefly ran a YouTube channel dedicated to cryptocurrency, but took a break from the platform to focus on writing the web series,” says Rathod. The series, which Rathod will write and also produce, will be animated, and the idea is to explore collaborating with OTT (over-the-top) platforms or crypto companies for distribution. “People think that cryptocurrency is a substitute for money because of the word currency, but it isn’t. The series aims to explain technological concepts in a simple way,” says Rathod.

Sybil Alvarez

"Incurable gamer. Infuriatingly humble coffee specialist. Professional music advocate."

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