Content Creation: ‘Adding positivity and feel-good factor keeps audience coming back’

The seventh edition of e4m Content Jam Summit 2023 saw top content curators and influencers decoding and celebrating great content.

Content creators Sakshi Keswani, Ronit Ashra, RJ Raghav, Kritikka Avasthi, Aatman Desai and Kevin Zingkhai spoke about their personal journeys in content creation and what they have learnt from it. The session was chaired by Shubham Singhal, Co-founder and CEO, Dot Media.

Speaking on how Raghav gained the confidence to speak at conferences and create content, he shared, “Everything works out in time with multiple attempts. As you meet new people, your observational skills help you gain experiences that turn into stories and content.”

Trying newer formats and new kinds of content is another factor that keeps the content creators motivated towards their work. Keswani shared, “I am naturally a person who gets bored too soon and always wonders ‘what’s next?’. This helps me keep trying something new with my content.”

“There is a saying that ‘tomorrow you have to be better than yesterday’ and stagnance has never excited me. You have to grow to move forward otherwise you will get bored of your own work,” she added.

But constant need for creativity also leads to creative block at times. Desai believes the best way to deal with it is to accept that creativity is a cycle. “On some days you can wake up and get a million ideas, while on other days you may wake up and not have a single idea for 10-15 days. All this while, it’s important to keep your mental health fresh and sane.”

Ashra shared his experience of keeping the audience engaged with his content even though the base structure of his content remains the same. He said, “I try to add small elements into my video which entertain people. Only re-enacting the scenes will not keep my audience hooked. I at times add a vegetable to my ear to make it look like a phone or other things that entertains viewers. I also post painting videos so I don't get bored with my own content or work.”

Avasthi tries to add positivity and feel-good factor in her content to keep the audience coming back for more.

Going back in time, Zingkhai shared how he had made a friend on Instagram who was a creator. “Back then I wasn't open to do brand deals also and I used to think I don't want to sell things on my brand deals. Rather I’d survive on my Youtube ad sense. I was so wrong. My friend told me I could make a lot of money by just doing brand deals.”

Having guidance or a friend in the industry who helps you understand brand deals, collaborations and more is very important to set a strong foot in the industry, according to Zingkhai. Otherwise, it is very easy to feel lost and overwhelmed.

Another important factor to include when looking to establish a unique brand value as a content creator is to add your own element into the trend, added Zingkhai.

Avasthi agreed with Zingkhai and highlighted that as content creators they need to sit through the angles, editing, brand collaborations and much more, unlike actors who can just act their part and be stress-free.

Further, sharing his take on broadcast channels on Instagram and how it has changed things for creators, Desai opines that broadcast audience is a more elite audience in a way since they get a deeper peek into his life. It's to give a more personal touch to the audience.

As a tip to budding content creators, Keswani said, “Followers never matter. Just keep creating content. Learn new things because the world is evolving very fast.”

Zingkhai said, “Everyone keeps saying to be authentic on social media but trust me as you grow more followers, you tend to get less authentic because the more authentic you would get cancelled on the internet.”

Ashra added, “The new upcoming content creators will have to try something new and different. Don’t just follow the trend. Even if your content doesn’t work one day. You will have to wake up the next day and work harder.”

Raghav said, “Social media content creation is like business. You have to have the passion for it and work hard every day. It won't be easy to search for something unique everyday but stay persistent.”