Content creators share expert tips on building a sustainable following

Create relatable videos with minimal edits and personal touches

What happens on TikTok, doesn't stay on the platform. It trickles down to Instagram (IG). And while social media sensation and influencer Alix Earle's IG isn't as heavily populated with content as her TikTok account, which has over two million followers, she still has bragging rights for over one million followers. In December 2022, her follower count peaked massively, making Earle headline-worthy in all aspects. Two content creators dissect ways to quickly nurture an audience the right way. For starters, follow the three Cs: consistency, content, and creativity.

Alix Earle. Pic courtesy/Instagram

Consistency wins

Regularity isn't a key factor, it's a weapon. Behind a sudden peak in followers or a viral video is consistent posting. No one becomes a viral sensation with their first piece of content. Mumbai-based Rushikesh Phalke and Sarvednya Dudvadkar of @litmemesmumbai (LMM) helm Telegram and Facebook groups where participants submit relevant videos they have created or come across. The best get reposted on the creators' page. With full-time jobs and content that requires time-consuming ideation and execution, it's hard to stay consistent. Sharing others' videos with proper credit is a win-win situation where LMM has content for a hungry audience and other creators can benefit from the page's massive following.

Keep it relatable

But the next question is, ‘What to post?' For beginners looking to find their niche, Avanti Nagral (@avantinagral), a singer-songwriter and content creator who shuttles between Mumbai and New York, highlights the personal within the brand behind every successful creator. Nagral notes that an audience subscribes to your channel for what you as a creator have to offer, making it important to add your personal stamp and style to whatever you do. "Content that works can be categorised into a triad or be an intersection of all - aspirational, relatable and inspirational content," she asserts. Earle banks on the first two. Her quick make-up, GRWM (get ready with me), meal or gym time videos are almost like a video chat with a friend, making them highly relatable, while her lifestyle makes it aspirational.
It's important to also look at Earle's delivery, style and production, which is minimal. Creators will tell you that low-production videos shot quickly and with minimal effort attract the most views. Phalke shares that natural and relatable situations are what followers want. After all, this isn't a movie; it's social media. Audiences don't want to invest a lot of time for a quick dopamine hit.

Create your niche

Consistency also extends to content. People like sameness, it's easy to consume and they are guaranteed more of what they want. At the same time, Nagral warns against limiting your content. "You never know what works: one video could go viral but if you keep doing just one thing, you put yourself in a box that might be hard to get out of." She suggests experimenting while keeping your personal brand at the core of all videos from the get-go. If you're looking to introduce new content to older audiences, sandwich it between tried-and-tested crowd favourites; the reach from the latter will help push new work. Nagral highlights experimenting with tools and formats that platforms offer as they reward usage with engagement.

Cut to the chase

Short video content is being promoted across platforms, even YouTube, and with only a minute or less to communicate, every second counts. Phalke reveals, "People are used to scrolling, not heading to your feed to follow. To get them out of that mindset, a simple ‘follow me for more or similar content', will make them realise that they can get the content they like often."

Sustain those numbers

Nagral highlights the importance of engaging an audience, over chasing numbers, to ensure the follower count doesn't drop. She suggests focusing on creating content for and interacting with super fans while working on the same for a discoverable audience, keeping your core style at the centre. Phalke adds, "Finally, it's not just the numbers but a community that we have built where people want to socialise on relatable topics. This is where quality content sustains the numbers in the long run."

Quick takes

>> Collaborate with creators.
>> Beginners can start with short video content.
>> Hacks for views won't grow an audience; focus on quality content and engaging with your audience.
Avanti Nagral

>> Relatable content will come naturally. It's the obvious that hasn't been highlighted often.
>> Combine content with trending audio and topics.
>> Don't add more than seven hashtags.
Rushikesh Phalke