As the creator economy continues to grow rapidly, many digital creators still struggle to convert views and engagement into sustainable income. Digital strategist and entrepreneur Shlok Nair – Founder at AdGoat believes this gap exists not due to a lack of talent, but due to widespread misconceptions about how monetisation truly works on social media platforms.

According to Nair, one of the biggest misunderstandings creators have is believing that viral content automatically guarantees earnings. “Virality brings attention, not stability,” he explains. Monetisation systems on platforms like Facebook and Instagram reward consistency, audience retention, and compliance with platform policies far more than one-time spikes in views.