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These Gen Z social media managers are making influencers famous
Updated On: 28 March, 2021 08:53 AM IST | Mumbai | Aastha Atray Banan
Meet the 24-year-olds managing the ‘creator economy’. Born into social media, they know what’s trending before the meme even goes viral
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Pranjali Nigudkar guides singer and performer Abhiruchi Singh to better her social media. Pic/Sameer Markande
"I know what the trends are, but I truly don’t know how to use that to build engagement, or what content works when, or even how to make photos look professional,” says singer and performer Abhiruchi Singh, adding, “but, that’s where Pranjali comes in. She helps me package my social media. She has often stopped me from putting up a post saying, ‘If you do it now, nobody will see!’” She is speaking of her social media manager, Pranjali Nigudkar, who is also a photographer, takes care of Singh’s Instagram and content creation.
Nigudkar’s role in the world of influencers and social media stars is best described by Hitesh Rajwani, CEO, Social Samosa, which propels the industry with analysis of social media. “Social media managers are part of the ‘creator economy’ that is taking over now. These guys are like the celebrity managers of older times, but they also have insight into what makes platforms that matter, work. They don’t just know what is trending, but go beyond that. They know, for instance, who would be interested in carrying news about a creator. How else would you explain the fact that creators who don’t even live in India, but are Indian, such as Niharika NM, are getting so much traction in India? These people [the managers] are experts at content creation, marketing, PR, brand collaborations—they do it all.”
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