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Aiman Khan, Shreemayi Reddy, Ankit Bathija
Gen Z is shaping the digital creator economy like no generation before. But in a landscape where anyone can post content, the creators who stand out are those who treat their work not just as art, but as strategy. To thrive, Gen Z creators need to start thinking likemarketers bybalancing authenticity with audience insights and creativity with consistency.
SheThePeople spoke to some Indian content creators, who broke down the hustle of being their own marketers.
This idea of being more than “just a creator” comes up often
For Shreemayi Reddy, Digital Content Creator and Entrepreneur, the key is storytelling: “Your story is your strongest strategy. People connect with people before they connect with products or services.” In her view, content isn’t just about aesthetics or trends, but about anchoring your brand in something that feels human, something that feels relatable.
Authenticity, however, doesn’t mean ignoring business goals. Shreemayi explains: “I focus on aligning my values with my brand’s goals, so every piece of content and every business decision feels true to me while still delivering tangible value.” She also highlights an underrated marketing skill. “The ability to listen deeply to your audience, to market trends, and to feedback… that insight shapes messaging that feels both relevant and personal.”
Aiman Khan puts it clearly: “As a creator, I’m driven by passion and creativity. But I’ve also evolved into a brand because I’ve built a recognisable identity and community. A creator entertains or inspires, but a brand builds trust, consistency, and a space where people feel connected.”
She also learned the hard way that adaptability matters. “Early on, I focused too heavily on just one platform. By diversifying long-form vs short-form, video vs text, you not only protect yourself from algorithm shifts but also expand your reach and discover new communities.” For GenZ, adaptability isn’t optional. It’s the only way to survive a landscape where algorithms and audience preferences shift overnight.
From a brand perspective, these qualities are exactly what make creators valuable partners. Ankit Bathija, Talent Head at Clout Pocket Aces, explains: “The rise of Gen Z creators has been because of the authenticity they bring. Brands don’t expect the traditional way of marketing anymore. They expect creators to promote in a way that’s true to them and which cannot be replicated.”
But with opportunity comes mistakes. Ankit warns: “Many creators focus too heavily on going viral or following trends without defining their own unique positioning. They sometimes overdo the same format without creating anything new. Reinventing and constantly providing value is what sets the best creators apart.”
At the same time, creators can’t afford to ignore data. “Creativity gets you noticed, but analytics tells you what actually drives impact,” Ankit says. Audience insights like demographics, watch time, or even time of posting help creators refine strategy and prove value to brands. Aiman agrees but offers a caution: “Analytics should guide you, not dictate you. If you’re always chasing numbers, you lose your unique voice.”
The great Indian creator economy
The thread tying these lessons together is simple: Gen Z creators are building more than feeds-they’re building businesses. To last, they must think like marketers: telling stories, listening to audiences, defining identities, and balancing creativity with strategy. As Aiman puts it, “Growth today requires you to think like both a creator and a marketer. Without that mindset, you’re leaving your growth up to chance.”
To last, they must think like marketers: telling stories, listening to audiences, defining identities, and balancing creativity with strategy.
But this shift also signals something bigger. The creator economy is no longer about chasing overnight virality; it’s more about building sustainable careers. By treating themselves as brands, today’s young creators are laying the foundation for long-term influence, not fleeting trends. They are rewriting what it means to be a professional in the digital age, blurring the lines between art, entrepreneurship, and marketing.
As Ankit Bathija puts it, every piece of content should be a stepping stone to creating a personal brand and building a community. For Shreemayi, it’s about making sure your story remains your strongest strategy. And for Aiman, it’s the balance between passion and performance that keeps creators authentic yet impactful.
The takeaway? Gen Z creators aren’t just entertainers anymore. They’re brand-builders, strategists, and entrepreneurs, whether they call themselves that or not. And the ones who will thrive are those who embrace both sides of the equation: the creative and the marketer.
Views expressed by the author are their own.