Content creators

Meet Manish Pandey, India’s ‘unofficial coach’ for content creators, who started his career in a call center

The Indian digital content space is abuzz and how! Whether it’s news, entertainment, games, cooking, fashion, education, social media, short videos or storytelling, everything is exploding. We have over 1,200 YouTube channels with one million subscribers, with an average of two creators surpassing one million subscribers and 2,500 creators hitting their first milestone of 1,000 subscribers almost every day.

With each new subscriber comes the big question for a creator: what next? While the most successful creators have become proficient with consistency and doing things according to industry standards, it is intimidating for a new creator and easy to panic when the well empties. A “block of creators” sometimes perhaps.

While agencies can help you monetize, work on algorithms, brand collaborations, maybe even give you ideas for curating relevant content, you need someone to help you through this block, in addition of yourself.

The “unofficial trainer” of the economy of creators — Manish Pandey — took over a few years ago and coached some of the most successful creators, including Ranveer Alhabadia aka BeerBiceps, to navigate their pitfalls and implement the next big idea. He makes sure the creators “enjoy the process” and then let the magic happen on its own.

“They are super talented and know what they are doing. But sometimes when you do one thing over and over again, it gets monotonous. It happens with everyone. In these situations, if there is someone who has a level head, has been able to understand what is going on and also has the big picture, can give a tip or two, that will help. It’s my role. I don’t teach them how to write their script or how to work with the camera, they’re masters at that and that’s why people love them, but work on little nuances like telling them this is going to happen, when you do this, try an alternative and soon,” he says.

Manish goes a step further to reflect on the “spiritual side” to look at things and not focus on the right technical details all the time.

“A creator must always be able to take advantage of his journey, his new shoot more than the previous one. Live the essence of the work you do. My role is to make sure they enjoy the process,” says Manish, who has a little “pep talk” with Ranveer before his podcasts — “Don’t worry about what people are going to react to, why you’re here you should just enjoy the conversation, grab some takeout and walk out of this room a little more informed, a little wiser [sic].”

Humble beginnings

Manish has played an important role as a mentor and support for many entrepreneurs and content creators over the years, but he himself was “put in a position” while making this career choice because he was not not ready for it.

From the city of silvassa, he had landed a job in a call center and was still looking for a window of opportunity that could move him into a “day job.” He soon found himself at a digital marketing agency in Pune and tasked with working in the social media space, for which he had no experience.

Manish continued to walk this path, without thinking too much, until one day he went to a TEDx event.

“In 2017, I was in Addiction in Bombay while I was working with Captain Raghu Raman. I went to a TEDx event and Ranviere was talking there. We met and I don’t know what happened we just became friends and I started looking into his stuff and got involved in the process before I could realize it . Ranveer is the one who introduced me to everyone I know today. This is how I became part of their ecosystem circle and became this unofficial coach [sic]says Manish, who is actively working with Ranveer on new ventures in addition to being a full-time employee. brand advisor and part of the management team at Josh speaks.

Having seen the evolution of the creator space first-hand, Manish, found the right moment to bring together the stalwarts of the creator economy and pass on some wisdom to new creators, who can use the ‘lessons mistakes’ to build their careers. From choosing the top 11 creators for the feature to interviewing their families, it took the co-writers 400 days Severe Pamnani and Manish to put it all together and launch a book called Booming Digital Stars.

I had written to 3,035 creators and wanted to do a bigger piecesays Manish, who works on the next edition, which will include new creators. Interestingly, the author seeks to add new angles to the broader subject of the creator economy, including gender and age diversity.

“I want to cover gender diversity closely because there are fewer female designers than male ones, but I wanted to keep a complete balance. Then I’m going to look at age diversity where we’ll have a creator who’s maybe 70 and then someone who’s 13. You want to create this whole group that listens, age has nothing to do with creating content.

Creation of a playbook for creators

The landscape has changed and the time has come for anyone to explore space. But is there an out-of-the-box winning formula that can be applied to content creators’ strategy? The answer is no, but we could get our first blueprint with roadmap for the creators of the guide itself.

“We don’t have any plan. Every content creator figured it out for themselves. They didn’t go to any school, or there was no college or content creation courses. But what’s happening now is you’re working with so many creators and agencies, so you sort of create, not a blueprint, maybe a roadmap. There are different data points that you are trying to create and create a pattern. I think I’ve gone through hundreds of thousands of thumbnails, and now I’ve derived a model that will lead you to different goals like trading,” he says.

Mental well-being

Every profession comes with its challenges and anxieties, and social media is no exception. Fortunately, YouTube recently made dislike counts on private videos to better protect creators from harassment and reduce the threat of what it calls “dislike attacks.”

“Everyone is worried about views and how a comment section reacts. I don’t want to water down and say you shouldn’t worry, you’ll be worried. But this particular thing isn’t the end of Your life existed before this content creation journey, and it will exist today and later as well, so make sure you take it sincerely and not too seriously,” Manish says.

The mentor encourages creators to reach out to their friends, family, industry peers, or guardians, and talk about anything that’s bothering them or in case they feel lonely or lost.

“I want to tell everyone that the challenges and the stress are real and this is going to happen. The main thing is to tackle it. So tackle it, get past it, it’s curable. It is a completely solvable problem.

Advice to founders/construction of startups for creators

The explosion of digital content, increased monetization potential accompanied by a boom in streaming channels presents a huge opportunity for content providers and investors, sparking discussions on “content-based commerce”.

Many founders and entrepreneurs have reached out to Manish for advice on building for creators or creating solutions to scale the industry.

“I am not in a position to advise anyone, but submission of thought is –if you build for creators, please study the creators! If nothing, for 100 days, talk to at least 400-500 creators, then write down what issue they are facing. You can’t organize something for the creator economy without talking to the creator,” he says.


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Recognizing the burgeoning creator ecosystem and accompanying new wave of entrepreneurship, YourStory celebrates the work of established and emerging influencers in an initiative to identify, celebrate and accelerate the journey of digital creators creating content. extraordinary, unique and engaging. . We’ve teamed up with Trell to bring you the Top 100 Creator Challenge, which you can apply for here.

Edited by Ramako Sengupta