A brand new high, under the influence of content creators

Digital creators are no longer just brand endorsers; they are becoming advisors, helping brands craft compelling narratives and engagement strategies.
“Creators are increasingly teaching brands how to build effective social strategies,” said Ayush Guha, business head at Hypp, a creator management agency. “It’s becoming one of the most lucrative opportunities in the creator economy, accessible to both established and emerging talent.”

Guha cites the example of an Instagram influencer who does this regularly for large platforms, including a streaming giant. These consulting opportunities aren’t limited to mainstream influencers. Guha notes that niche creators with fewer than 200,000 followers are finding success with emerging D2C brands in retail and the food sector, commanding monthly fee ranging from Rs 30,000 to Rs 1 lakh for social media and content strategy.

The trend reflects a shift in how brands perceive creator value.

Lakshmi Balasubramanian, CEO of Greenroom Network, an influencer marketing agency, notes that creator consultancy has grown, with brands recognising creators’ natural strengths in storytelling, viral content creation, and cultural fluency. “Creators are recognised for their skills that extend beyond being influencers alone,” she said. “They are good writers, understand a particular category very well and audience needs, so they are best fits for some of these roles.”

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Balasubramanian points to two D2C beauty brands in her network that have enlisted skincare influencers not for