It's Not Oversaturated -- It's Under-Strategised
Everyone keeps saying the Indian creator economy is oversaturated. There are too many creators, too much content, too little differentiation. I disagree. The problem is not too many creators. The problem is too little strategy.
The number of Indians on Instagram and YouTube is still growing. Attention is not shrinking -- it is fragmenting. And fragmented attention is actually good for brands, because it means there are niche audiences for everything. The opportunity is not in finding fewer creators. It is in using them more strategically.
The Spray-and-Pray Problem
Most brands still approach influencer marketing as a volume game. Activate 30 creators, post 60 pieces of content, pray something goes viral. This is the spray-and-pray approach, and it is why most campaigns feel indistinguishable from each other.
Activate 30 creators at once
60 pieces of content, hope one goes viral
No narrative thread
Indistinguishable from competitors
Start with brand positioning
Match creators psychographically, not just demographically
Build narrative arcs, not one-off posts
Content people follow, share, and remember
Strategy Starts with Positioning
Strategic creator marketing starts with the brand's positioning, not the creator's follower count. What does the brand want to mean to its audience? Once that is clear, you identify creators whose content and audience align with that meaning -- not just demographically, but psychographically.
Narrative Arcs Over One-Off Posts
Then you build campaigns with narrative arcs, not one-off posts. A single reel dies in 48 hours. A three-part series with a storyline lives in audience memory. A creator documenting an actual journey -- with your product as a character in that story -- creates content that people follow, share, and remember.
India has extraordinary creative talent. What we lack is the infrastructure of strategy, planning, and long-term thinking that turns creator content from noise into narrative.
The real opportunity: The creator economy is not overcrowded. It is under-strategised. The brands that bring narrative structure, positioning clarity, and long-term thinking to creator partnerships will stand out -- not because they found better creators, but because they used them better.
Related Reading
- The Creator Economy in India 2025: Trends, Earnings, and Opportunities
- Why Your Creator Brief Is the Problem, Not the Creator
- The Regional Creator Opportunity Brands Are Sleeping On
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