Talking about Content, Creators and Monetization with Pranshu Sikka

Pranshu Sikka, CEO, The Pivotals, (India’s top stakeholder engagement firm) & Ex-CNBC-TV18 reporter and show host shares his insights on #Content, #Creators, and #Monetization.

Watch the full interview here: https://youtu.be/uix9zdlmkIc
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Transcript
There are two things I want to point out here. One is that the power of content and the charm of content is never gonna go out of fashion, so therefore the need to keep putting out good content was there, is there, and will always be there. However, having said that there is one more aspect I want to add to it. Whereas because of the sheer volume of what is being produced out there, as important as it is to be good with content, it is also important to understand the commercial aspect of it, because you know, you can't indefinitely keep you know, and especially now, and, and I want to put a word of caution out here because most of these kids, they start early, you know, so, right, right.

They have a few years ahead of them before they actually start understanding the monetary part of it. However whereas I, I'm a great champion of content I'm also a great champion of being able to monetize your skills so that, you know, five years down the line, you don't realize that you have wasted a lot of productive professional time that you could have, you know, utilized in, in a certain different way. I was traveling recently to, a tier two city and I saw on the way I stopped at a resort for a small break. And I saw you know, this very young kid who was traveling around with two helpers who were helping her shoot in, in, you know, wherever she would stand, you know, she would, she would kind of do some act and kind of put it out, live from there.

And, and I just happened to ask her, I said, you know, I'm very happy that you, you know, you are, you are a content creator on the move, which was unheard often our times. So what is the kind of monetization you get? So she said, you know, she, she shot some numbers about how her following on YouTube has gone up. And her following on Facebook has gone up, but she said, I, I still don't know why I need to monetize because, at some point, I'll become so big that brands will come to me, you know? That I think, especially for an individual content creator, it is a tricky approach because as much as you need to be aware of content, you also need to be aware of the need to proactively connect and monetize the content because gone are the days that people will come looking for you. You have to go looking for brands.
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