Big shot startup execs back Indian influencers platform CreatorOS
The advent of low-cost Android smartphones and the world’s cheapest mobile data has paved the way for millions of social media influencers in India to amass a following of tens of millions of users in recent years.
These influencers, also known as creators, share their daily vlogs, thoughts on a wide range of issues, and some engage with big brands to help sell their products to niche, loyal audiences. E-commerce giant Flipkart and scores of several other businesses today work with these influencers.
But India’s ban on TikTok, the Chinese short-video app that reached more than 200 million users in the country, in late June unearthed some of the biggest problems these creators face today: They are too reliant on a handful of platforms, and their work structure is not well organized.
A new startup believes it has built the platform to help creators assume more control over their work. And a number of high-profile entrepreneurs agree.
On Friday, Madhavan Malolan announced CreatorOS, a platform that enables creators to build, manage, and grow their businesses. About 1,000 creators, including a number of short-film makers, teachers, and consultants, have already joined the platform, said Madhavan, who co-founded the startup, formerly known as Socionity, in January this year. Prior to CreatorOS, he worked at a number of firms, including Microsoft.
“We believe that these creators will become an entrepreneur in the coming decade. So we are creating tools, connections, and infrastructure that they will need to run their digital businesses. Currently, there is a lot of sprays and pray to happen on the creator’s part.