In the last decade and a half, social media has grown and evolved into a significant catalyzing force, connecting people and building communities. A powerful 21st century-marketing tool, social media can claim a great deal of credit for providing success and fame to individuals and businesses alike. Social media has spawned a slew of entirely new skills and services. Today in India, a revolution is underway, as social media is creating a level playing field for millions of independent creators and small businesses across the country to find success, thereby giving rise to micro-entrepreneurs. Social platforms are providing wings to the idea of ‘Being Your Own Boss’ and providing an opportunity to take ownership of our voices, creativity, and talents.

Who are the Indian micro-entrepreneurs

Micro-entrepreneurs usually run their businesses or brands with minimal investment and limited resources. Small business owners from metropolitan, urban and semi-urban cities, freelancers with professional or artistic skills, solopreneurs, and content creators who are influencers across different genres, are the micro-entrepreneurs. Social media serves as a potent and easy-to-set-up channel for them to reach and connect with potential clients and build a user base. As a business owner, advertiser, or content creator, one can market their talent, skills, products, and services directly to their audience. 

Up until a few years back, social media was perceived as an elite tool limited only to a small minority of English-speaking Indians. However, this has changed rapidly post-2016 as a rapidly expanding internet user base brought online swathes of Indians who prefer to consume content and express themselves in one of many Indic languages. This demographic phenomenon created a fertile ground for the creation and proliferation of a new category of local platforms that are Indic language first in their approach. With the success of homegrown social media platforms that personalize content based on preferred regional languages and topics of interest, the Indian digital social space has become truly inclusive, opening up doors of opportunities for all Indians, regardless of their geographic location, socio-economic status, or level of education.

One can make a tangible impact on their business at the regional or local level and even among a unique audience group by either advertising, creating engaging content, or partnering with relevant regional influencers on these new-age homegrown social media platforms. 

Blurring boundaries between creators and micro-entrepreneurs

It is interesting to note that 70% of the current user base of Indian social media apps comes from tier II and III cities and small towns. And so, regional creators and micro-influencers are witnessing high success in engaging with a large set of relevant audiences, building a follower base, monetizing their content, and often also building their own brand in that process.

There are numerous monetization opportunities for content creators with a dedicated fan base, such as virtual gifting over live streaming, micro-transactions like astrology consultations, online classes, a share in ad sales, brand collaborations, promotional or sponsored content, and live and video commerce. Creators can establish themselves as influential brands, thereby establishing a sustainable business.

On the other hand, micro-entrepreneurs can build their business as creators on social media. For example, a bridal make-up artist in a tier III city can expand their business in a local region and can generate orders directly without spending on advertising. They can achieve this by regularly posting content on their work and techniques in interesting ways, engaging audiences with beauty tips, home remedies, etc.

SMBs thriving on social media 

A new wave of small businesses from cities and small towns are expanding nationally and globally, using digital and social media to go direct-to-consumer (D2C) as an inexpensive medium. As per reports, the estimated size of the Indian D2C market could exceed US$100 billion by 2025. 

Therefore, in today’s day and age, building social media presence is no longer a vanity item for small businesses. It is rather turning out to be an important differentiator and an ingredient for success. As extensive targeted reach and real-time data analytics are provided by Indian social media platforms, it helps SMBs engage with customers promptly and efficiently. As more businesses join the social media wagon, they are transforming local economies and creating opportunities to scale business models in India and worldwide. 

Social media is the gateway to success for micro-entrepreneurs

Mainstream influencers and celebrities no longer have a monopoly over building brand awareness and credibility in India. A growing army of regional and micro-influencers with authentic and dedicated audience bases are fast emerging. 

Access to a smartphone and internet connection, coupled with regional social media platforms with a large user base, is empowering everyone in Bharat to find success through their talents and skills. They can build sustainable incomes and businesses from the comfort of their homes without spending any money. 

END OF ARTICLE