Despite India’s creator economy being on track to exceed $100 billion by 2030, with consumer spending influenced by digital content creators projected to surpass $1 trillion, 88% of content creators earn less than 75% of their income from social media, according to Kofluence’s research report. More than half make under 25% of their total earnings from digital content.

The country hosts approximately 4 million influencers, up from 962,000 in 2020, a 322% increase. However, monetization remains a significant hurdle, with only 8-10% of India’s creators effectively monetizing their content, compared to rates exceeding 40% in countries such as the United States and Brazil.

The Indian Influencer Governing Council (IIGC), which launched in February, represents the industry’s first attempt at self-regulation in a space where most creators struggle to earn a sustainable living.

Key Initiatives and Educational Focus

The IIGC, founded by Sahil Chopra alongside several senior industry leaders, has established chapters in Mumbai and Bangalore and assembled 130 board advisors within six months of launch. The council’s structure includes seven founding members and specialized board advisor groups for different sectors.

“We thought that there was a need for a neutral body, which is self-governed,” explains Chopra, who serves as chairman of IIGC and is also co-founder and CEO of iCubesWire.

IIGC Protect addresses both legal and psychological challenges facing content creators. Partnering with Trilegal and United We Care, the program tackles issues ranging from contract negotiations to mental health concerns that arise from follower count pressures.

Rather than enforcement, the IIGC emphasizes education and guidance. When problematic content is identified, approximately 85% of influencers comply when approached with awareness messages. The upcoming IIGC Academy will offer certifications for brands and influencers, while brand memberships launch soon.

The Advertising Standards Council of India (ASCI) has also tightened its Influencer Advertising Guidelines, mandating that influencers in the BFSI, health, and nutrition sectors must hold and disclose appropriate qualifications when providing technical advice.

Future Outlook

The IIGC has designated December 2 as “World Influencer Day” to recognize the contributions of content creators while promoting education. Additional initiatives include IIGC Talks, a podcast studio launching within three weeks, and the India Influencer Ratings.

As brands across sectors increase their investments in creator-led marketing, with 70% expected to increase their creator budgets by 1.5-3x over the next 2-3 years, the need for industry standards becomes more pressing. The government has announced a $1 billion fund to bolster India’s creator economy, aiming to help content creators enhance skills, improve production quality, and access international markets.