The Trust Fund Of Today

There are two ways to look at the journey to becoming an influencer. Both involve making money. But one creates wealth.

APhotographed exclusively for HT Brunch by Vidushi Gupta Styled by Tanya Aggarwal

ugust 2016. Linkedin had just launched a video feature, allowing its users for the first time to create and publish video content on what had been, thus far, a written word platform. I had been writing on Linkedin for two-plus years by then, with some success.

It was mostly a rehash of a daily blog that I had started in 2005 when I was still at B-school, and which had transformed from what used to be the daily rant of an MBA student to the journal of an entrepreneur. If I remember correctly, I had some 40,000+ followers on Linkedin back then. Driven purely by text posts.

But video would be fun. I didn’t think I was ready for Youtube then, and the following I had amassed on Linkedin made it an easier platform to start with.

So, I waited.

Waited for the video feature to get turned on my profile. A month. Two. Three. Nothing happened.

So, one fine day, I wrote a post on Linkedin, tagging Jeff Weiner, the then-ceo of Linkedin: “Hey, Jeff. What does one have to do to get the video feature enabled on their Linkedin profile?” Within an hour, a product manager working at Linkedin responded, “We have enabled it foryou.”

Sorry, what?

Did you just enable “that” feature I asked for, while I waited patiently for three months for it to happen on its own? Great!

The incident reminded me of my favourite life lesson. “If you do not ask, the answer is always no.”

By Ankur Warikoo

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“THE VERY SAME AUDIENCE THAT ELEVATES THE INFLUENCER TO A POSITION WHERE IT SEEMS THEY CAN DO NOTHING WRONG KEEPS THE CREATOR HONEST ” —ANKUR WARIKOO, SOCIAL MEDIA ENTREPRENEUR AND CONTENT CREATOR

It happened to be a Wednesday. My last name happens to start with the same letter. And so I recorded a video, my first ever, and posted it on Linkedin. The video was called “Warikoo Wednesdays Ep. 1: If you do not ask, the answer is always no.”

Since that day in 2016, I have been creating content online, across all possible platforms. The 40,000 following on Linkedin has grown to a 4 million+ following across Linkedin, Youtube, Instagram, Twitter, Facebook, a newsletter, and a podcast. This led, most recently, to my first book.

CURRENCY, NOT CASH

There is a new currency being built in the world today. Most of it happened in the last two years. It is not based only on money. Instead, it’s based on something that so far was always the domain of global leaders: The currency of attention. Mass scale attention.

Influencers today, across all possible genres— fashion, music, self-help, comedy, business, finance, start-ups and more—have the platforms to create followings that catapult them into a league that few people could imagine previously. And what Covid gave all of these influencers was the perfect ammunition. Time!

When people ask me what drove the demand in India that led to this massive growth in the last two years, I often remark that the demand was always there. It was just that good quality supply hadn’t happened.

But when the pandemic began, suddenly, the smartest, brightest individuals who had something meaningful to share were stuck in their homes. For 12-18 months. And most of them chose to connect. Chose to create. Chose to publish. And that brought forth one of the best periods of high-quality content that the world has ever produced, at a mighty scale.

I was lucky to have been a little ahead of the curve. After stepping down as the CEO of my start-up, nearbuy.com, in October 2019, I had decided to slow down and take a break. And building my community and creating interesting content had been part of the plan.

I had built a team in early 2020, and much before the country went into a lockdown, I was already posting consistently across all platforms in an organised fashion.

As my audience grew over the last two years, I also learnt more about the people following me, and their needs. The influencer doesn’t live in an isolated chamber. We respond to our community and their response helps us up our game. We’re building a circle of influence, not a one-way megaphone. I shifted a lot of my conversation to Hinglish, from English.