The creator economy’s next chapter: From viral videos to sustainable businesses

The article discusses the evolution of the creator economy in India, where creators are shifting from producing viral videos to building sustainable businesses. This change is driven by the growing demand for high-quality content and the need for creators to diversify their revenue streams.

The shift towards sustainable businesses matters for social commerce as it indicates a growing trend of creators leveraging their online presence to sell products and services, thereby creating new opportunities for social commerce platforms and brands to partner with them. This trend is expected to drive the growth of social commerce in India, with creators playing a key role in influencing consumer purchasing decisions.