Companies lap up creators as they trade side hustles for pay slips

As companies increasingly build in-house content capabilities to keep pace with the speed of social media and AI-driven content creation, demand is rising for creator-focused roles across marketing, content, and community functions. At the same time, many creators are exploring corporate opportunities that offer greater income stability and traditional employment benefits.

At the entry level, a fresh creator without an audience of their own can start at ₹3–6 lakh, according to Anshuman Das, CEO and CoFounder, Careernet.

“Even though creators may earn more through brand work, their incomes are not static, and they lack benefits that come with regular employment—credit access, insurance…” Das said. “They trade-off higher earnings for regular income and benefits.”

Das added that content teams have existed in marketing departments for years, but their function has become far more fast-paced in the age of AI and social media, which is driving the hiring.