One passion seen in the new generation is to become a content creator and do influencer marketing. But is this work so easy? And everything that is being done in this work is being done properly? There is a need for discussion and debate about this.

How many content creators are there in Nepal? There is no definite answer. But this much can be said, if you throw a rock at a crowd of young people, at least one content creator will definitely feel it . But as he said, whether they are specifically content creators or not requires more debate. 

If you pay attention while scrolling through social media, you will see faces of people making videos with ring lights, following trending audio, with public figures written in their bios. 

But are they really influencing anyone?

Nowadays, the number of content creators has increased, but meaningful content and impressive presence are disappearing. Being an influencer is not just a name but a responsibility . In today's digital world views, likes and comments are considered success. But gaining views by showing dancing videos, trending reels or faces is not just being an influencer. Today, many are identifying themselves as 'influencers', but no one is influenced by their content, the brand has not received business, and no message has reached the society.

At a glance, the following problems appear in the influencer ecosystem:

- There is no unity, everyone is in their own race . 

- brand investment does not yield tangible results. 

- The pride is high, but the impact is low . 

- appearances are many, but reality is nil . 

Brands and companies of all sizes, from small to large, seem to be investing in influencer marketing and content creation. But is this investment worth it? There are many businesses in Nepal, especially FMCG (Fast-Moving Consumer Goods). That is, this term refers to those consumer goods that are available in the market at a cheap price, are sold quickly, and are consumed in a short time. These items are an essential part of our daily life–  Which people continue to consume continuously.

In simple terms, FMCG means goods that you buy today and use tomorrow or within a few days. These items are purchased repeatedly, as the requirement is on a daily or weekly basis. In a country like Nepal, examples of FMCG can easily be found in our homes from the kitchen to the bathroom. Such as: Noodles, Biscuits, Sugar, Salt, Spices, Tea, Oil, Cold Drinks, Juice, Soap, Shampoo, Toothpaste, Face Wash, Detergent) Brands of the area. Manufacturers of all such products are now marketing through influencers. But one has to ask – have they benefited from it ?

content creators are getting views, but are they driving business growth? If you are looking for an answer to this question, a bright picture will not appear. The views are there but it is not having a positive effect on the business . The view is there but it has not been converted into consumers . Because most of the views seen in the videos seem to be coming from viewers in India, Pakistan or other countries. There is a need for a detailed study on this.  To see where the

views are coming from, I took a look at the insight (audience details) of a famous influencer's video. From which the conclusion came out, they are watching the video because they are outside Nepal, but they are not a part of the market here . I could clearly see the ratio of Nepali and Indian viewers in the influencer's video insights. I was worried about what benefit Nepali brands are getting from these influencers who collaborate with more than one brand every week. 

If the customer of your product or service is a Nepali resident in Nepal, such  You will not benefit from influencers. Even today, many brands don't ask the following questions when choosing an influencer:

- who is their main audience?

- Where-to whom is the content targeted?

- Have they helped sell any products?

Since there is no practice of asking such questions, what happens is that money is spent, publicity is seen, but there is no effect. Content creators in Nepal have their own problems. The biggest problem among them is following trends but not doing creative work at all . 

Many content creators are currently busy following trends. As if they bring trending audio, dance or style in India the next day to Nepal. 

Nepal's content ecosystem now seems to be more attracted towards trend following rather than original thinking. Especially when we look at the profiles of established influencers, there is more imitation of Indian trends than innovation.

For example, if you watch Priyanka Karki's Facebook Reels video, who is Nepal's most brand-dealing celebrity, you will know . A copy of the audio and idea that went viral in India a few days ago is more visible on his social media. A similar picture can also be seen on the social network of famous influencer Simple Kharel. Indian trending audio seems to be used in his social media as well . Therefore, it must be said that there is a drought of originality and innovation in content creators. The concern is where the easy path of following trends instead of

originality will lead us. This puts Nepal's digital content space at risk of becoming a crowd-producing factory, but nothing new will be created from there.

Yesterday today new thinking, originality, research, content based on local themes - have become rare. Due to such a situation, the content is not only short-lived but also fails to leave any impression on the audience . And then the Creator's reality becomes blurred.  There are also

creators who do research before working, find original topics, and create useful content for Nepali society. But their number is negligible. So the need now is to create originality for beliefs, not imitation for views.

Nepal's creator ecosystem is where it's at right now - it's a situation of lots of noise, little impact. Now how can we overcome this situation? Some work can be done for that . 

-  Meaningful impact – content that informs, motivates, or drives sales

-  Professional discipline-timely work, clarity, transparency

-  Collaboration and community – not competition, the spirit of collaboration

-  It is not an audience-centered thinking, but an approach of looking at the impact on the audience, not by asking for the title of

influencer, but by working. Both creators and brands are responsible for that. Creators should try to create their original style rather than a trend, think about who their audience is and why I'm working for them, and analyze what the brand can benefit from it rather than the number of viewers. Brands following influencers also have to consider a few things. That is, don't just look at the influencer's follower count . Rather, what kind of content they are creating and what kind of audience is watching their content and knowing or understanding .  And the content should be evaluated to see if it has the ability to change a mind or convey a message as you seek.