On a dull afternoon or after a tiring day at work, Instagram reels have become our go-to thing for killing time. While scrolling endlessly through the reels, there are instances when we are like, “EXACTLY!” on finding a relatable reel. Reels and short video formats have turned out to be highly entertaining, innovative, and the best way to grab a great quick laugh.
We talk with two such creators who are making a mark for themselves with their social media game, keeping their audiences hooked to their page
Makeup & Hari:@halomakeupstudio
Eva Giri (@evaaa.g_) , is a content creator, who is pushing the envelope with her content on Instagram and TikTok and is drawing in audiences in huge numbers. This 19-year-old creator who is currently pursuing her bachelor’s degree in business from The British College, is exactly the same in real life as how she is in her videos, fun loving, cheerful, energetic and positive. Eva also has a clothing label, @jophiel.by.eva and has recently started her thrift page too which goes by the name @thriftwithevaaa.
Makeup & Hair:@aainaunisexsalon
ELENA, popularly known by her Instagram name ‘@elenadon_’, clearly knows how to make you go rolling on the floor laughing at her wit and comedy skits. Currently, pursuing her Masters in Psychology, her on-point humour will keep your scrolling down her feed once you get started.Besides creating content for her Instagram, she does make videos for her YouTube, collaborates with other YouTubers, makeup artist, and various brands collaboration.
"Recently, I made a video on the subject, “That one person who throws his/her phone in anger”. I used to be the same type of person when I was in my 11th. The funniest moment was when I was showing the point of view of my phone and was required to do a voiceover. That moment I kept on thinking about my phone and my brother who was sitting right beside me was laughing a lot "
How has the landscape for content creators changed in recent times?
Elena: In this day and age, the demand for content creators has increased drastically. No matter what your profession is, you will want a content creator for something or the other. However, when I started earlier, we were just a handful of female content creators and there wasn’t such trend to collaborate or do any brand endorsements. Today, the scene has changed positively and it has definitely encouraged more people to get into the industry.
Eva: It has changed massively. With varieties of options with the platforms and new features that keep rolling out every now and then, the content creators are getting a lot of opportunities. Society looks at us in a different light.
You became very popular and successful at a very young age. When you experienced such fame, what was it like? Tell us about the good and the bad of the experience.
Eva: For me, fame has been more about love. I have been putting out my content for over four years now and the way people reciprocate with my content, feels really good. It meanwhile motivates me to create more contents that keep them connected to me. I had never thought that I would garner so much appreciation by entertaining people.
Elena: Well, I’ll say I am still working on the same and I haven’t reached my goal yet. It was never a plan to run after fame when I started making videos. My only motive was to make people laugh and feel related with my content with their personal lives and lifestyle. In this journey, I have experienced many good and bad moments. Most notable one would be when my dad gets recognized as ‘Elena don’s father’by people. That’s definitely a very proud moment for me. There have been a few bad moments too; for instance, getting body shamed at a very young age and handling insecurities. But I have realized that this is part of it and I'm getting used to it.
Do you feel you are stuck with it now? Would you have chosen differently if you had to pick options at this point of time?
Elena: I never feel like getting stuck because social media is a platform where trends keep changing and thus, I mould myself accordingly. I don’t think I will choose anything different because I totally feel I am made for this. I just love my work. There are times, when I do feel that I am not getting it right, so I just take some break but again get back to the same soon.
Eva: I don’t feel stuck at all because I feel I have just started and there’s a lot more that I can offer to my audience. Creating content digitally has been something that always entices me. It gives me happiness. Be it now or in future, I am sure I will choose making digital content as my career.
To sustain one channel is a lot of work. How are you managing it all? Is there A pressure to create content regularly?
Eva: I do work a lot on my content. As someone who posts at least two videos daily, I always think a day before about my subject. It’s been like a routine o keep aside 30 mins of my time for the content creation. I keep myself updated with what songs are trending. It is both fun and overwhelming at the same time but since this is something that I always dreamt of doing, it is manageable as of now.
Elena: I won’t disagree. It is a lot of work. But I don’t take it as work which makes it easier for me. I take creating content as something I like to do. I make content when I feel like making or else I won’t and I guess that is reflected in the quality too. However, sometimes, I do feel pressurized too. At the end, I am a human and I do require some sanity. But I have made up my mind to release at least one video per week and manage accordingly. Also, I make one whenever I get an idea.
Do you work on your content? Take us through your ideation process – from the first thought to publishing and marketing the video.
Elena: Let’s take an example. Let’s say I am out with my friends and something happens there. I immediately write that down thinking that must happen with other people too. After coming back home, I work on the script imagining the whole situation with what the parties would have reacted to. After that, I shoot it, edit it myself and then post it. Marketing happens when people relate the video with their near and dear ones and tag them and share it.
Eva: Back in the day, I used to struggle a lot to create content but as of now, I am getting used to creating content every day. To be honest, it just happens. The content ideas just pop up in my mind with the happenings around and then I do the shoot and editing and publish it. Marketing I feel just happens based on the quality of my content.
Which is the one video you enjoyed making the most in recent times? And, why?
Eva: I have a lot of videos I will say that I enjoyed a lot. But recently, I did this where I did the mimicry from the popular show “Taarak Mehta Kaa UltaChasma” where I played the character of “Daya Bhabhi”. I took so many takes because me and my mom could not stop laughing. That was so much fun. However, in genral, I will say the videos I make with my mom and dad are quite fun.
Elena: Recently, I made a video on the subject, “That one person who throws his/her phone in anger”. I used to be the same type of person when I was in my 11th. The funniest moment was when I was showing the point of view of my phone and was required to do a voiceover. That moment I kept on thinking about my phone and my brother who was sitting right beside me was laughing a lot.
Do you think short form content is here to stay?
Elena: It is definitely going a long way. Today, people are very impatient and they don’t want to stay longer and watch anything. They want a quick gratification.
Eva: 100%. I assume it’s even gonna get shorter in the days to come. Fast and effective information is what people want and it’s up to us how we choose to watch the content.
What kind of short-form content have you experimented with lately?
Eva: Recently, I am more into transition videos with some apt music.
Elena: Lately, I have made contents using some relatable music and pairing it up with some funny subject. However, I realized people didn’t appreciate it much because I noticed that people love my content more when it’s my own voice in the video with no music. But yes, experimentation is a part of my life and that’s how I get to know what my followers like.
What is one advantage & disadvantage of creating short form content?
Elena: Advantage: It’s very easy; doesn’t take much time and effort unlike the long videos where we require professional cameras and other stuffs. Here, I can just shoot and edit from my phone.
Disadvantage: It’s gets over soon. Sometimes, people want to see the more of you and the content.
Eva: Advantage: It’s fun and you can show your creativity without taking much time.
Disadvantage: You cannot repeat the content; it has to be different from the previous one. For instance, if one of my videos has reached maximum views, I can’t keep repeating similar entertaining videos just because it gained most views. I have to come up with a unique concept every time.
Do you think the lockdown has contributed to bringing more content creators into the limelight?
Eva: Definitely. I believe when people are in their safe space ideas do pop up more. People did have comparatively more free time and I believe a lot of new accounts got popular.
Elena: Yes, it did as people had nothing to do. Even people who were having WFH had some breaks in between where they loved using IG and TikTok. That was the time when a lot more creators were born out of excitement. This was the time which also gave light to the content creation marketing scene.
As an influence on millions, do you feel a sense of responsibility towards your followers? How do you ensure that?
Elena: My followers are more of teenagers. I thus feel this serious responsibility not to use any content that gives them a bad message. They take me as their inspiration; whenever I talk about body shaming issues or mental health, they reach out to me and share their experience. I need to make sure my account is a safe space for them to text me and talk about their own issues. I just put it out there the way I am. I don’t fake my contents.
Eva: Having a decent number of followers on my account, I do realize my responsibility upon my followers. My account is a family friendly account and I love to make funny videos but at the same time I keep in mind every small detail with my vocabulary and subject. I am also very careful of the subject that I choose because at no cost can I offend my followers. While posting any content, I analyze the content from my followers’ point of view thereby making it easier for me to make a responsible decision.
One instance/experience that made it all worthwhile?
Eva: When people come up to you and appreciate your content. I had an instance where a small girl came up to me and told me how my video helps her enlighten her mood every day after she comes back from school. That was really a memorable moment.
Elena: No matter who I meet, they recognize me as Elena Don and share their love for my videos. They love the way I show them the real me. That’s how they feel super connected. When they say this, I feel all my hard work has been worth it.
Advice to the upcoming content creators?
Elena: You do you; just be you. It’s not going to work if you try to impersonate someone else.
Eva: Be yourself and make sure to maintain your consistency. People do expect some content from you as they get used to it and you can’t just be moody.
"For me, fame has been more about love. I have been putting out my content for over four years now and the way people reciprocate with my content, feels really good. It meanwhile motivates me to create more contents that keep them connected to me. I had never thought that I would garner so much appreciation by entertaining people"
Makeup & Hair:@aainaunisexsalon
Makeup & Hair:@halomakeupstudio
Elena: I am very local and relatable.
Eva: I keep up with the trends
Your favourite content creator?
Elena: Charlotte Dobre (@charlaychaplin)
Eva: Prajakta Kohli (@mostlysane)
If not a content creator, who would you be?
Elena: Chef related work
3 things you think matters the most in creating content:
Elena: Being you, consistency & creativity
Eva: Consistency, general POV, be trendy
Biggest mistake in the past?
Elena: Might be a lot (laughs)
Eva: I won’t say anything is so big that you keep regretting over the same
Most used short-form content creation platform?
ELENA: IG EVA: Tiktok