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Beyond the buzz: Local content creators seek sustainable hustle
The creator economy may be booming and Indonesia's vast market is a huge draw, but aspiring content creators should take some tips before jumping in headfirst.
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Content creator and Mantappu Corp. founder Jerome Polin Sijabat says it is important for creators to diversify and distinguish themselves from others by establishing strong personal branding. (Courtesy of Mantappu Corp /Mantappu Corp )
T
he creator economy has boomed in recent years and is expected to reach US$480 billion globally by 2027, according to investment bank Goldman Sachs. According to media reports on Nov. 17 last year, celebrity Raffi Ahmad's fee for a single endorsement could reach hundreds of millions of rupiah.
Given the allure of flexible schedules and potentially lucrative earnings, it's no wonder that many digital-savvy Indonesians abreast of social media trends are keen to try their hand at being content creators or influencers, fully aware of many others before them who’ve achieved fame from the comfort of their homes.
Indonesian creators dabbling in the new advertising sector as a side hustle, as well as those looking to it as a full-time job, have spoken to The Jakarta Post about both the up- and downsides to the profession.
Stephanie Dish, 25, a Jakarta-based content creator, says she typically makes between Rp 40 million (US$2,500) and Rp 80 million a month, but can achieve three times as much during "peak seasons” like Christmas and Lebaran.
“Being a content creator has never really crossed my mind as a profession. I've just always enjoyed doing it, and I've always been extremely enthusiastic about it,” she told the Post on Jan. 16.
“I firmly believe that if I do anything excellent, positive things will naturally follow,” said Stephanie, who recently returned to Jakarta after a few years in Australia earning a bachelor's degree in marketing.
She adds that she has a strong preference for flexible work hours, and the idea of a 9-to-5 job did not appeal to her.
