Fans of social media influencers may be awed by the substance and volume of the content their idols come up with, regardless of how they might really feel about the success these influencers have achieved, often across a variety of platforms. What the typical user, including fans, might not realize is how much hard work it takes to create engaging content.

"The most challenging thing about content creation is determining the creativity and context of the content," said Megan Domani, an actress and content creator with Gushcloud Indonesia, a global talent agency headquartered in Singapore that focuses on influencer marketing and entertainment.

"Content creation is often underestimated," said Evelyn Hutani, a 23-year-old comedian and independent content creator from Surabaya. "It is actually very complex,” Evelyn added, debunking the common assumption that it’s easy.

“There are many processes behind the scenes that are not fun, [like] setting up equipment, brainstorming ideas, market research, [gaining] insights, shooting, editing, revising and so on.” On top of all that, “the demands can often be overwhelming", she said.

Evelyn, who had 1.5 million TikTok followers at the time of writing, struggles with the demands of not just followers but also brands: "As my platform grows, the demands also increase. The bigger the brand, the more hassle it brings."

Dewi Ratih Purwaningrum, the founder-manager of Chic Management that is home more than 120 influencers, acknowledged that it was necessary to be meticulous in managing influencers, as going MIA was very common in the industry.

Team within a team: Gushcloud Indonesia houses multiple divisions and sister companies that help their talents with management and content production. (Courtesy of Gushcloud Indonesia) (Personal archive/Courtesy of Gushcloud Indonesia)

Although influencers were not apprised of the agency's rates for brands, Dewi said that all influencers knew how much they would be getting for each project. She said she also made sure that each influencer was being paid according to their level of creativity and professionalism.

Chic Management was also vigorous in protecting their reputation. "We’ve established a [guarantee] fee system. This fee is to ensure that [the delivered content] is of good quality and published at the right time," she said.

"If an influencer [fails] to deliver, we will refund [...] the brand in full."

Prescreening endorsements

Evanny Wityo, a 24-year-old model who gained the national spotlight when she appeared in a reality show, is a regular cameo in the content of Gea Amanda, who uses the handle @galagea. Evanny and Gea, who are both with the same influencer marketing agency, reveal that influencers generally have little say in the products they endorse.

Even if the talents are not involved in product selection, most agencies try to steer clear of any potential problems.

"We don't want our talents to wear [anything potentially harmful] to them or [their] followers. For food, drinks and [cosmetics], we ask [clients] for their BPOM registration number, and our team will run a check,” said Dewi, referring to the Food and Drug Monitoring Agency.

Dewi's clients primarily sell mother and baby care products, and 80 percent of Chic Management’s influencers are young mothers aged 25-30.

After several debacles due to the lack of screening potential product endorsements and reviewing content that left them trailing in the industry, agencies and content creators have grown ever more rigorous in filtering product and planning content develoment.

"The drawback is that if we are not [careful] in creating content, it is published and cannot be deleted from the digital domain," said Yogi Saputra, the postproduction supervisor at Gushcloud Indonesia subsidiary GCX Studios Indonesia.

Endorsement: Evanny Wityo explains that influencers under managements don't have to filter endorsed products by themselves. (Courtesy of Evanny Wityo) (Personal archive/Courtesy of Evanny Wityo)

The agency and its parent company map out annual plans to help their talents grow amid the tough competition. This isn’t to say, though, that influencers have no say in their creativity or social media image.

"We understand very well that the talents' idealism must be facilitated to create honest and interesting content," said GCX Studios head Ismi Pricilla.

The agency also researches incoming endorsements to match the available influencers. It also pitches other ideas or alternative talents if they find that the product or content is unsuited to the influencer that a client has requested.

As an independent creator, Evelyn has to take care of screening incoming offers on her own, albeit with the help of her family. "I'm being assisted by my mom and my younger sister in replying to chats,” she said, referring to some of the day-to-day admin that influencers must manage.

They are also on the ethical front line in screening potential product endorsements, like a “virginity pill” that supposedly restores a woman’s virginity.

“‘Are you sure you want to take it? It's taboo, you know,’” Evelyn recalled them asking her at the time. “But I'm still the one who decides what to accept or decline."

Inner circle production

Gushcloud Indonesia has its own production studio and manages the entire content creation process, from brainstorming ideas with the talent to executing the final idea, running the gamut from preproduction and production to postproduction.

"The Gushcloud team and I make plans, [so the content] is not based on mood alone. However, if inspiration rises and the occasion is appropriate, we discuss it with the production team," said Megan.

According to Dewi, smaller agencies like Chic Management brainstorm content development with their talents but take a hands-off approach when it comes to production.

"The influencer usually brings along the production crew and in some cases, the brands will provide them, usually for influencers’ events," she said.

It is also common that influencers, or content creators as they prefer to be called, to produce their own content. Be that as it may, some might still need a helping hand when the demand escalates.

Best friends Evanny and Gea often appear as a trio with Devina Bertha, another influencer, in the comedic posts they make together. “We form a [chat] group to discuss the content we're going to make. The ideas mostly come from Gea, and then we discuss [production]," said Evanny.

"I edit the [complex] videos, though sometimes Gea edits the easy ones. We take turns uploading the finished content to our individual accounts," she added.

One man team: Handling all the production and content planning by herself, Evelyn plans to hire more people shall the opportunity arise. (Courtesy of Evelyn Hutani) (Personal archive/Courtesy of Evelyn Hutani)

On the other hand, Evelyn generally takes care of the A-Z of her production process. "[Producing] my content is quite [complicated] because I have to act, speak and shoot at the same time. Sometimes I have to change angles too, so that requires setting up the tripod every time I change scenes. If I have to use the rear camera, it's even more tricky."

She plans to hire actual help from outside her family as her platform grows. "I don't know when, but maybe when I reach three digits," she laughed, indicating an ideal income figure.

"Because content creators are human, too. Unfortunately, we are not robots, so we need a break as well."

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