Social media is flooded with content creators and influencers. However, there are very few who take ownership of the content they present to their audience. Among a handful of them are Niyati Mavinkurve and Abhiraj Rajadhyaksha, more popularly known as Abhi and Niyu.
In 2021, they were listed among the Forbes India 30 under 30. While Abhi started his career as a content creator in 2017, Niyu joined him in 2018. The power couple have a following of 2.6 million on Instagram.
Through YouTube and other social media platforms, they put out solution-oriented videos that can help people learn something new. For example, in the past, they have talked about subjects like the pandemic, water crisis, composting, travelling, relationships, etc.
In an exclusive interview with HerZindagi, Niyu opened up about the gender pay gap, what content the duo is planning to upload in the future, and much more.
‘Reach Matters More Than Numbers'
When asked about the responsibility they feel about putting out content for millions of subscribers, Niyu replied, “Reach is more important than numbers.” The couple’s aim is not restricted to getting a million more people to subscribe but to actually make people aware of their surroundings.
They feel that by spreading awareness, they are in a way helping the country. In one of their videos, Niyu talked about cervical cancer and how HPV is the only vaccine in India that can help women significantly avoid the chances of getting it.
Abhi and Niyu know the value of online content and how it can shape minds. She said, “We make sure to put out responsible, serious, well-researched content. We aim to post videos with which our followers and subscribers can resonate with.”
‘Content Takes Precedence Over Gender’
We asked Niyu whether she thinks online content creation is one field where talent trumps the gender pay gap. She said, “In our industry, content always takes precedence over gender.”
While it is evident in other spaces that women get paid less than men for the same amount of work, Niyu said, “YouTube does not see your gender when it pays you. It depends on the content you put out and ads that run on it.” However, brand endorsement is another source of income for content creators, and it is difficult to know whether there is pay parity in that area.
She added, “Money is coming into the content community, all people should know is what and how to put it out.”
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‘Don’t Let Success Get To Your Head’
Niyu’s advice to people looking to become online content creators is to be patient. She says it takes time and persistent efforts to reach a certain level and draw income through social media.
She suggested, “Don’t let the immediate or short-term success get to your head.” New content creators should focus on quality content.
With algorithms changing every day, one can only sustain in this field if they put useful content. She also said, “You must be adaptable.”
Giving an example of people initially posting content through images now have adopted the video strategy because social media platforms are promoting it. Therefore, one must be ready to take on new challenges and explore opportunities as they arrive.
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Future Prospects
Speaking about the content that Abhi and Niyu will be uploading in future, the content creator shared that soon their followers will get to see more documentary videos that provide in-depth information on a subject.
They are also in the process of converting the teachings of the Bhagavad Gita into a more absorbing form for current and future generations. Another arena that they are looking to explore is documenting their travel diaries.
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With the ongoing pandemic, they had put it on hold, but soon they will be travelling and sharing experiences of their journeys across India.
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