At a time when many professionals are leaving corporate careers to become full-time content creators, a Bengaluru-based influencer has chosen to take the opposite route, highlighting the financial challenges of India’s rapidly growing creator economy.
Prarthana Jagan, 29, a content creator and former model, recently shared that she decided to pursue a full-time corporate career alongside content creation after experiencing significant income instability and delayed payments from brands.
Nearly a decade in content creation
Jagan has been creating digital content for almost 10 years and built a strong presence on social media platforms during that time. However, despite her experience and audience reach, she found it increasingly difficult to rely solely on influencer income.
According to her, content creation remains a creative passion, but not a dependable source of financial security.
Delayed payments became a major concern
One of the key reasons behind her decision was the issue of delayed payments from brands and agencies.
Jagan revealed that some payments were delayed by as much as eight months, making it difficult to manage finances and plan for the future. The uncertainty surrounding income flow led her to seek the stability of a traditional corporate role.
Her experience has resonated with many creators who face similar challenges despite the industry’s rapid growth.
A different perspective on the creator economy
While social media often highlights stories of influencers earning substantial incomes, Jagan’s journey offers a contrasting perspective on the realities of content creation.
Industry observers note that many creators face irregular payment cycles, fluctuating brand partnerships and unpredictable earnings, especially outside the top tier of influencers.
As a result, an increasing number of creators are choosing hybrid careers that combine full-time employment with content creation.
Stability and creativity can coexist
Jagan believes that pursuing a corporate career does not mean giving up creativity. Instead, she sees it as a way to achieve financial stability while continuing to create content on her own terms.
Her story has sparked conversations online about the importance of sustainable career choices and the need for greater professionalism and accountability within the influencer ecosystem.