 I have with me some interesting set of creators across the tech space, the finance space. And in fact, when I was talking to all of them backstage, they all didn't think about content creation at the start of their career. In fact, it was something which happened by accident. So that's where we'll start our discussion on the very first note, talking to them about how content creation took place in their life. So welcome, Neha. Neha, I'm gonna start with you. We all know that you were thinking about becoming a CA. You had various attempts at that, and then you dropped out of it. You did your MBA in finance and then thought about content creation. And now, in fact, you run your own tax consultancy firm. So will you tell us more about how did this come into being? Hello, everyone. So content creation journey started in 2020, lockdown, when we all were sitting at home. So prior to that, as you said, I was pursuing chartered accountancy course because I was interested in finance from the start, but couldn't complete the latest stages. But I did article shift of three years. So I gave my three to four years to taxes, finance. So I had to do something in finance only. And after chartered accountancy course, I, after failure in chartered accountancy course, I thought, what can be done next? So that's what I did. And after my MBA, I got placement and wealth management, which was into stock market, asset management. And then I got to know more about finance, wealth management, stock market. And it was very interesting for me and something new. But since I used to go to client places and meet them because it was into wealth management, we had to know their profile, how they're managing their finances, wealth. So what I noticed is that most of my clients were into business only and they were earning a lot. So I thought, I have to do something of my own. I cannot work for someone else entire my life. So that's how I thought, I gave three years to taxes, IDR, GST, that's all I did. So let's start something of my own. And so I started Exition Health firm. It was completely digital. Mirabai is into website management development. So, so many websites and that's how I started. So for six months, six, seven months, I started getting clients calls through Google Map. So I completely used the digital media, putting my ads, putting myself on Google Map and different websites so that I can get leads from clients for IDR, GST. And during that particular time, GST was a new concept. So there were a lot of confusion. Ki kisko GST nahi nahi nahi nahi? Kese kar nahi nahi nahi nahi? So I used to entertain a lot of call, unko ek gante, aadha gante pura samjhana and then convert the clients. But soon, 2020 aagya, I think, manhe chhe sath mai nahi hua tha, Exition Health start ke hue. Then because of lockdown, I couldn't get a lot of client place meetings where I could go and pitch myself and get company registration work or any other auditing work, which I used to outsource to chartered accountants, company secretaries. So at that particular moment, I decided ki kuch aur to karna padega. So I started scrolling social media, popular platform of that time, TikTok. And there was a content all about entertainment, comedy, dance and everything. So I thought ki mujhe taxes aata hai, mujhe finance aata hai, let's start something which I am expert in. So that's how I started making videos about MSME package, kyu ki usi wak government ne announced ki aata, Admirer package. So in which government was giving business loan to MSMEs at cheaper interest rate or without portal. So there are several screens understood to be under Admirer package. So that's how I started making videos on TikTok, explaining these packages, these schemes and everything. And what I used to do, I used to put my logo, extension app dot in, in the video editing in the corner. I didn't use to talk about my form, but I used to put my logo, so that I can get traction on my website and then I can get calls and convert them to clients. So this was actually my main aim while I started content creation. But soon I started getting a lot of comments in the section, in the comment section, people asking about stock market finances. And because I was from finance industry, I used to think, yeh to sab ko pata hoega. But jye wo comments saate, then I realized ke chye yeh bhi nahi pata hai. Chalo fere main se hi video banati hoon. So because of the comments, because of the queries I got, I started creating content on different topics, but all little to money and businesses only. So that's how I started content creation. And after one year I realized ki, exigileb se zadal future scope, mujhe I think content creation mein dikta hai. And now I'm fully focused on my content creation game. Great, how you told us about how the audience is paving the way in terms of helping you in terms of creating more content. What next they want to hear about and watch on various channels of yours. So they're just coming to you. You did your engineering and then you moved to content creation. So tell our audience more about your journey. So actually my content creation journey started when I was in 11th. So 11th mein ek baar during the recess, mere ek dost mere pas hai. And he like showed 8,000 rupees in his wallet, like pure cash. And I mean, being 16 years of age, itna zada cash dekhna bahut bade baat hoti hai. So I curiously asked him, ki kaha se aaye paise hai and like how you earned and everything. So his answer was ki usne YouTube channel ke through earning ki uski. So it was back in 2016 and tabhi mujhe pata chala ki social media se aise hai paise hai bhi kama hai jaa sakta hai. So that's when I like had this vision in my mind ki yaar kuch to karna hai aapar. Like I, it was not ki this would be my career as in, I just started it as a hobby and tabhi Prajakta Kohli and all kind of comedy content creators kaafi zada rise meet hai. They were rising very quickly and that's when I thought ki chola hai comedy mein kuch to karthi hai. And I, me ne apne k dost ko pagda and I like immediately created a channel called Two Dumps and it was basically do hum do jante karke two and we were just going to do comedy so Dumps karke aisa naam lag di haum ne. And we just started uploading videos. Hamare first video jo tha wo board, 12th board exam ke ek din pehle main betke edit karke upload kar diya tha. So that was the craze at that time matta meri dimaag mein wo tha ki ye karna hi kuch to. So that's how the content creation journey started but soon I realized ki content, comedy is something jo main nahi kar ponga sustain. And it's not in me. So that's when I stopped and like started exploring other things and technology ek aise cheez thi jo I was very much interested from the start. I mean bachpan se main like kut ke basically kabhi PC main problem a gaya to main khud se research karke solve kar lehta tha. And then I was the go-to person in my family ki tech-related kuch bhi issue wo to tijos ko buch wo. So that was in me and during my injuring second year main apna first Android smartphone jid dilaya tha papa ne because main apna purana phone toro diya tha ek fest fest main. So that's when I started exploring more in Android and tab main rom flashes kar tha. So basically what you can do is in Android you can change the software. To agar main MI ka phone hai to us main Samsung ka software dal sakta hoon. Aise you can like change things. So I used to do that on daily basis because main ek cheez main bohot bor ho jaata tha. To after like using suppose MIUI which is a Xiaomi software for two days I would like get bored and change it to something other. So aisa mera jo and I used to boast it in front of my friends ki dekha aaj mera phone mein ye hai aaj mera phone mein wo hai and my phone used to crash all the time. Like main hai literally ek saal main almost 365 times mera phone reset kiya hoega. And it was basically a passion thing for me and that's when one of my friend recognized this and she was like, why don't you like put this stuff on YouTube? Ki kaise phone mein ROMs change karte hai and everything. So that's when I am like giving a background. Mera 11th mein mera aim bana liya tha ki kuch toh karna hai YouTube hai. So wo fire wo oppas hai start ho gaya and then I immediately created my first channel on YouTube, sorry second channel on YouTube. So it was by the name of Elementek. So that's when main I started uploading videos regarding reviews, main phone kharita tha kabhi papa ne naya phone kharita hai toh usko unboxer ke fin naya video daal diya. Ya phir, kabhi mujhe kisi dos ne naya phone liya ho, toh se borrow karke I used to make videos. So that's how my journey in technology started. But then wo time per capital zata nahi tha. I was an earning as well and papa and mummy toh obvisli har ek naya phone kharin dek le payasat de ne wale hai nahi. So that's when I started listical videos ki how can you buy top three laptops under 40,000 rupees, top five laptops under 60,000 rupees, or fair top five phones. Toh aise I was doing a lot of research and I found ki aise kategori ke videos jo hai wo kaafi log dekhna chata hai but unka like supply nahi hotna zata. So that's when I started creating more of these videos and I started gaining followers of subscribers and I almost completed 100k within a year of starting the YouTube channel. And tabi aise niya said tik tok bhi kaafi chal raha tha and I also had thought ki mai bhi short form content upload karunga tik tok par. But infamously tik tok kaafi badnaam tha. So I didn't want that tag on me ki ye bhi ek tik tok karei tik tok par videos banata hai. So I just like scrapped that idea but then at the same time tik tok got banned and there was news of Instagram reels and YouTube shots coming up. So then that's when I decided ki jab ye platform aega then I'll start uploading short form videos on the platform. So in 2021 I started with short form content. April mai I started and I was doing my job at the same time. So bohati ek random, you guys might know Jay Kapoor. So his videos popped up in my feed and wo ekdom effortlessly bole jaar hai like basic cuts hai and being a editor or being a content creator, I was as I mentioned ki when I look at a video, I am able to see the cuts ki hain isni hain dialogue ban ki hain, hain pe cut laga hai. I am like basically able to decode the video. So like ye to boh simple hai. Matlab mai 10, 15, 15 minute ki video banarao deher saals hai. To 15 seconds ki video to kaisa bhi man sakti hai. And at that time only 15 second video was possible on Instagram. So I was like, chalo 10, 15 minute apne schedule se nikal ke break time. Like I had the knowledge, I had everything to share. So why not like just try it out. So that's when I started posting short form content. Then wo hapar bhi mera research wala factor thai. I used to research ki konsa chal raha hai, konsa nahi chal raha hai. And that's when I started doing three keyboard shortcuts. So I knew ki hum sab abhi PC day to day basis pe use karthe hain. But we don't know how to use it more effectively. Like control see, control bhi to sab ko bata hai. But there are many keyboard shortcuts which can help you do a lot of things very easily. And that's when I researched them and started this series called Three Keyboard Shortcuts. And that started doing very well for me. I mean literally 100 ke 200 ke views to aisi easily aajate de uspar. And my page got a lot of traction. I mean almost 2 se 3 main main main I was from 500 to 200 ke 300 ke and I reached them easily. Jisko aisi bhozada motivation mila bhozada kush bhi lagara tha. So I, meh to us motivation meh, along with my job, along with posting YouTube videos and I mean agar YouTube video ke ek background do for you guys. So it takes around five to six hours to edit a YouTube video, 10 to 15 minutes long. And uske saath wo shoot karna banana fir day to day apna jo job hai uske saath do videos meh upload karne laga real par. Because at that time I was like fueled with energy. I was like karna hi ye karna hi hai. And response bhi aarata saamne se to I like started uploading. But ek phase aisa aaya ki I was about to hit 12 million. Mera 984 ke I reached very fast. But wo time par my growths went stagnant. And almost 6 to 7 months meh 984 ke par hi atka parata. So that was a phase jhaan par bhozada difficulty hua mujhe. Because motivation nahi thi. Kuki videos chal rahe but response nahi aara hai. Gurot nahi ho rahe hai. Toh bohot saare downfalls bhi thi. Bhohot saare aisa ek dum depression hi kaisakta. But it was a very low phase chal raha tha. Jisko cope karna bhi kaafi hard tha. But ek cheese demang methi ki if I keep doing it if I don't stop like 1 million ho jayega. So finally last month 1 million like completed. I completed on Instagram. So yeah, that's how the journey's been going. Great, great theorist. Please my mom and dad said, don't be bohot par yogi before 12th when you started editing those videos. Yeah, yeah. Bhohot, they weren't saying no. But they were like, ke kya karenga? Kya milega iss se? Kyo waste kara time? Then I was like, don't worry, mujhe pata hai, meh aapko karke dikhadunga. Great. So Ajitosh coming to you, I know you also did your engineering and then got into content creation. So was it more of a passion or did it happen by accident for you? Actually my journey has been started with a fake video. When I was in first year of college aur mere exams kathum hoi aur meh hum ghar jaane walte. Then I saw a video on YouTube, kaisse tum same wi-fipe meh connect hoke, kisi ka PC shutdown kar sakte ho. Merko bada fascinating laga ki, aar ye toh meh hacker ban jaunga. Lekin wo video fake tha, just for views. Lekin that video was fake, but my curiosity was real to know that. Aur mai ghar gaya, date maini ki shuhti thi, maini ethical hacking seekli chahan se bhi free meh seek sakhta tha. Aur ek saal maini diya, ethical hacking, programming, yeh sab seeka. Aur, tam mere ko laga ki aar, jo meh ne seeka hain na, mere ko kisi ko batana hai. Meh mer ko humesha se rahe hai ki aar, jo meh ne seeka hai, kisi ki naksu to maini batahunga. Apne dost to batahunga. Toh at that time Instagram was there aur mere kuch Instagram pe account bhi nahi da sakto. But I just opened the page aur mai asi hacking ka set-up ekera ka pics daal diya aur loko basana nahi laga. Kyuki bada cool lagta hai wo gadgets ekera. Enjoying it to meh aur nahi nahi cheeze batana hain. Kyuki dik ho aaj maini hack, yeh hack kia. Aaj humne is website go down kia. And then people started enjoying it kia aur yeh to hume bhi seekau. Humne diri diri aur content daal na shuro kia. To asi maini content journey shuro kia. Logo ne pucha, ki tum nahi yeh kise kia to humne batah diya. Humne aise start kia. Firt jay se jay se single image post haadede, fir carousel side, carousel smut haun hain bhoz zada struggle kia. Firt diri diri long short format hai, real side. To in that way, we just humne us carousel format se short form mein aage wo transition humne dekh hai ki kia se aate hain. But most of the that ab kia aate ki most of the content creators kia aate hain Instagram page pe hain. Lekin hum sit fahin hi tak limited nahi raha hain ha chate te. Humne kia kia humne ek community vana hi. Yair hum apne audience se na personal level pe connect hu na chate hain. To agar mereko aap unko fir example maini koi script pran karakin go di. Yair yeh hain. To maa chate hum kia tum hain wo script maa dedum khud se. To we have a telegram channel. Jaha pe lakh ho humane members hain. Abhi to agar tum hume koi aise document chahiye to maa tum hain telegram pe available karonga. Tum hain mucse baat karni hain. Maa dekh mere bas discord hain. Hum discord mein tum se baat karni hain. Haapse mein ek baar. Instagram be to hum value dehi rahe hain. To it was all like ki jaha jaha mere audience ko zarurat hain jis format mein hum waha par available honge. Tak ki mere audience ko kain bhi lag na lagin. Abhi hum ek jagin nahi hain. Yudio pe nahi hain. O bhi hum charur hain hain jali. To that's how our journey started from that fake video and then curiosity aur main content banata gaya. But ek constant cheez ye rahe ki mujhe kabhi bhi numbers na effect nahi gaya. I know most of the creators ko karthe hain numbers effect. Lekin mujhe amehsha effect gaya ki maa jye video banahonga. Isko edit karke kesa ho gaha aur disko post karne hain jo maza aega. Aaj jor maa topic banahonga ish pe video kaisi vani gahi. Script kaisi vani gahi. Meru hamehsha bo curiosity rahi hain. To hamehsha maa ne usi pe gahaan gaya. Beech mein ups and downs to aata hain yaar malab tum aata k chata yuk jaga phir nahi growth ho da. Lekin abhi tak ki I think one of the best journey I have aur maa gaya na chauan ki log kat na ki ye log ke jihon mein ups and downs aata hain maa gaya rahe hum mere baas aapse aapse aata hain. Kyuki ye time jo hai ye mera best hai. Aur community se engage hona. Meri kyaal se itni bhetri hain cheez hoti hain jab tum community se engage hoti ho. Kyuki aaj jor log meri post mein comment karta hain. Maa user name se bachan jata hain Xen last time kya comment kata. Maa usse itna familiar ho chukon. Hum gaya karta hain hum hum ek monthly give away karta hain to engage the audience. Mujhe nahi bata aur koi karta ho ki nahi. Jo bhi humare regular engage karne wale bande hain hum ko reward deta hain. Amazon gift card deta hain yaar kuch gadget waka raon go give away me deta hain. To isse kyao the kyaar hum ko lagta hain ki yaar ye bandha na sef followers ke li nahi khelra. Ye bandha hain reward dera hain. Hum engage karte hain tum sumoji raho basically tum ek comment karne ke liye kuch mil raha hain. To basically you are also paid to get engaged with our content. To ye cheez hum ne shoru bhi. To hum asse se garta hain aur aage aur bhi cheez hain jo hum ne fir apne audience ke saath kya hum ko personally kaha pe hum help kar sakte de jise placements mo unko help chee hain. Hum placements ka material to improvite kar aage denge. Tumare hain boards ki exam chal raha hain. Hum ne boards ka sara content deliver kya hum ko. To jise jise jo jo season aata hain hum usi ke according apne wo sub set kar lete hain. Aur ek jo ek last jise humne chal raha hain jo humne sbse impotente cheez deki hain ki ek real kyaise chalti hain aur ek real audience ko kyaise karte hain. Mul aateel so boot maaata hain information board luk dera hain. Mujhe laga hain ki boh ek structure hain jise roshan sir ne bhi gata hain ki ye short form hain aur logon ka timespan kum ho rahe hain. Yeah. To jise main laga hain ki jo startinga hain wo me hook dena bata hain. Fere hum pelle value de de aur ske baata hum ctr daal de de. Lekin ap jise jise short span hoata jaar hain aur wo change ho raha hain. Ab hum gya gara hain pelle hook dera hain. Fere ko ek ctr daal dera hain. Kyaar pelle humne koi hook dera hain ki ye website ek student ko pata ho nahi chee hain. Khi hook dera hain ki kahi missna ho jaa to seh kar lo. Shit value de di di kya kya hain. Aur se baat secondary city dea ki ache lagi toh ne story mein shere ho agar do. Toh poora real ka structure di change ho raha hain jise jise short loko ka jo short span of time ho raha and traction ka. Toh iss traise boh si chee samaj mein hain. Lekin agar summarize kare hain toh it's a fascinating journey boht maza aata hain. Reels aur aane mein scripting karne mein topics doon ne mein research karne mein it's a really good journey. Coming to you was it something which you always wanted to do? Or was it something else? Did you want to be a content creator from the start when it happened by accident? So I started my content creation journey when I was in college in 2019. And that time I didn't want to create videos. My main purpose was to do something related to tech. Because it's not that I just thought tech is the trending field so let's create videos in tech. I was into tech from last 15 years. I was very deep into technology. Like they just said I also used Android phones, jailbreak, iPhones and all these things. So I thought I will be making videos related to deep into tech. But then I started making videos on YouTube and after that I struggled for almost three years like in college when my friends used to go for parties and all those things at that time I used to sit alone like we rented a flat so I used to sit alone and make videos there and because it was very I enjoyed it so then when real started like in starting like in starting the short form content was on tiktok so after tiktok real started so the people who adapted reels in the starting they were very like that was a very good decision for them but earlier I used to think that reels is not a good thing like because the reputation of reels wasn't that good like so but then after that I realized that it was a very good decision to go into short form videos because like we all know the reach of the reels is it can be compared to any YouTube video or anything so I got into the reels and made reels for around six months and then I after that I thought why is my account growing I was on 3000 around followers I had on reels on Instagram then after that I like I gave my phone to my friends my family that why is in my account growing tell me what is it I I like I took my parents' phone I took my friends' phone I followed all the influencers from their phones to see their account and their content and my content and then I saw what I was doing so at that time my job was working as a software developer database administrator so at that time I was seeing that my YouTube graph was going down like and it because the thing I invested around three years in YouTube and I was seeing that the graph is going down so one day I just sat with my parents and told them that this the job thing isn't going to lead me somewhere because I wasn't enjoying it so so I just asked them if you think if you think that I should give them a little time I had not grown up at that time so they told me if you think you are ok then try and see so I told them I will have to leave the job once because I have to take a risk so they told because they saw that if there is so much effort and energy So they supported me, parrots too, and then at that time I left my job and I started content creation, full-time content creation, and then I built my studio, and within one month of building my studio, I grew from 3,000 followers to around 100K followers. The sudden jump was in just three days from 5,200K followers, and next day from 100K to 200K, and then eventually it started growing, and now after a million also like the account is growing very good. So that's how it started. Thank you. So we all know now most of you have reached the 1 million followers mark already, and we all keep on hearing that that moment happens when the influencers videos go viral. So did it happen in your case as well? Virality, yes, in my first videos, first five videos went viral, and I didn't, I wasn't expecting I would be a creator, I'll get good views or something, but since it was, I was educating, which was something new to the audience like Adnir Malpakesh, so it got very good views, and in the first three months I got 300K on TikTok, I think two and a half months only, but then it got banned, and I had to restart from zero on Instagram reels, and that too came after, I think two weeks after the ban, so those two weeks were very difficult for me, because I got something very quickly, and it was very surprising, and then it went away also, right? So I thought that if I do something this time, I will diversify everything, I'll start my YouTube, I'll start with LinkedIn, Twitter, and everything, so after one week or so Instagram reel came, and I started making content on reel also, but since platform was different, so audience was also different, so I couldn't put the same content I was putting on TikTok, I had to differentiate myself or renovate myself, so I started making different kind of topics, and which were particularly about stock market, investing, personal finance, rather than educating audience about government schemes, which I was doing earlier. So on Instagram also, I got 600K in first six months, so 100K each month I got, but after 600K, like he said, everyone said they got stuck at a particular number, so I got stuck at 600K, and then it took me one and a half years to reach where I am today, 1.4 million, but I have no complaints with algorithm, just like some influencers blame algorithm, it has something to do with your mindset, because if I got stuck at 600K, so I wasn't well at that particular point of time, if I'm stuck at 1.4 million today, so I am dealing with some personal life, happiness you can call or issues, so that's why I'm stuck here, because I'm not focusing, I'm not putting all my focus on content, so I believe you need to be consistent and you need to enjoy it, you need to have mindset to keep it going and keep renovating yourself. Ask for a quick reply from each one of you, because we already got the buzzer. Same viral. Yeah, I mean you want to share about one viral video of yours, what's the back story behind it? So my true viral video was on YouTube, so at that time, in my growing phase on YouTube, I used to livestream every Saturday, so at that time PUBG was very in trend, so I used to livestream PUBG every Saturday with my friends and engage with my audience as well, so I started getting a lot of questions like how are you live streaming, what setup are you using and everything, so at that time I was using a very basic setup with a little jugard, so that's why I gathered all the information, actually that process I had learned from a YouTube video as well, so what it did was I researched four to five YouTube videos, which were coming in the top five search results, when you search how to do PUBG livestream on PC with mobile, so what it did was I did a lot of research, I picked out all the bad points that they had not covered, I made a perfect script and made a complete video on how to do PUBG livestream on your phone, and that basically, so I made a video and that video did not do well, you can say very underperforming video on my channel and I was like I got a little demotivated because people were not seeing the video, so what happened was around after one month, one month later what happened was that video started getting traction, so one day I was seeing that my follower is 50,000 and the next day my follower count was up to 70,000, so I got confused, how did the jump of 20,000 come overnight, that's when I checked the analytics and I found out that my PUBG video is doing very well and it's like currently at 4.1 million on YouTube and it's like the highest viewed video in my channel, but then that video helped me grow to 100k a lot faster than like any other video, your first viral video, so my first viral video was related to three apps which are not available on Play Store, so it was not, it was not my first million, it was my first three million, so it hit a three million and certainly I got to 20k, 25k followers within a week and it was my first video, I found out how my audience gets content, so I made three videos and it hit a three million and that was my, that moment, after that, as we analyze the content, we get to know what the audience understands, what kind of content they like and when the content is given for it, we don't know but it's our duty as a content creator, but if the followers are growing, we have to put it in the content, so that was my first million or first viral video. So, Jaya. First viral video, on YouTube, my first viral video was, it was related to how to enable call recorder in the Android smartphone, because I think the first viral video of any content creator is a video in a very specific niche, because like overall video, like koibhi jo broad audience ko target karthi hai, wo video ko bhi viral nahi jati, ek chote content creator ke liye, ko ispecific video hi utti hai, jo viral jati hai, to usi se uska channel growth hai, search results mein video aati hai, aur phir wo normal content banana issi se start karthi hai.