India’s micro creator base is growing, but payment delays remain a pain point

“A creator may earn ₹1–1.5 lakh in one month and then have very little paid work the next month. Campaigns can get postponed, budgets can change or approvals can take longer than expected. For example, a creator may have three campaigns lined up worth ₹30,000 each, but if two are pushed to the following month, their expected ₹90,000 income suddenly becomes ₹30,000. Their costs, however, such as editors, equipment, travel and production, continue,” said Sanya Bajaj, co-founder at Crack’d, an influencer marketing agency.