Indian brands bring creators in-house, sidelining agencies as roles grow 9x since 2020
Companies are hiring influencers, video editors, scriptwriters and 'doomscrollers' on payroll instead of contracting agencies. Creator-linked postings have grown 9x since 2020, with brand coordinator roles up 34.5% in 2025 and video editors up 21.7% in Q1 2026. Salaries range ₹3-12 lakh, with top influencers earning up to ₹10 lakh.
Indian brands are increasingly hiring content creators, influencers, video editors, scriptwriters and 'doomscrollers' in-house instead of using agencies. Creator-role postings grew 9x since 2020, with salaries of ₹3-12 lakh competing with traditional marketing jobs.