Diversify or Disappear: Influencer Neetu Bisht on the future of content creation

When most content creators start out, they usually stick to a single genre—something that feels natural or gains early traction. Neetu Bisht—whose work may not be on your radar, but has certainly caught Prime Minister Modi’s attention—has over 4.6 million followers on Instagram and a YouTube community of 52 million. For her, sticking to just one genre was never an option.

In a country where the number of influencers has exploded from 9.6 lakh in 2020 to 40.6 lakh last year, the biggest challenge is no longer starting out—it’s figuring out how to stand out in an endless scroll of content.

Neetu explained that she’s dabbled in everything from comedy and cooking to fashion, travel, dance, and even gaming. She believes that in today’s creator economy, staying in a single lane is the fastest route to stagnation.

“When I began, it was just comedy,” she shared. “But I received so much love that I thought—why not do more?” 

She understood early that reach multiplies with range. 

According to her, content diversification was never optional, it was her survival skill, she adapted easily and channeled her energy equally, without leaving her old content style. 

“If you’re stuck doing one thing and it’s not working anymore, you’re not just losing followers. You’re losing energy, opportunity, and income,” she said.

This is especially important today, as creators increasingly double up as entrepreneurs. In a place where every niche is crowded, diversification isn’t just a strategy—it’s a way to future-proof your career, she explained. 

Beyond creativity, diversifying also brings in diverse brand collaborations. 

“When you have different content categories, brands come to you. You don’t even have to pitch,” she noted. “They know you, they know your audience, and they come prepared.” This also reduces creator fatigue.

When one genre begins to feel repetitive, Neetu shifts gears. “I got bored of beauty content at one point. So, I started exploring travel. Then gaming. It keeps things exciting—for me and for my audience.”

As per the Qoruz report, among the various categories, the gaming category has been the fastest growing. From having 1,01,000 in 2020-2021, today there are 4,67,000 influencers in this section—showing a 213 per cent rise. 

The report showed that the top three categories are fashion, gaming, and arts and entertainment, showing a threefold growth up until December.

In the fashion category, influencers have risen from 2,74,000 in 2020-2021 to over 4,70,000 at the end of 2024.

Neetu has been making content for more than 10 years. 

One of her biggest milestones was meeting Prime Minister Narendra Modi, a moment she called “surreal.” “I couldn’t believe it even as he walked in front of me,” she recalled. “That day is sealed in my memory forever.” For her, it wasn’t just a personal high—it was a validation that the content she poured her heart into had real-world impact.

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Neetu said she still treats each piece of content like a fresh experiment. “From the age of 17, I’ve never stayed in one place creatively. I always want to try something new,” she said. That drive to evolve, more than virality or numbers, is what sustains her.

For creators who hesitate to diversify for fear of losing followers, Neetu has a grounded response. “If your audience connects with you and not just your niche, they’ll stay. And if some leave, new ones will come for your other content.”

Asked about the role of the algorithm in her success, Neetu was clear. “I never followed the algorithm, really. I followed my gut,” she said. 

“Creators often chase what’s trending. But isn’t it our job to make things trend?” she asked, reflecting a mindset that’s helped her stay ahead of the curve.

YouTube's Affiliate Push and Passive Revenue

According to her, creators need to be aware of the platform they are using, the updates that are coming, and how they can use them for better content, reach, and earnings.

In October 2024, YouTube launched its Shopping Affiliate Program in India, a move that has reshaped how influencers monetize their content. It allows creators to tag products from platforms like Flipkart and Myntra directly in their videos.

For Neetu, who frequently showcases gear like gaming mouse or microphones, the affiliate model provides seamless monetisation. “I just tag my gear and it’s there for anyone to explore or purchase,” she explained.

Currently, creators earn 100% of affiliate commissions, but YouTube is expected to take a cut in the future. Commissions are calculated on the purchase value, excluding shipping, and even a simple click—without a purchase—can generate income. These affiliate links remain live indefinitely, creating passive revenue streams that grow over time.

Experts estimate affiliate conversions in the 2% to 5% range. That means for every 100 users who click on a product link, two to five may make a purchase.

For creators with massive traffic, the numbers can quickly snowball. It’s especially lucrative in beauty, tech, and lifestyle segments—categories where online shopping is habitual and trust in influencer recommendations is high.

The statement is accurate based on Kantar's 2025 report, which found that 67% of Indian consumers trust influencer recommendations more than traditional advertisements.

Neetu, however, emphasizes the importance of consistency and content quality over quick payouts.

“If the content is right, the money follows,” she said. “But if you chase money first, you lose the heart of why you’re creating.”

Gaming: India’s Next Billion-Dollar Beat

Among all the genres she explores, gaming has been one of Neetu’s most unexpected and rewarding pivots. Since launching her channel Neetu Gaming in 2023, she’s built a community of over 8.7 lakh subscribers with 507 videos to date. And she’s just getting started.

“I didn’t start gaming for the numbers. My husband gifted me a setup, and I just tried it,” Neetu shared. “Today, I have a gaming room that reflects my vibe. It cost around ₹5 lakhs, but it was worth every penny.”

Compared to fashion content, gaming demands serious upfront investment. “You can shoot fashion reels with a phone, but gaming requires a full setup—camera, mic, lights, monitor, software, and skilled editing,” she explained. The stakes are higher, but so are the returns.

Despite managing multiple YouTube channels and making content for years, Neetu still wakes up at 4:30 a.m., meditates, does yoga, writes scripts, and meticulously plans her shoots. “I write a schedule every day—what to shoot, what to edit, what to post,” she said. “It looks hectic, but I enjoy every bit of it.”

Even with a team in place today, she continues to write all her own scripts. For the first two years, she handled all the editing herself with her husband, which helped define her unique storytelling style. That DIY foundation made her process resilient and deeply personal.

Neetu doesn’t believe in creating content just to stay relevant. Every video, every reel, and every live session is driven by a personal goal. From day one, she set ambitious follower targets and tracked them relentlessly. “I used to write down my goals—10 million followers, 1 million subscribers—and then I’d plan backward,” she said.

Her advice to aspiring influencers is refreshingly practical: Don’t chase shortcuts, write everything down, and build your own structure. “You don’t have to copy anyone. Just figure out what works for you. That’s where real growth begins.”

As for what’s next? Without skipping a beat, she answered with a laugh: “Gaming! I’m going to play Kamla right after this interview.” And for one brand collab she dreams of? “Intel, for sure,” she said. “I’ve worked with Samsung. Now it’s time for something bigger.”