The desk jockeys who create content for fun

For 9-5ers, a second career as a social media content creator can be an outlet for creativity and a chance to network

- Reem Khokhar

Annshika Khurana, 24, began sharing her 40kg weight-loss journey on social media in 2020. Her simple recipes and fitness routine inspired people, and "fit.khurana," her Instagram page, now has a million followers.

Khurana spends a few hours planning content on weekdays and all weekend shooting material, which she posts four to five times a week. But content creation is not her full-time occupation. Mumbai-based Khurana works full-time in alternative investments at a global bank, and enjoys balancing both her roles. "I like the hustle culture that I'm working from 9 a.m. to 12 a.m. on most days, and that keeps me on my toes."

Several social media influencers juggle their digital avatars with full-time professions. Early starts and late nights, weekend travel, keeping up with emails and tasks while away from the office, and using long commutes for content planning are just some of the ways in which these individuals straddle both their profession and passion. But it can get overwhelming, and there is the risk of burnout.

"Content creation provides me a refreshing break for a couple of hours every day, after I'm done with my full-time job," says lifestyle and travel blogger Hrish Thota, 45. Digital marketing director at an IT company in Bengaluru, Thota started creating content 22 years ago on platforms like LiveJournal and Blogspot. Now mostly active on Instagram, his page, Dhempe, has over 200,000 followers. On weekdays, after eight hours at work, he visits new places, tries out new cuisine, shooting, and editing. He quit his jobs a few times over the years to devote some time to travel and content creation. "But I had to return to a full-time job due to financial commitments," he says.