With the allure of flexibility, creative freedom, and the potential for significant income, more individuals are being drawn to the idea of full-time content creation. However, this career path comes with its own set of responsibilities and challenges, from managing content schedules to navigating brand collaborations and cultivating an authentic online presence. 

For full-time creators, content creation isn’t just about sharing posts; it’s about building and maintaining a brand, connecting with audiences, and staying relevant in an ever-evolving digital world.

The digital marketing landscape has transformed dramatically in recent years, with a notable surge in the content creator space. Social media platforms are increasingly populated by influencers and creators who engage audiences with a diverse range of topics, from lifestyle and fashion to education and wellness. 

This phenomenon is global, fuelled by the rapid rise in platforms that facilitate content sharing and engagement. A recent study highlights this trend, revealing that there are currently around 27 million paid content creators in the US alone. Significantly, nearly 44% of these creators – approximately 12 million people – pursue content creation as a full-time profession, a number that is only expected to grow.

In light of the rapid growth of influencer marketing and the certainty that this industry is poised for continued expansion, The Sunday Morning Brunch reached out to a number of local influencers, including several who work as full-time content creators, to gain insight into their experiences and perspectives. 

Brunch aimed to understand whether it was truly feasible to pursue digital content creation and ‘influencing’ as a sustainable full-time career. The creators shared valuable insights into the realities, challenges, and rewards of their journeys in this dynamic digital space.

‘It takes real commitment’

Thanuja Jayawardhana, known on social media as Lola, offered a candid perspective on the journey to becoming a full-time content creator. “You can’t just wake up one day and decide ‘Okay, I will now do this full-time.’ On YouTube, there is monetisation, but on other platforms, income comes primarily through brand collaborations,” she explained. 

With 14 years of experience in the corporate sector, Jayawardhana was well established before deciding to explore her creative side professionally. “I spent about a year building an online presence while still working, starting with smaller gigs that gradually came my way.”

Her background in banking helped her make the transition by managing finances strategically. “It was an adjustment,” she noted. “I was used to getting a monthly salary and corporate perks, but I knew I needed to establish myself as a sustainable content creator. That meant investing time and making some sacrifices.” 

For those considering content creation as a career, she advises having a clear plan and a passion for the work. “No one else will motivate you – you’re responsible for maintaining engagement and ensuring your audience returns because you’re providing them with something valuable.”

Jayawardhana observed that influencer marketing had evolved significantly. “We’re not just creating commercials; we’re selling an experience. Influencers are held responsible and accountable, and credibility is everything when representing a brand,” she emphasised. 

For aspiring full-time influencers, she offered a reality check: “It’s booming in Sri Lanka, but you can’t just dive in without a backup plan. You need to stay up late, invest effort and money, and build a personal brand. There’s a misconception that influencer marketing is easy or glamorous – some influencers do sell glamour, but the job itself isn’t glamorous.” 

Reflecting on her own journey, she added: “To be honest, I earn more than I did as a full-time professional. So yes, it is possible, but it takes real commitment.”

Being genuine and authentic

Chethana Ketagoda shared her insights on the possibility of full-time content creation in Sri Lanka, noting that while it hadn’t been feasible as a primary career five years ago, it had become viable by 2024. 

“Yes, you can be a full-time influencer in Sri Lanka,” she affirmed. “I’m a full-time content creator, and many of my creator friends are as well; most people have actually quit their jobs to do this full-time. But it comes with a certain level of dedication and conditions.” 

Ketagoda emphasised that regardless of the genre – whether lifestyle, travel, infotainment, or music – success in digital creation required discipline and consistency.

“The number one rule is to have discipline and a content plan for the entire month or year. It has to be done consistently; discipline is key,” she explained. She likened building a personal brand to starting a business from scratch, highlighting the importance of having a unique voice and relatable content. 

“The audience needs to know that you’re there, that you have something genuine and authentic that leaves a mark in their minds. Influencers influence people, and you need to be relatable and build a real relationship with your audience,” she added. 

Ketagoda also pointed out that audiences were now highly discerning, able to distinguish between creators driven solely by monetary gain and those who genuinely invested effort and authenticity into their content. “People know who’s genuine and who isn’t. It’s your job to create a genuine audience and promote trustworthy, authentic products.”

For those considering a full-time career in content creation, Ketagoda offered a balanced view, acknowledging the rewards as well as the challenges. 

“If you’re able to pull it off and build your brand with all these factors, you can absolutely be a full-time content creator,” she said. “It has its perks but also its negatives. Not everyone will like you, and you have to accept that and focus on building genuine relationships.” 

With brands increasingly investing in digital marketing, she believes the industry is only set to grow, although success requires substantial effort. “Yes, you can be a full-time creator, but you have to put in a lot of effort.”

‘The sky’s the limit’

Eric Heinrichs, a full-time content creator, expressed his strong belief in the viability of content creation as a career in Sri Lanka. “I definitely believe content creation as a full-time job is viable in Sri Lanka,” he affirmed. 

Reflecting on the industry’s potential, Heinrichs shared that he often encouraged young people to explore content creation as a side endeavour. “We encourage many of our friends who are 5-10 years younger than us to get into content creation at some level,” he said. 

He further emphasised that content creation was not limited to specific fields or professions, noting that anyone could contribute unique insights to the digital space. “Content creation isn’t limited to one field; anyone can create content – construction workers, tailors, athletes, students. The sky’s the limit!” he remarked. 

According to Heinrichs, there is a growing audience eager to see the diverse experiences and professions that shape everyday life. He explained how the process often naturally led to sponsorships and brand partnerships. 

“This, in turn, can easily blend into paid sponsorships related to their field of work, like an athlete sponsored by a shoe brand or a construction worker sponsored by a tool brand,” he explained. With time, these part-time collaborations can evolve into full-time opportunities, allowing individuals to focus on content creation while staying true to their interests.

Heinrichs sees immense potential for Sri Lankan youth in this space, urging them to give content creation a try. “I think there’s a massive opportunity in content creation for the youth of Sri Lanka. I would encourage everyone to at least consider giving it a try. They could surprise themselves as to where it could take them,” he said. 

His optimism reflects the opportunities available to aspiring creators and the ever-growing appeal of relatable, real-world content across various professional and personal domains.

‘More difficult for niche creators’

Sonali Silva, who balances her corporate career with philanthropic work and modelling, offered a candid perspective on the realities of pursuing full-time content creation in Sri Lanka. “Full-time content creation in Sri Lanka is challenging but achievable for certain types of creators,” she explained. 

According to Silva, those who succeed often cater to mainstream topics that attract wide audiences, like entertainment. “Creators working in these popular genres are more likely to attract regular brand sponsorships and collaborations, which form their primary income stream,” she added. This broad appeal allows them to secure the partnerships essential for maintaining a stable income.

For niche content creators, however, the situation is more complex. Silva highlighted that creators focusing on areas like luxury, political analysis, cultural heritage, or niche interests such as art or horror storytelling faced additional challenges. 

“Making content creation a sustainable, full-time profession is more difficult for niche creators,” she said. This difficulty, she noted, stemmed from limited revenue streams in Sri Lanka, unlike in other countries where platforms offered built-in monetisation options such as YouTube advertisements, the TikTok Creator Fund, or Instagram bonuses. 

As Sri Lanka lacks these direct income avenues, content creators are heavily reliant on brand sponsorships and paid partnerships. “Sri Lankan content creators often rely solely on brand partnerships and sponsored posts, which are less consistent and harder to secure for niche creators,” Silva explained. 

This dependency makes income less predictable and adds financial risk, meaning that full-time content creation is most feasible for those able to attract a wide audience. “This reliance on external partnerships limits their income potential and stability, making full-time content creation more viable for those with broader appeal,” she noted.

Importance of transparency

As the field of influencer marketing expands, influencers face an increasing responsibility to uphold transparency and maintain the trust they have built with their audiences. 

Having established their platforms on genuine relationships and integrity, content creators must carefully navigate the balance between authenticity and the need to sustain their careers through brand promotions. Given that a significant portion of their income often derives from these collaborations, influencers must be mindful of how they engage in sponsored content without compromising their credibility.

This responsibility involves clear communication with audiences about sponsorships, ensuring that promoted content aligns with the creator’s values and audience expectations. By prioritising transparency and consistently sharing authentic content, influencers can foster trust while managing their professional obligations. Ultimately, for content creators to maintain both their careers and their audience relationships, striking a balance between transparency and commercial partnerships is essential.

When it came to disclosing brand collaborations, Jayawardhana emphasised the importance of maintaining transparency with her audience. “My audience always knows when I’m promoting something,” she shared. 

Explaining her approach to sponsored content, she noted that many brands sought an organic reach, often asking her to try their products and share her honest opinion. “There are numerous times when they say: ‘Give this product a try and give us your honest opinion,’ and if I genuinely can’t endorse it, I’ll say: ‘I’m sorry, I can’t go through with this.’”

Jayawardhana’s commitment to honesty has earned her a reputation for only sharing products she truly believes in. “I’m known for sharing an authentic experience,” she explained, contrasting her approach with influencers who might simply announce a product’s availability. 

She also makes it clear to her followers when a post is a paid promotion. “Even if it’s a paid promotion, I make it clear to my audience. They can usually tell, as I tag the brand’s page and direct them to it,” she said. For Jayawardhana, maintaining transparency with her audience is key to fostering trust and authenticity in her content.

Heinrichs too underscored the importance of transparency in sponsored content, emphasising that full disclosure was a priority. “I feel that’s very important,” he stated, explaining that most of his sponsored posts included a clear ‘paid partnership’ label. For Heinrichs, this practice not only maintains honesty but also respects the audience’s right to know when content is paid for by brands.

He also noted: “The only time we might not do so is if we genuinely feel our audience will enjoy the content regardless of the sponsorship and if it doesn’t feel too ‘in your face,’” he said. Even in such cases, Heinrichs believes it’s usually best to label posts for transparency’s sake. This approach, he explained, built trust with his audience by ensuring they were always aware of promotional content.

Silva echoed the importance of transparency in brand collaborations, emphasising that content creators had a responsibility to clearly disclose paid promotions. “I strongly believe that content creators should disclose paid promotions, as it maintains transparency and trust with their audiences,” she said. 

According to Silva, audiences appreciate authenticity and respond more positively when creators are upfront about brand partnerships, as it respects their right to know when content is influenced by sponsorship.

She also pointed out that disclosing paid promotions aligned with ethical standards, enabling audiences to differentiate between genuine recommendations and sponsored content. “In practice, this means clearly labelling paid collaborations – using tags like ‘ad’ or ‘sponsored’ – and making the nature of the relationship with the brand evident, either verbally or through tags,” she explained. 

As the Sri Lankan influencer industry continues to expand, Silva believes that transparent disclosure will be essential. “It’s crucial to maintain the industry’s credibility and strengthen the bond between creators and audiences,” she concluded.