I have learned to put myself in the shoes of the person I am catering to: Shruti Arjun Anand

Shruti Arjun Anand
SAMMIE

With 2,742,028 subscribers on her YouTube channel, Shruti Arjun Anand truly knows what it takes to be a YouTube star and how to leverage the platform to it’s best.

From Fashion to Fitness to daily life situations and relationship talks, Shruti Arjun Anand has been vlogging since 2012 and there was no looking back. For her Youtube started out as a hobby and has come to owning a beauty company.

Here’s Anand in her own words about her journey so far, the content creation process and much more.

Looking back, where did it all begin?
 The creative bug had caught me early and had always been a creative child. Being from a small city you had to get really creative with everything especially fashion so i would Chop up laces and attached them to shoes or old kurtas and did the whole DIY thing to make them more fashionable!
YOUTUBE started out as a hobby and a way to make friends when i moved to the US. It was a big change, new place, new rules and no friends LOL so i had a lot of free time on my hands. I REMEMBER bright as day, the first video that I uploaded on youtube. It was a hairstyle video and i was extremely nervous. After first few tries i finally got a hang of it and that led to good responses from people. That is what pushed me to make more videos.

What is your USP in this cluttered space? How does your content give you an edge?
The key is to know exactly the thought process of the viewer so that I know what would they want to see. Over the years I have learned to put myself in the shoes of the person I am catering to, What is it that would tickle their funny bone. Also off late I have been trying my hands at comedy! 2 different genres on the channel BUT then there’s something for everybody!! Though, keeping content for multiple genre is tough but it also helps me to cater to a wider audience.
https://www.youtube.com/watch?v=5w1ZR4q3QVI
Please take us through your content creation process. How do you stay relevant and relatable? 
It’s a multiple step process –
  1. Research – On what is trending, what does my audience want ? and what i haven’t worked on in a while. Since i have been working on makeup and comedy i get the option to work on either.
  2. Ideating – I will draw out a quick draft, pen down my thoughts and dialogues.
  3. Scripting – I usually sit down with the boss man and directors and others (the more the merrier) Tell them about the idea i have in mind and see if it is worth working on.  Sometimes different people give you different ideas for the same topic. Gives the script a nice twist! Also working alone gets kinda boring. The audience chooses what you make. It is not about staying relevant but about doing what your audience wants! If they don’t like it then you aren’t relevant.
  4. Production – Shoot, Edit, GoLIVE.
How do you rake moolah with your efforts? 
Youtube Adsense and brand deals.
How do you maintain editorial objectivity with the influx of brand briefs?
In one word i would say By being SELECTIVE! Testing out products for myself before going ahead with creating a video around the product.  Organically incorporating the product in the video and highlighting what i like best about the products.
One instance/experience that made it all worthwhile
Instances. Numerous instances made it worthwhile. From a subscriber telling me that she watched all of my makeup tutorials before her wedding to do her makeup on her own to other subscribers crying on meeting me, telling me that meeting me feels surreal! It fills up my heart. All the love and sometimes even hate makes me feel like i have achieved more than i set out to.
Weirdest brand brief/request ever
Brands come to you with an objective. I wouldn’t blame them! They are out to have their product to be known in the world through you BUT at times what they don’t understand is that they aren’t the creators! They end up being pushy and the fact the we  understand the audience better. Sometimes leading to killing the creativity!

Also Read: Interview: Influencers should remain true to their niche and stay objective: Monish Shah, Influencer

If not blogging, you would be? 
Probably would be slaving away at an MNC as a software engineer!
A day in your life….
The average day would see me running after my daughter to get her to school and then getting myself ready and heading off to work! Work ends sometime around 5-6 or 7!
Message/tips for upcoming bloggers
Be passionate about what you are doing! Know your audience!
Your Favourite YouTuber?
There are so many but if I need to pick one it would be NikkieTutorials.
The Future you foresee for your Personal Brand
I do have something planned! Don’t forget to subscribe to my channel and hit that bell icon to stay tuned and get updates. lol

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