Reaching the milestone of 3 million subscribers on Youtube and raking in 955k followers on Instagram, MostlySane is the most sought after infleuncer and a hit Youtuber of our times.
The 25 year old started her journey in the content world as a Radio Jockey and went onto venture on Youtube with familiar content creation.
Amalgamating every day life situations with humour, the video blogger has collaborated with fellow YouTuber creators like Collins Key, BB Ki Vines, BeYouNick, Gaurav Gera, Shruti Arjun Anand, Ashish Chanchalani along with mainstream Bollywood actors like Saif Ali Khan, Ayushmann Khurana, Kajol, John Abraham and Manoj Bajpayee.
In this candid conversation, Koli narrates her journey to becoming MostlySane, the video content creation space, collaborating with brands and much more.
Looking back, where did it all begin?
It all started around three and a half years ago when I released my first video. The plan was always to be a radio jockey and that wasn't working out well. I had started doing a night show besides being a producer. That’s when I met Sudeep of One Digital Entertainment. He told me they create a lot of content on Youtube and feel like my kind of energy can work. He gave me his card and asked to co-ordinate later. I ignored it for a while as what I had in mind wasn't working. But later thought let’s start it as a hobby. And that's how randomly it all started.
What's in the name?
I really wish I had a better answer to this but MostlySane is the first thing that came to my mind. It was all like the channel is going live tomorrow and we needed a name then. It wasn’t a very thought of conscious effort but I feel like it makes more sense now.
What is your USP in this cluttered space? How does your content give you an edge?
Relatability. I really like the play for the reliability factor. I have always said this, I am not a fan of comedy. I can't write jokes and make that happen, in fact I can't even write scripts. I just write ideas, pointers here and there but I never had scripts.
If someone watches my video and might not really laugh because it's a funny thing to say, they laugh because it’s the exact same thing that happens with their life and it's too funny. If it’s not personal to me I cannot write the content, haven't explored fiction yet. But I enjoy watching fictional content and also producing it. But it doesn't come very naturally to me because I sort of rely on the experiences bit first.
Please take us through your content creation process. How do you stay relevant and relatable?
There are few things that happened in everyone’s lives, everyone goes to college, everybody fights with their parents at home, they lie, these are few things that are pan border, religion or culture. Everyone relates to it, even if you have crossed that age and have experienced it or you are at that stage where you are experiencing it. I get a lot of DMs from kids telling me that they watch a lot of my girlfriend- boyfriend videos and feel like dating.
So there are some things that just dive across ages and genders. Also I have an amazing team who checks all the content before it hits the social world.
Youtube monetisation. There's a lot of myth outside that says with every subscription you get a dollar or same with view. My channels has some 250 million views and I do not have that many dollars. It’s basically the number of times the ad is viewed on your channel. It takes some time to set the ball rolling. Many people think that ‘Youtube pe aake 2 viral videos banado, bohot paise milengey’. It’s not the case. For a year and a half I was hardly earning anything. Later on, brand start getting along and I am blessed with a wonderful team who know what they are upto. The sustainability comes eventually.
How do you maintain editorial objectivity with the influx of brand briefs?
The money discussion come much later. The content comes first. Brands come with a very traditional way of advertising. It’s like- 'Agar haath me product pakadkar becha nahi toh bikega hi nahi'. That is the exact opposite on digital. If this happens, the channel loyalty and views go down. It affects badly to the brand and the creator. If there is a conflict in understanding the main objective, is the brand does not very smoothly fit into the content - then there is no negotiation. Luckily, all the brands that I have associated with have met me halfway and telling me what they expect and we reverting them what and how can we deliver it because audience mere paas hai. We are reaching out to the audiences who i have worked very hard to gain. I know exactly what my audience likes, how smart they are, Sometimes brand think - ‘Aree inko kya pata chalega’. It has to be a collaboration and not a hiring as the face of the brand.
Weirdest brand brief/request ever
“Hey, we want to make a viral video with you”. And I am like it does not work like that. If every creator had the formula of creating a viral video, sabke videos no.1 hotey.
If not blogging/content creation, you would be?
Radio Jockey
A day in your life....
The beauty of my job is that not one day is similar to the other. I get to travel a lot and meet a lot of new people. Usually it is get up, check the mails, travel then shoots and meetings- come back late at night unless there are any events. Everyday is very different.
Message/tips for upcoming bloggers
There are two things. Many youngsters believe that there is a lot of competition already and now if we create the videos who will watch it. Yes, there is competition and even more than it was two years ago. But now is the right time. The only thing, when you start off with YouTube, is content. I see so many young people saving up for cameras and laptops. I say- you don't need a camera and any equipment- all you need is content. As long as your content is audible and relevant and visible, I think you are good on Youtube.
Your Favorite Influencer?
I never have one favourite influencer and they are all my friends. But I absolutely love Bhuvan, Ashish, Be YouNick, BeerBiceps.
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