Mumbai: As the digital economy continues to grow and thrive, an increasing number of people are launching their own businesses and exploring the opportunities to make and sell their own products. Creators can be found in almost every industry, from fashion and beauty to gaming, art, video, music, design, even food. Companies realise that creators & influencers are the future and they help them to reach their target audience.

One such industry is Animeta, a Singapore-based creator tech company, which focuses on creating & nurturing digital creators by helping them grow their communities & maximize their earnings across multiple social media platforms & customized brand solutions through the proprietary Animeta AI-based Self-Service Creator Tech platform. The company offers Financial Investment, Data Analytics & Business Intelligence, Content Strategy & Creative Supervision, Brand, PR & Social Media Expertise in addition to data-driven, result-oriented & authentic brand campaigns to content creators. 

Indiantelevision.com caught up with Animeta CEO Devdatta Potnis to know more about how the company helps the digital creators in achieving their goals…

Edited excerpts

On the vision behind creating Animeta 

Animeta is a creator first company. Creators are at the center and our vision is centered around introducing the studio model to the creator economy. We aim at introducing in the burgeoning creator economy products and solutions like BRANDSTAR and our AI buddy, creator app ANI. BRANDSTAR, our AI-enabled influencer marketing platform, ensures high return on investment by enabling brands to discover and execute campaigns with the most relevant creators through advanced data-driven techniques. Another notable product is ANI is a creator content app that provides valuable recommendations, video ideas, trending content insights, channel growth strategies, and overall optimization guidance to creators.

What makes our journey truly rewarding goes beyond the fact that we are building a business in one of the rapidly growing or in better words sunrise sectors. It is the fact that we are actively involved in an enabling and empowering business, which forms the core of our company. We take great pride in fostering the growth and success of talented individuals in the creator economy. This vision has been the driving force behind Animeta from its very inception. It all started with this thought.

On Animeta catering to the increasing diversity of content creators in today's landscape

Digital and social media is a democratized landscape. Content and creators are not bound by any genres or formats. That being said, creators specialize in certain forms of content and certain formats perform well. Here Animeta comes into the picture. We actively focus on 16 genres including food, fashion, science, technology, comedy amongst others.  To ensure the success and growth of content within these genres, we have assembled a team of domain experts. These experts possess specialized knowledge and expertise in their respective fields, allowing them to provide valuable insights and guidance to creators. While technical infrastructure, such as upload frequency, thumbnail quality, SEO etc. forms the foundation of our approach, we also emphasize the importance of the "X factor" – the art of storytelling. This is where our domain experts contribute their unique perspectives. By finding the perfect balance between science and art, we can effectively shape and present content in a compelling manner, adding diversity to the genres. For example, they might suggest incorporating comedy into a fashion piece. 

On specific tools or features does the platform offer to assist creators in realising their creative goals

One of the crucial observations we have made is that creators often encounter obstacles when it comes to content planning and production. It can be a time-consuming and challenging process, requiring hours or even days of preparation for a mere 30-second content piece. Animeta eases the work flow of the content creators using tech to give ideas, helping in quick execution methodologies and overall helping them in creating efficient processes and enabling them to overcome any hurdles they may face. We ensure that their ideas are not bound by any execution issues. As we discussed earlier, we have products like BRANDSTAR and ANI which are huge enabling factors in creator journeys. We create creator centric products which help creators achieve their creative goals with original ideas, and create a sustained revenue pipeline and sources. This ensures longevity of their career and enables them pursue a creative career. 

On Animeta providing opportunities for creators from Tier 2 and Tier 3 cities, helping overcome geographical barriers and enabling these creators to access a global audience

The democratized creator economy holds immense beauty in its ability to transcend geographical limitations. However, language can still pose a significant obstacle for creators. We actively address these challenges through localization efforts, ensuring that content can be adapted appropriately across languages without losing its essence. By doing so, we empower creators to expand their reach and connect with audiences. In our approach, we strive to bring a certain degree of semantics to the storytelling style and structure, making it universally relatable across different geographies. We draw inspiration from global streaming platforms that have successfully eliminated language barriers by focusing on the fundamental grammar of storytelling. By assisting creators in mastering this grammar, we place them on a level playing field. There is not much difference in creators from Tier 2 and Tier 3 cities, other than the fact that these creators are hungrier, have a higher entrepreneurial spirit that we enable them to harness. For Animeta, the geographical location of the creators does not really matter.

On Animeta ensuring AI technology applied ethically in a way that genuinely benefits creators

This can go on to be a lengthy answer for which this interview space will fall short. To summarize, ensuring right SOP’s being followed across all processes and loops is the only way to use AI efficiently. Ethics is something that needs to be followed at every stage, process and operating day, which is what we at Animeta believe. It is also important to note that the only way one can harness AI for the better is by following ethics and SOPS. That is how you avoid getting affected by AI’s potential perils.