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When Shubham Patel left his IT job in Bhopal to become a freelance video editor, he had no idea he’d end up editing reels for some of India’s biggest Instagram creators. “I’m not looking for credit on posts,” he said, “but when my editing makes a reel go from 10K to a million views, it feels good to know I had a hand in that.”
Shubham is part of a growing tribe of editors, ghostwriters, VFX artists, and virtual assistants — the behind-the-scenes professionals who quietly fuel India’s creator economy. They work without the spotlight but are essential to the content millions scroll past every day.
Creators may be the face of the brand, but the people behind the scenes help build, maintain, and grow that presence. Editors shape how a story is told, making sure each piece of content feels sharp, consistent, and true to the creator’s voice.
Virtual assistants handle the daily hustle—from coordinating shoots to managing emails and brand deals. Ghostwriters help bring clarity and structure to a creator’s thoughts, especially when the content is long-form or idea-heavy. Together, they help creators show up more consistently and professionally, which is key to building an audience that sticks around.
Freelancing Ecosystem on the Rise
Ashok Agrawal, a content creator and educator who trains aspiring freelancers to work with digital creators, said these freelancing webinars and courses aren’t his primary income stream.
“Webinars are something I do for fun and for building connections with my viewer, honestly. It’s not a major source of income for me. Yes, we make around ?50,000 to ?80,000 from them—but isse jyada toh hum reel se kama lete hain,” he said, adding that his main earnings come from the four to five reels he posts every month.
While his content gave him visibility, Agrawal’s deeper focus was on shaping sustainable careers for freelancers. “Freelancing isn’t just a side hustle anymore. People are making ?40,000 to ?60,000 a month working with creators. One editor I trained now works with seven creators—he’s full-time and thriving,” he said.
He believes the invisible workforce deserved more attention. “Everyone sees the face on the reel, but not the team behind it. Freelancers are the engine. And today, creators are hiring faster than brands,” he said.
According to him, these roles became critical when real money was involved. “To be honest, most creators now know what works and how to engage their audience. It’s not us who need scriptwriters or editors for regular content. But when a brand is paying Rs 1 lakh for a reel, then you obviously need polished output—a scriptwriter, a VFX designer, a video editor. That kind of team comes in for brand content.”
The Rise of Collaborations
Pranav Nigam, Business Head (Music Marketing) at DOT Media, said: “Right now, the scene is working through collaborations. There are a lot of new-age videographers and cinematographers who have aced the vertical format, while many old-school professionals, who are stuck in horizontal, either don’t want to get into or are unable to adapt to,” he said.
Nigam pointed to creators like Camera Wale Bhaiya aka Soumesh Pandey and Joey’s Movie as examples of strong behind-the-camera branding.
“Joey’s Movie, with over 100K followers, has collaborated with names like Sejal Kumar and Dolly Singh—not because of a PR push but because her work speaks volumes,” he said.
However, for many other creators, financial returns didn’t match the effort. “There’s no significant monetisation. It’s a very negligible fee compared to what creators like Sejal Kumar earn,” he said. “But if someone like Sejal tags Joey’s Movie, it gives that back-end creator visibility among the right brands. And that opens doors.”
Freelancers Must Think Like Studios
Nigam said scalability was key for freelancers who wanted to thrive in the long term.“Sooner or later, they’re going to turn into production houses of their own. I’m 100% sure of that,” he said.
“At the end of the day, they’ll have to become a production house because freelancing doesn’t give assurances. Right now, a freelancer might shoot two projects a day, but to run a household or play the long-term game, they need a finance team, payment cycles, and regular collaborations,” he added.
He cited the journey of Chirag, a videographer who now works full-time with DOT Media creator Sukku. “We brought in Chirag right after college. He was passionate and consistent. Today, he handles all of Sukku’s production work. If freelancers find their sweet spot with two or three creators, that’s how they build a future,” he said.
Asked whether big names were essential to scale up, Nigam replied: “I think the work speaks for itself. If the work is good, they can charge well. Yes, there’s a big disparity between seasoned videographers and those just starting, but it’s not always about popularity—it’s about quality.”
Nigam highlighted creator Navrata, who leads DOT Media’s microdrama IPs across branded campaigns. “Navrata is a one-woman army. She writes her scripts, edits the content, plays multiple characters, casts other side actors, and handles production herself. Her videos have crossed over 200 million views,” he said.
“And she’s doing this all without a team. That kind of output, passion, and self-reliance deserves recognition. The right PR could change everything for her,” he added.
Her vision, he said, extended beyond screen presence. “She doesn’t just want to be an on-screen face. She wants to be a writer-director and mentor. We want to support her through workshops and exposure, where she can pass on her experience and elevate other creators who work behind the camera.”
How Much Money Is In This, Really?
While top content creators are pulling in impressive sums each month, the freelance talent powering their content often earns a fraction—but for many, it’s still a viable career.
Nigam offered insight into the income gap, “A creator working with tier 2 or 3 audiences, with consistent branded content through DOT Media, can earn ?8–10 lakh a month. Someone like Sukku, who appeals to tier 1 brands, can make ?10–15 lakh a month,” he said.
In contrast, those behind the camera—like editors, VFX artists, and videographers—are making comparatively modest sums, though still lucrative by freelance standards. “Shoot fees alone can go up to ?20,000. Package deals work better. But ultimately, they need structure, recurring work, and creator tie-ups to run it like a business,” he said.
Despite the disparity, Nigam stressed that value lies not just in output but in how the ecosystem supports every contributor—regardless of whether they’re in the spotlight. “Navrata not only collaborates with smaller creators, she also pays them out of her own pocket to ensure they get the right experience and value,” he said. “We’re not just promoting one series or IP—we’re building an ecosystem that respects every role involved.”
Real Impact
Avnish Yadav, Associate Lead Editor at Gozoop Creative, explained that while creators were the face of the brand, it was the behind-the-scenes crew that helped build and maintain their presence.
On how creators find their crew, Yadav said,“Most of the time, it starts with referrals. The creator network is tight-knit, and once someone delivers good work, word travels fast. That said, we’re seeing more structure now. Some creators work through agencies. Others build their own in-house teams. Freelance platforms like Fiverr or Upwork are still used, especially for quick gigs, but long-term partnerships usually come through trust and familiarity. The relationships vary—some begin with a casual DM and evolve into long-term contracts, while others start formally right from the pitch. It depends on the creator’s workflow and how big their operation is.”
While AI tools were making tasks faster, Yadav said the human element was still critical. “AI has definitely made things faster. You can generate captions, rough drafts, and even edit basic videos with smart tools. But speed doesn’t always mean substance. The real value still lies in taste, judgment, and cultural intuition. Editors know what feels right. Ghostwriters understand a creator’s tone and rhythm. VAs read between the lines, manage emotions, and solve problems before they escalate. As workflows get more digital, the human touch becomes even more important. The future belongs to those who know how to use tech to enhance creativity, not replace it,” he said.
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