Creator duo Nick and Carrie double down on long-form content, plan relationship talk show

New Delhi: Nick Sharma and Carrie Ou Yeung, popularly known as Nick and Carrie, are a creator couple giving scoops of their cross-cultural experiences to Indian audiences through Instagram and YouTube.  

With a staggering 11 million subscribers on YouTube and 3.2 million followers on Instagram, it is safe to say that the creator couple has cracked the code to making relatability go viral. Riding high on this love, the duo is now doubling down on YouTube long-form content this year.

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New IP brewing

In an exclusive conversation with BuzzInContent.com, Nick and Carrie shared that they are in talks to develop a relationship talk show IP. “That is a new thing that we are bringing later this year. We are working hard on the IP so that we can bring more positivity out there,” said Nick.

Elaborating on the same, Carrie said, “For us, it is not about chasing trends or riding waves; it is about nurturing the loyal community we have built. This year, our focus is on creating more YouTube long-form content because we aim to deliver higher quality experiences for our audience.” 

Winning Indian hearts with ‘desi tadka’

Nick hails from India, while Carrie is a native of Hong Kong. The couple, based in Australia, has a strong Indian follower base. Commenting on the same, Carrie attributed the success in India to her trying different Indian things. “I think a lot of the audience actually came from me trying different Indian things. And it has been a fun journey,” she said. 

Chiming in, Nick stated, “Over the past seven years, I’ve introduced her to many new experiences across India - making her travel, try new things, and discover different aspects of the culture. She brings her own genuine reactions and opinions to everything she experiences, and I think people love to watch that journey. They resonate with her experiences and find a connection through our content.” 

The couple also pointed out that the Indian audience is very expressive and passionate. “They either love you or they don’t, they are very vocal about it, especially in the comment section,” Nick said. According to the couple, wooing the Indian audience is “trying new things, being yourself, and entertaining them with humour in your content.” “It definitely needs to have that Indian tadka in it to truly resonate,” said Nick. 

Weaving ads with authenticity

Nick and Carrie have associated themselves with multiple brands. Elaborating on what goes behind engaging with or endorsing a brand, Nick highlighted that the couple’s content is primarily driven by a storyline or everyday life moments. “Hence, it is very important for us to work with brands that naturally fit into our lives and products we genuinely enjoy using,” Carrie added. 

According to Carrie, the more a brand is integrated into a storyline in a subtle way, the better it works. “The main concept is that an ad should not look like an ad. It should feel like a natural part of the story,” she stated. 

Nick contributed to the conversation, saying, “If a brand gives creators the freedom to craft content and storylines that resonate with both their audience and the brand’s message, things tend to monetise naturally.” 

Building bonds, not followers

Nick and Carrie believe in creating a community, rather than gaining followers. Carrie tagged it “very important” to talk back to the followers and seek their feedback. The couple claims to be riding on the practice of asking their followers what they want to see next. 

Zooming in on this, Carrie said, “I think we often forget that being online means it's a two-way conversation. It's so important for us to engage with them, ask for feedback, and listen to what they have to say. It’s not just about us sharing our opinions; there's a person on the other side, looking at their phone or device. Their input matters, and it's crucial to acknowledge that.”