I appreciate brands that give me authority to put my own essence: Jagriti Khurana on brand collaborations

Delhi: Content creators have increasingly emphasised the significance of creative freedom when collaborating with brands. Among them is digital content creator Jagriti Khurana, who values brands that empower her to infuse her own essence into collaborative content.

Moreover, her approach is to endorse products she genuinely believes in or that she thinks will resonate with her audience. Khurana said that she refrains from promoting items she doesn't personally use.

During the episode, Khurana said, “I have always had a passion for acting since childhood, but coming from a middle-class family with no background in the field, my parents were worried about where to steer me. To explore my interest, I enrolled in small dance classes. Then, I discovered TikTok and began creating content there, starting with simple transition videos like other TikTokers. Despite making initially poor-quality videos, I persisted for two years, amassing 400-500 followers and gaining confidence.” 

With a desire to showcase her acting skills through long-form content, she ventured into YouTube. However, just as she uploaded her first video, TikTok got banned, leaving her with minimal subscribers on YouTube and no presence on Instagram. 

“Feeling the pressure, I focused on building my presence on YouTube and Instagram and started uploading content first on Instagram, including a breakthrough rant video. This helped me gain traction on both platforms, ultimately propelling my career forward,” Khurana added. 

Furthermore, she mentioned that she prefers short-form content over long-form content.

She also said that in order to stay loyal to her community Khurana stopped following other creators and competitive content. 

“Previously, I used to watch numerous creators and create videos myself, particularly on TikTok. However, I began feeling stressed about trying to outdo others' content, which I didn't enjoy. So, I stopped watching competitive content and focused on infusing my own style,” Khurana said. 

 “I have a strong command of Punjabi, so I incorporated both Punjabi and Hindi into my content. This resonated well with viewers, as I didn't compromise my authenticity. By staying true to myself and avoiding comparisons, I have ultimately benefited. My mental peace remains intact,” she added.

While speaking about brand collaborations, Khurana stated that at times, she feels pressured to consistently promote videos.

“My approach is to endorse products I genuinely believe in or that I think will resonate with my audience. I refrain from promoting items I don't personally use. Authenticity is key for me,  I appreciate brands that give me the authority to put my own essence. However, it's often challenging to get brand approval for scripts, resulting in a lot of back-and-forth. Despite this, I strive to maintain authenticity in both my content and product promotions to foster trust with my audience,” Khurana said.

“Most brands appreciate the content I provide. They approach me because they want their product to be showcased uniquely in the video. Thus, I tailor the content accordingly. However, if I deem it necessary for a proper paid promotion, I decline it,” she added.

Watch full interview here: