Creators earn through monetised content, affiliate marketing, merchandise, branded content, and platform-based revenue or in-video ads. Besides, social media influencers are also being introduced to new avenues of monetization. Micro-influencers (between 1,000 and 10,000 followers) earn an average of USD 1,420 per month while mega-influencers (more than one million followers) make USD 15,356 per month. A tier I digital creator like Dolly Singh charges INR 5-6 lakh for an Instagram video and INR 3.9-4.7 lakh for an Instagram Reel. Cricketers like Virat Kohli earn about INR 5 crore per Instagram post. YouTuber Ajey Nagar, popular as Carryminati, earns around INR 10 lakhs a month from YouTube advertisement views alone. On YouTube, creators can earn through pre-roll skippable ads, super-chats, super-thanks, subscription costs, etc. Advertisers narrow down influencers for their campaigns based on their follower count, content, genre, engagement rate, and relevancy of the audience. Advertisers usually prefer hiring a bunch of micro-influencers instead of tier I creators with huge followings.