Exclusive! I Admire Everyone Who Makes Content; It Requires a Lot of Guts: RJ Sukriti

In Sukriti's signature style, the interview was a delightful mix of boldness and fun. In an engaging conversation, Sukriti shared her content creation journey, how she crafts daily video ideas, handles online negativity, and much more.

Here's a digital superstar who's not content with just a front-facing Instagram camera – she's aiming for the big leagues with a cinematic lens. Read my full conversation with her to know about this talented star!

What inspired you to start your content creation journey? Did you always have a passion for entertaining and connecting with the audience?

It was a very seamless transition; I won't say that I always thought that I want to create content or something like that. Because I think now people decide thinking that they want to be content creators. But I think some time back, nobody thought that content creation would be like a whole new profession or a whole new career you can pursue.

So, I think one thing led to another with me. I was a radio jockey before I was a content creator and I used to host the afternoon show and then we used to have a lot of time on our hands after our show. So we were like what should we do? And at that time, Facebook videos had just started coming up so we started making videos on Facebook, So I'm a Facebook sort of a creator. So I started making videos on Facebook and then I used to upload them. Instagram was only limited to pictures, I believe then. 

Well, it was purely for fun I used to do a segment on my radio where I used to go down on the streets and just talk to people and then record their byte and play it on my radio show. So once I thought, I can do this in a video like a Vox Pop. My initial videos were Vox Pops only. So I used to go around and I used to talk to people and then come back, edit it, and put it out. So that's how it started.  So I thought, let's do something simpler. Like some videos such as 10 things that you are this or 10 signs that you are this. So I started making videos like that, signs you're a foodie or what foodies do or what child lovers do. So I used to make videos, which I used to shoot in the office and post them on Facebook. Then I started getting views on Facebook and then on Instagram, then we realized that you can upload one-minute videos. They were called IG videos. So you could record one-minute videos. So if I made a 4-minute video on Facebook, then I cut four parts of it and I used to put it one by one on Instagram. Then IGTV came in where you could put longer videos. So it was very seamless. Nothing was planned. I think one thing led to the other.

And then I realized that I started enjoying making videos more than I was enjoying doing my radio show and then that seamless transition happened. I left the radio. And then on Instagram, reels came up. A lot of things came up. Then I started my YouTube channel also. Still, I used to put these videos. So yeah. So when people say, did you always want to be a content creator? So I feel like I don't know how to answer that question because it wasn't planned or anything. It just kept happening.

You were in the IT sector. Can you share an incident or experience that played a significant role in shaping your influencer journey?

I did not join the IT company that I was placed in. When I passed out my engineering I got placed in an IT firm. But the date of joining was like probably a year later or a few months later. I had a year before my job actually started and my college was over. So I was like, what do I do in a year? and that was when Radio Mirchi did an RJ hunt that time. So I participated in that and then I didn't win it. Somebody else won it. But then I went back because I had one year and I said that I want to intern which led to my internship with them for about seven months before I was hired. So I didn't leave my IT sector in a sense because I never really went that far. 

I was enjoying my internship so much at Radio Mirchi that I was like, I have to do this. My mind was let's see where this path takes me. Majorly when views start coming. So that is a great motivation for you. It's like, you know, people are watching you. Somebody somewhere is watching you. So I think that is a great motivation to keep doing that.

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How do you come up with ideas for your daily videos and reels?

I observe a lot is what I think. And I'll go back to my radio. If I saw something today or I noticed something I will put that on my show. So I think relatability also comes through. Because I feel that if this has happened to me, then I'm sure it must have happened to someone else. Whenever I feel that there's something that has happened to me, even if it's like a list of the ideas that comes to my mind, I will write it somewhere in my notes section, in my phone notes, and note it down like a pointer. 

Later on, I would go back to those notes and refer to them. Initially, I used to feel that it was happening only to me, that it was relatable to me, maybe not to someone else. So I used to ask my friends, and they would say, yes and I would be like, yes, it happens to everyone. So I would make a content on that. So majorly it comes from there only, from observation. I think I feel that Indian families have a lot of content. We get a lot of content. A guest would come in or mom is saying something, dad is saying something, neighbors are saying something. So there's too much content around. A lot of people also, when we used to do the radio used to tell us that it's always important for you to go out as when you go out, you get a lot of ideas.

I think for many creators, a second thing has become to observe things and it just comes in subconsciously to what video should we make. Like I am talking to you right now while driving, now sometimes if you are talking to someone you get confused to switch between languages so this is also relatable. So recently we made a video about when we sing a song of congratulations so we say congratulations and celebration but we don't know what's next and everyone is making their versions. Like, if you keep observing things then you get content from somewhere.

Do you take responsibility for the kind of content you share on social media to ensure it doesn't influence your audience in the wrong way?

I tried and do that, there were two brand deals that I didn't do as they were coming in the body shaming space and I think the deal was almost done and the brief came in later. When I read the brief and I was like this is purely body shaming I will not do it. I remember the brand also got on a call and they said if you can twist it in some way. I felt like it was still the whole umbrella of it. I think this is where the influencer word rakes its meaning so I think, are you influencing people in the right way? It is a question that I keep asking myself so, in fact, there are certain issues that I feel strongly about and make videos about them. I write it in a little rhyme scheme sort of a manner. I would talk about that like 'periods' for example. I think these are some issues that I feel strongly about so I would want to talk about I feel that when you've gotten this platform when you have a platform why not use it the right way? 

Once in a while if you feel strongly about something then why not put it out? I would want to do that and again, I don't want to hurt sentiments so even when I script my content, I would consciously make an effort that I hope it's not affecting any sort of community or anything so true.

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How do you handle the success and attention that comes with your viral videos? How does it impact your approach to content creation?

I feel like I think your family always keeps you grounded I think your family and your friends would always show you your status like don't be in the limelight. Also, It's nothing like that I feel like I don't consider myself very successful yet So I don't have the right answer.

Probably I've been making content for a lot of time now, when one reel goes viral, it's on your head I don't feel that because I know that every reel is treated like new content for everybody, and because of one reel no one will follow you, nobody will become your fan or follower just because of that one reel that you did. I feel it's like a Relationship that you sort of make with your audience that just definitely comes if you keep giving them content that they like or just putting up relatable content. Of course that one viral reel helps people to notice you. Probably people will notice you but that sort of relationship to maintain with your audience I think doesn't come from that one reel. It affects because the pressure increases that one got so many views I don't know if it will come on the next one I don't know if it will one people like. The pressure comes that you have to match up to that one benchmark that you created for yourself. But at the same time, I treat every day as a new day and I feel what should I make today. I have also realized that all the reels that have probably done better numbers are ones that I have also enjoyed making, So I think the pure joy of making content I think should always be there More than whether it has gone viral or not.  

Is there any influencer whom you consider a strong competitor or individual you admire within the industry?

I know it's gonna sound very cliche but I admire everyone who makes content if they've been making content for years or they've just started it requires a lot of guts. I think putting yourself out there to think of content you know requires a lot of dedication to keep creating new content and they are like heroes to me. Competition is everywhere. I was discussing with one of my friends also that in this content creation, there is no hierarchy like in a job. There's a hierarchy right that first you are a junior manager then you become a senior manager. But content creation is you're all there at the same position so you know you're just creating content everybody is there is no hierarchy so everybody's competition.

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If you look at it right so that's the fun of it right that's how you just keep at it and you know that's how you want to stay relevant because every day there is a new competition coming in so you know I think that this is also good and bad about it because competition is coming every day so it's also negative but it's also positive because that's sort of making sure you're pulling your socks up and being relevant.

How do you engage or interact with your audience? Can you share some strategies or approaches that have helped you build a strong connection with your followers?

Again relatable content I think is sort of that one thing that binds you together and you know I think stories, I am not very active on stories I want to, I try to so I think on stories you can build a relationship with your followers. Show them your natural self, your real vulnerable self you should show them there is no harm because everyone is the same at the end of the day. If you show them your real self I always try and stories I always try and be as real as I can even in my content, I feel like I try to be real. I think that helps if you are your real authentic self you would have that bond sort of will be there and then Q&A you ask them questions, and you make sure that you know your reply to their DM's because they have taken out they took a second to DM you but at least they have given that 1-2 seconds of their life to you so why not acknowledge that somebody has commented, some people also give me feedback which is also great because. I feel they give feedback like this was not good or this was not fun, you could have done better also. It's very important to take it constructively because they are genuinely giving you feedback so why not take it?

How do you handle criticism or negative feedback from your audience? Do you have any strategies for maintaining a positive mindset in the face of online scrutiny?

I feel that when you are putting yourself out there on social media you have to be fixed in. You have put your content on a free medium so all types of people will come to you and all types of opinions will come you have to be ready to accept it. Initially, it used to make a lot of difference to me I used to feel very bad when someone used to body shame me or people write anything to me as literally there is no filter true initially I used to feel very bad. I used to delete every single comment I still do it at times when I feel very bad, so I would go on and delete it. Restrict that one particular person to comment. But later on, I realized that if there are 10 negative comments there are also 90 positive comments. Those positive comment people used to start fighting for you in the comments suddenly there is this one thread that starts and people you don't even know, but they are still supporting you. They will write something like why are you body shaming her appreciate the content. I used to feel who are these people who are supporting me and they are not even your friends, you don't even know them you just know them by their username and their profile picture. That's a very empowering feeling that somebody out there is there for you and is supporting you so I think that is I won't say a game changer but it was definitely like I said very empowering that there is somebody out there. If you build that sort of relationship with your audience. 

Now honestly I don't care, I laugh off most of the negative comments. If they are too negative and also have bad days, those days affect you. But I think it's a continuous battle that you have with yourself you have to ignore them you have to take them on.

What's next for Sukriti? Can we expect her in any reality show or web show shortly?

Of course, I want to try I think to to be in front of the camera, not just the Instagram camera, but the bigger camera the 70 mm one.

I did a small part in the movie 'Shehzada' it was like a two-minute part. That two minutes, I think whoever's been on set knew it was a lot of fun. Again if something comes up then I will not say no to it. It is something I know I enjoy and want to keep doing.

What advice would you give to someone who wants to become an influencer?

I think I'm still in a position where I seek advice from other people, but I'll tell you from my experience I think a couple of things that I have realized one of course as I mentioned earlier also that you know make content for the pure joy of it. If you enjoy making your content it will eventually make others also enjoy it. One should enjoy it, not just chase numbers or views. I feel they all are just byproducts of content creation they will come. The main focus is to enjoy. 

I also feel that all these creative jobs or creative professions are different from regular professions because there's fun involved in it. Why take away the fun, don't look at it like a job. This is the major reason why we are not doing 9-5 jobs and we're doing this because we don't want to just be stuck in work, so enjoy creating content and everything will follow. I also want to mention that you know a lot especially now because so many people are creating content, there's a lot of overlap of content and there's a feeling of someone copying your content. I feel most of us I think most of the comedy creators create observational or relatable videos if it's relatable for you then it's relatable for me. I feel that there's so much content out there so it is humanly impossible to see all reels. I think it's very inevitable there will be some overlapping of content. I think what is important is to be true to yourself, don't do it deliberately I think that is where you go wrong and be true to yourself.