Building a Business from Social Media: Consistency is the Initial Capital

Jakarta, Indonesia – In the increasingly crowded digital landscape, consistency has emerged as the most vital element for content creators seeking to build sustainable careers and businesses on social media.

Beauty creator Aleta Novianda emphasizes that a single viral video is insufficient for long-term success. Creators must deeply understand their audience's preferences, continuously learn about evolving digital platforms, and remain adaptable as trends shift. Novianda, who began creating content in 2022 using only an Android phone, shared her journey of consistent uploading, even when her early videos received little attention. "I believe if you are consistent, there will be results. Whether the video goes viral or not, I keep uploading while continuing to learn," she stated.

Novianda faced initial criticism during her high school years for spending too much time creating content. However, she channeled this negativity into motivation, refining her video quality and understanding what resonated with social media users. Her persistence paid off when several of her videos gained traction on TikTok's For You Page, particularly her straightforward skincare reviews, which led to collaborations with various brands.

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I believe if you are consistent, there will be results. Whether the video goes viral or not, I keep uploading while continuing to learn.

The dynamic nature of the digital ecosystem also demands adaptability. When TikTok Shop was suspended in Indonesia in 2023, Novianda shifted her strategy, focusing more on live streaming and adjusting her content types. This flexibility is key, as creators' income streams extend beyond ads and brand deals to include affiliate programs, live streaming revenue, and developing their own ventures.

Leveraging her growing audience, Novianda and her husband launched SJPRO, a gaming accessory business. She believes social media serves as an accessible entry point for entrepreneurship, provided creators remain committed to learning and nurturing audience trust. "For me, the most important thing is not to be afraid to start just because of what other people say. Everyone has their own process. Keep learning, stay consistent, and don't give up easily," she advised.

The burgeoning creator economy is making content creation an increasingly attractive profession, especially for younger generations. However, the experiences of creators like Novianda underscore that building a successful presence online is not merely about chasing virality but requires dedication, strategic adaptation, and unwavering consistency.

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For me, the most important thing is not to be afraid to start just because of what other people say. Everyone has their own process. Keep learning, stay consistent, and don't give up easily.