Popular documentary creator and entrepreneur Tejas Hullur has successfully pivoted his digital career from short-form viral videos to high-production YouTube documentaries, signalling a shift in how modern influencers approach longevity.
Hullur, who first gained massive traction on TikTok, is now focusing on the creator economy to teach aspiring artists how to build sustainable brands.
The 25-year-old creator currently reaches more than 187,000 subscribers on YouTube by unpacking the psychological and economic forces that drive digital culture.
Hullur began his journey in 2021 by posting daily personal finance and development tips on TikTok, a platform known for its low barrier to entry. He quickly amassed over 550,000 followers by utilizing high-energy storytelling and “hook” techniques.
Despite this rapid success, Hullur recently expressed that viral metrics often lack the depth required to build a loyal community.
The transition to YouTube has allowed Hullur to experiment with the docuseries format, most notably a four-part series on attractiveness that garnered over 1.7 million views.
He prioritizes “depth over width,” focusing on the length and quality of comments rather than just the view count.
This strategy involves building a “moat” around his content, making it difficult for others to replicate his specific style of investigative vlogging.
Beyond his personal channel, Hullur has established himself as a business-minded “foot soldier” within the creator economy.
He co-founded Catch’N Ice Cream in New York City alongside fellow creator Dylan Lemay, demonstrating how influencers can bridge the gap between digital attention and physical retail.
He also serves as a “creator-in-residence” for startups, advising companies on how to better serve the needs of independent workers.
Aspiring creators in India can look to Hullur’s career as a blueprint for diversifying income and avoiding burnout. He maintains multiple revenue streams, including consulting, production deals, and brand partnerships with major tech firms like Adobe.
By treating his channel as a media company rather than a hobby, he has moved away from the “algorithm casino” toward a predictable business model.
Hullur originally grew up in Chicago and attended the Indiana University Kelley School of Business before deciding to drop out to pursue content creation full-time.
His early work included a stint as a correspondent for Nickelodeon’s Nick News, which helped him refine his professional hosting skills. Today, he is recognized as a leading figure in the “metacreation” space, where creators make content specifically about the industry of being a creator.
