Ask a content creator and they’ll confirm that what they do is real (hard) work. SEO, algorithms, content calendars and strategies – it’s all so much. And if you’ve ever tried to lip sync for a reel, or clap on queue then you know how many tries it takes to finally get it right. It takes serious chops to create valuable content online. And those who do usually face harsh criticism from people who are not putting themselves out there in the same way. While I have no plans of becoming an influencer, I do still plan to create content for my laser business and my blog.
Scrolling social feeds and reading blogs is a lot like thrifting. There’s some really good shit out there. But you’re going to need to sift through the garbage to find it. And so far it seems like most people I know are willing to sift, slowly curating a feed that keeps them coming back for more.
As someone who contributes to the clamour of the internet, I was surprised to discover what it’s actually like to put my content out there vs. what I predicted it would be like. There’s the obvious stuff; like if you want to get shit done, you should probably hide your phone. Or to be truly present, you likely don’t want to be anywhere near that thing. But it wasn’t until I started making a real effort to create content and send it out into the universe, that I realized some of the things I’m about to share with you. I think you’ll appreciate it even if you’re just an IG creeper, but especially if you’re thinking about creating your own content.
ALL YOUR “GOOD IDEAS” WILL SUDDENLY SEEM REALLY REALLY BAD
When I started this blog in 2020, I didn’t have a plan, but started writing anyway. The topics I gravitated toward were Travel and Personal Development. But I quickly discovered how saturated the travel blog world was, and felt discouraged. I wasn’t sure I had a compelling enough reason to enter the arena when it felt as though everything had already been done.
Now, instead of telling myself it’s all been done before, I ask myself: “would I find this valuable”? If the answer is yes, then I go ahead and write the thing. It may have all been done before. But I can tell you after many hours of neurotic trip planning; not all “What to Do In Costa Rica” Youtube videos were created equal.
YOUR PERSONAL INTERESTS WILL EMBARRASS YOU
If you keep your interests private, you’ll never be embarrassed by the things you like. It’s only once you decide to create content about those things that you’ll realize how shameful they are. Like my obsession with Personal Development. I can’t get enough, despite everything I’ve learned about the capitalist urge to turn the Self into a project. What can I say? I’m a sucker for exploring my greatest potential. Even if it means navigating a topic that can be both helpful and harmful.
Personal Development content on social media will remind you about all the ways you could be improving your life, and the things in it. Is it even possible to explore Personal Development without contributing to the echo-chamber of not-enoughness? What does it look like to share your self-discovery journey while trying to be radically content at the same time? The fact is, the more you explore a topic, the more you begin to notice its dark side. So instead of getting stuck in shame and embarrassment, I vow to stay curious.
YOU’LL STILL WORRY ABOUT WHAT OTHER PEOPLE THINK OF YOU
The Metaverse is powered by a feedback loop operating at a speed that will give you whiplash. It can be both stifling and the very thing that propels you. When you open yourself up to an online audience, you open yourself up to scrutiny from every angle. Scrutiny from other people, the algorithm, and yourself. I know I’m not the only one who has looked at my own social feed and wondered how other people might interpret me based on what I choose to share. Do I seem too “basic”? Am I trying to be an influencer?
At the centre of this is an implicit desire to be liked by everyone. But letting go of this idea can free you up to be the truest version of yourself; someone who isn’t liked by everyone. But also … someone who doesn’t need to be. Because you’re brave enough to choose yourself – no matter how basic or subversive you are.
YOU’LL FEEL PRESSURE TO COMMODIFY YOUR ONLINE PRESENCE
When it comes to content creation, the line between creating and commodifying is a fine one. Sometimes I’m not sure there’s a line at all. With the rise of remote work in this digital age, we are seeing more and more people find creative ways to make a living online. Even if you’re not an influencer you’re probably familiar with the concept of a personal brand. When you are the commodity, there is pressure to produce “niche” content so people know exactly what to expect from you.
The inclination to become the product has given rise to myriad of ways to commodify your content. Affiliate links, paid subscriptions, paid posts, sales pitches veiled as free webinars. This is partly why many people in the online space use presets for their images. It saves time on editing. And using presets makes your feed visually cohesive so your personal brand is more easily identifiable. I’ll be honest, I’m both drawn to and repelled by this concept. For what it’s worth, I have yet to use presets.
I’m not saying that I am above creating paid content. But when the media we consume is a blend of personal updates from friends, and paid posts by influencers, it’s tempting to participate in the commodification of content. Things like tagging and promoting businesses for free (instead of demanding pay) is commonplace because mimicry is encouraged and the tools to do so are at our fingertips. And even then, I shudder when I realize that Instagram has so artfully evolved into an advertising platform where we can barely distinguish between the people we know and those we follow because we’re obsessed with their shoppable lives.
YOU’LL EITHER CREATE OR CONSUME
When I started this blog, I began sharing more on social media. And I noticed that the more time I spent creating content, the less I spent consuming it. And if I had to pick one; creator or consumer – I’d always pick creator. Even if it means being called out (or called in) and picked apart.
When you’re the audience (online or otherwise), it’s easy to judge someone else’s work. But when you decide to share an image of yourself, a video you edited, or words you wrote, you learn to appreciate the courage it takes to be vulnerable to criticism. Even if you stumble across someone’s content that isn’t for you, it just might inspire you to create your own.