What Happens When Everyone Becomes a Content Creator

Normalisation of Influencer Culture

I noticed an uptick in influencer culture when I began seeing people in my everyday commute who were vlogging for their social media. It began to sink in how normalised it is now to want to be an influencer which is fine except what happens when everyone is a content creator…

Everyone has something to share, an opinion, hot takes, aesthetics, tutorials, “day in life”, memes, product reviews, sponsored reels and so on. This leads to the average consumer being bombarded with content that offers so many contradicting opinions, styles, all trying to fit the algorithm.

Content for Content’s sake

Because of so much competition, content creators feel the need to fake events or put out misinformation, doing anything for the sake of virality. The requirement for social validation becomes greater than the need to make good content.

So called “relatable” content or “day in life” becomes a fake representation, just something they cooked up for the algorithm. On top of this, there are content creators out there who primarily use AI to make up random content, even if it fake just to get views. They even advertise how anyone can do this, making it seem like a very easy and profitable job when in reality it is just a nuisance on the algorithm.

Burnout Loop and Why Mindful Creation matters

If you’re not constantly posting, you’re falling behind. This added pressure can also take a toll on people’s mental health. The obsession with virality becomes an addiction as they constantly crave social validation.

And once you go viral, it doesn’t end there. With the goldfish memory of the internet, you get forgotten instantly and are forced to continue to keep grinding to reach that high again.

It doesn’t help the average content creator to see influencers who do the bare minimum constantly gain views.               

While having so many content creators is fine, it is also important to remember that we need to have a social responsibility to be mindful of what content we are putting out there. If we are truly passionate about what we’re doing, we won’t feel the need to constantly be viral and instead, just stick with what we love doing.

#InfluencerCulture #ContentCreation #SocialMedia #Vlogging #Authenticity