It is 2021, and everybody is a content creator. If people are not leveraging social media to do their own personal branding, they are using it as free space to market their small business, their online startup, book club, social enterprise or homemade brownies.
A picture is not just clicked and posted. Well, it is, but not before it is adjusted, colour corrected, filtered and given a poppy frame, possibly with text accompanying it. Fitness instructors are pushing out workout videos on Instagram, startup CEOs are writing blogs on LinkedIn, mothers makingachaarare getting bookings via Facebook comments, and dermatologists are giving skin tips through TikTok videos.
They all know that content is king. Some may be getting paid for it, and some may not, but they’re all motivated to stay online and keep talking.
People no longer need to pander to the gatekeepers of entertainment, thanks to the web. Social media is a seemingly an even playing field. ‘Seemingly’ because algorithms give more reach to content that receive more engagement, plus a lot of content creators have entire teams hired to handle their pages, while we fumble with our browser tabs. Besides, if we are all publishing content regularly, we are also dealing with increasing competition to get our content liked, shared or commented on.