Content creators: a 21st century career

Insight into the growing field of social media

ZOE ZAPANTA / ASST. A&C EDITOR

Social media continues to heavily influence our generation. This capacity for massive influence of certain platforms has given opportunities for people to gain millions of followers and make a living off creating “content.” Content includes posts, videos, brand sponsored videos, etc. These people, otherwise known as content creators, are constantly making and sharing media showing a part or all of their lives for the whole world to see. For many of them, it is their sole career. 

The field comes with its benefits such as sharing passions and interests, and having a flexible working schedule. But  making this a lasting career can come with a price — an added pressure to constantly churn out good content. 

Content creation as a career evolved from social media. Creators started posting content unique to their interests. The content they produce vary from different categories such as entertainment, education or beauty. Every single content creator that has made social  media  their main source of income  has to maintain a consistent and engaging posting schedule. 

USD professor of Social Media Marketing, Dr. Farhana Nusrat, offered her expertise on what makes this career so compelling and makes people successful making content as a full-time career. 

 “Social media platforms are so accessible, and it’s so simple to identify a niche that allows one to pursue their passions.” Nusrat  added that it is also a very fulfilling career, especially for young people because the career is so flexible and diverse. 

“It is essential to realize that the career path of a content creator is multifaceted and calls for a holistic approach,” Nusrat said, as she talked about what contributes to success in the field. “Quality and consistency of content [are fundamental]; regularly producing engaging content of the highest caliber is crucial. This includes well-researched topics, appealing graphics and gripping storytelling. Another is being authentic; a proven successful strategy to win over customers’ trust is being your authentic self. ” 

The evolution of this newcareer brings into question how these creators got their start. 

Content creation functions similarly to marketing: creators target a specific audience, and the audience usually has an interest in whatever the creator is sharing with them, whether it is a product or tips and tricks. Creators then start forming a following by making content about something they have a passion for, and they continue making content based on their audience.  

USD sophomore Christa Chan, the Publicity Chair for the Filipino Ugnayan Student Organization on campus, shared what motivates her to create content. 

“Being a part of a multicultural student org., my motivation is to help bring representation for students of color, specifically Asian Americans at USD, which is a predominantly white institution,” Chan said. “Growing up,  I never had the representation or safe place I needed in high school, so this opportunity has meant a lot to heal my younger self and make sure that students who might have felt the same way as me feel seen at USD.”

Social media carries a lot of risks, such as perpetuating false expectations and not knowing what to do with the content you produce. Not all content creators are influencers, but sometimes with their large followings the assumption that you have to share all parts of yourself and face extra attention. If you’re a content creator that doesn’t like all that added attention, the attention can be negative, because you’re trying to create but there are people who want to tear you down with their mean comments and the standards they want you to meet. 

USD senior Marco Ren explained drawbacks when it comes to making content for programs he holds for the USD Queer and Trans Student Union. 

“The standard for social media a lot of the time is perfection, and nothing is ever perfect so this places a lot of weight on content creators,” Ren said. “You want to put your best forward but also maintain a level of authenticity.”

Creating content for the world is something that content creators continuously have to navigate because of added pressures and the expectation to always have content that is engaging. But at the end of theday, it is part of the job and they have to do what they can to get through it. USD junior Karely Gonzalez described how she manages the extra emotions that she’s faced when it comes to creating content for her on-campus programs for the Commuter Commons. 

“In being a content creator, I have to be comfortable with receiving feedback and understanding the value in being offered that. Once creators are able to get through that hurdle, there’s less pressure to nail it on the first try, and — instead — it’s a win when you get the chance to do it again, and the next time even better, because you’re aware of what works and what doesn’t.” 

In this era of unexpected opportunities for content creators in the age of social media, it’s crucial to be comfortable with receiving feedback and understand its value. As up-and-coming creators, they must embrace the benefits of newfound success while actively seeking feedback. Success in this digital age depends not just on creativity but also on adaptability and a willingness to learn from both successes and setbacks.