Content is everywhere.
This post might end up on the bias side but I promise I am not trying to convert anybody (yet).
Everyday I think about content consumption, and how it is taking over our life’s and eyes. This creates a unique and annoying problem for a 20 year veteran content consumer like my self. I have been consuming videos on the internet since I was 10, and started uploading to youtube since I was 12. (A part of me wants to show you that first video I uploaded ( a music video to an original song called Get Out, lol. Maybe its for the best that video is tucked away in some remote part of some youtube server.)
Back in the day I was instantly hooked to the idea of going viral on youtube and like millions around the world, this idea grew and grew with possibilities that I and the future digital industry was not yet understanding. The feeling it gave me and our current generation of creatives, although a double edge sword, was truly amazing. You see if you are not a content creator, then it might be hard to understand, but If you are, you know the powerful energy that the “upload” button holds for us. Every time we publish there is always this sense of empowerment and fear. One learns to handle and respect this fear, you must now runaway from it. You must confront it, and empower yourself to feel accomplished, worthy.
I still remember having to explain to clients in 2015 why vertical video was important. I had acquired funding to launch a creative power house with a focus on video production and fashion. As social media took an even bigger stance 2010, I knew I was on the right track. We would always offer to convert our deliverables to vertical video when possible at an extra cost, which nobody really took. Now its not even a question, clients demand and assume it.
With or without engagement from consumers or viewers. Once you create for the feeling, for the joy and for the healthy competition among other creators, it truly starts feeling like a game. A new way to see creating content is like a video game where anybody can play, create their own arc’s and eventually prove themselves, in what seems to be the main competition, recognition. Follower count is a ranking in this game, and engagement is your coin.
Shifting Landscape of Content:
The DNA of content, especially when tied to branding, is constantly evolving. If you take your eyes off the digital landscape for even a second, you risk losing track of what viewers and consumers want. But here’s the kicker—chasing trends is a double-edged sword. Sure, keeping up with what’s happening out there matters, but at its core, content should always come from within. As creators, we juggle multiple roles: manager, producer, editor, and marketer. To compete in today’s landscape, you need someone—or yourself—bridging the gap between your content and the audience it’s made for.
And now, let’s break down content economics. In this space, everything has value—views, likes, comments, shares—but their worth shifts constantly, almost like a currency market. Let’s take views first: Back in the day, a million views could catapult your content to viral status. Today, though? That same million views feels more like a baseline. You see, as more content floods platforms, the scarcity of viewership decreases, kind of like inflation in the content world. Just like a dollar today doesn’t stretch as far as it did a decade ago, a million views don’t carry the same weight they once did.
Now let’s look at engagement. Likes? They’re like digital coins in this economy. Each like may seem small, but they add up and signal to algorithms that your content is worth pushing. It’s almost like feeding a slot machine with coins and hoping for a payout in exposure. But comments? Comments are more than just coins—they’re closer to investments. When people take the time to comment, they’re engaging with your content on a deeper level, and that signals stronger connections to algorithms. Think of comments as stocks in your content portfolio. The more people invest their time and thoughts, the more value your content accrues over time.
Shares (now saves), though? That’s where you hit jackpot territory. When a viewer shares (saves) your content, they’re essentially giving you free advertising—like word-of-mouth in the digital world. It’s the equivalent of a viral marketing campaign that you didn’t even have to pay for.
Now, here’s where we bring in the comparison between paid content and organic content. Paid content can get you fast visibility—it’s like paying for a billboard on a busy highway. It gets you in front of people, but it doesn’t guarantee engagement. Organic content, on the other hand, is like planting seeds in a garden. It takes time to grow, but once it does, it creates a lasting, genuine connection with your audience. Paid can boost you temporarily, but organic is what builds long-term relationships, and in content economics, engagement and trust are the most valuable currencies.
That brings me to follower count—your net worth in this creator economy. Sure, having a large follower count looks impressive, but it’s not the whole story. Follower count is like the assets you have in a bank, but those assets need to be liquid. In content, liquidity is engagement. You could have a million followers, but if they aren’t engaging—liking, commenting, sharing—then they aren’t adding value. On the flip side, a smaller, highly engaged following can be far more valuable because they’re active participants in your content’s growth.
But let’s be real—there are a few counterpoints to consider when we talk about this landscape:
Engagement ≠ Guaranteed Success: While engagement metrics like likes and comments are key to content economics, they don’t always translate to tangible outcomes like sales or conversions. A post could have thousands of likes but zero real-world impact. Success is about balancing engagement with strategic action.
Follower Count’s Diminishing Relevance: Follower count can be misleading. With fake followers and bots, this metric has become less trustworthy, which is why brands now focus on engagement rates over pure numbers. It’s not how many follow, but how many interact.
Saturation in the Creator Economy: The landscape is more crowded than ever, making it harder for new creators to break through. There’s more competition, which means the bar for quality and originality keeps rising. This isn’t necessarily a bad thing, but it does mean creators need to be sharper, more authentic, and more strategic to succeed.
Algorithm Unpredictability: Let’s talk about the real wildcard—platform algorithms. They’re the ones determining what content gets seen and by whom. The game can feel unfair at times, as even the best content can go unnoticed if the algorithm doesn’t favor it. The trick is to understand the algorithm without becoming a slave to it.
The Pressure to Monetize: There’s a real concern around the pressure creators feel to monetize everything. It’s easy to get lost in sponsored content and collaborations, and when that happens, authenticity can take a hit. Maintaining balance between monetization and staying true to your voice is crucial in this economy.
While views and follower counts matter, what really drives this economy is engagement. It’s what brands look for when deciding who to partner with. It’s what algorithms prioritize when choosing what content to push. The value of your content isn’t just measured by how many people see it, but by how many people engage with it and, ultimately, act on it—whether that’s through shares, clicks, or purchases.
We’re all playing this game, but it’s a game with evolving rules. One day, your content is king. The next? You’re back to the grind, chasing that next spark of virality. Platforms and trends change, but what remains constant is the drive to connect with an audience. And that’s where content economics shows its true face: it’s not about creating for the algorithm—it’s about creating something that resonates.
Personal Reflection:
Two years ago, I went viral—30 million views in just under four months. It hit hard and fast, and the crazier part? It wasn’t for the things I thought I’d be known for. I built my foundation in cultural spaces—fashion, photography, and all the nuanced corners of the internet that shaped identity and aesthetics. But it wasn’t any of those things that blew up. It was comedy.
Comedy was always there, lurking in the back of my mind, but I never saw it as my main lane. Maybe that’s exactly why it worked. When I put out those sketches, they were effortless, natural—and they hit.
Now, here’s where the real challenge kicks in: I’m not content with staying in just one lane. Comedy might have been my way in, but I come from a place of storytelling, curation, and visuals. So, the new task is blending these worlds—bringing together the humor that went viral with the deeper layers of fashion, photography, and culture that have always defined my work.
It’s like trying to merge two completely different languages into one seamless conversation. On one side, there’s the high-energy, fast-paced game of going viral. On the other, there’s the slower, more intentional world of visual storytelling and cultural commentary. But I’m realizing they aren’t mutually exclusive. It’s all about figuring out how to play both games at once, how to bridge these two parts of me into something new—something bigger than either side alone.
It’s been a wild ride, but the best part is that I’m still figuring it out. And that’s the exciting part about being a creator in this space. You don’t have to pick just one story to tell—you get to build your own arc as you go. And right now, I’m in the middle of writing that next chapter.
But here’s the thing: the rush of recognition comes with its own weight. At first, it feels amazing—like you’ve finally cracked the code. But after a while, it starts to blur the lines between external validation and personal fulfillment. The views, the likes, the comments—they can all feel like trophies at the time, but they don’t last. It’s easy to fall into the trap of chasing numbers, thinking that the next big hit will bring you the satisfaction you’re looking for.
I’ve felt the burnout too—when you’re trying to ride the momentum, keep people’s attention, and still make space for yourself as a creator. That’s the part no one really talks about: how draining it can be to keep playing the game. It’s a constant balancing act between doing what gets recognized and doing what actually feeds your soul.
And that’s where I am now—trying to merge these two worlds. On one side, there’s the viral comedy that took off unexpectedly. On the other, there’s my passion for storytelling, aesthetics, and visual culture. The challenge isn’t just creating content—it’s creating content that resonates with both me and the people watching. It’s about finding fulfillment in the process, not just the outcome. Because at the end of the day, the real win isn’t in the numbers—it’s in building something that feels real.
Predictions:
Looking ahead, I see the content creation space evolving into something bigger and more respected. One major shift is that firms, agencies, or studios will start focusing on helping creators monetize smarter, guiding them toward sustainable income streams. This will give creators more backbone—turning content creation into a recognized career path. People are going to take content creators seriously, seeing them as professionals who aren’t just making videos but building real careers with long-term value. As this respect grows, we’ll also see more people dive into content creation, seeing it as a viable and serious profession.
What excites me is the rise of what I call long-term creators. These are the ones who aren’t chasing vanity metrics or trying to ride quick trends but instead investing in their skills and crafting content that truly resonates. They’ll build meaningful connections with their audiences, focusing on growth that isn’t just based on follower counts but on real engagement and impact. I think this will also foster mentorship within the creator community, where top creators will help lift up smaller creators, creating a more collaborative and supportive environment.
We’re going to see more consumers willing to pay for quality content—whether it’s podcasts, writing, videos, or niche series—because they understand the value behind it. As creators shift away from pure virality and aim for substance, platforms like Substack (or ones inspired by it) will explode. This direct-to-consumer model is the future, giving creators the power to focus on what they do best without chasing algorithms or trends.
The pressure to create is always there—whether it’s from the audience, the algorithm, or yourself. But at the end of the day, content creation hasn’t really changed. It’s still about telling a story, expressing yourself, and connecting with people. Those core elements are what matter, and no trend or metric will ever replace that.
The evolution of content has made it clearer than ever that this space isn’t just for entertainment—it’s a real and demanding craft. The weight of expectations and the need to perform will always be part of the equation, but learning to navigate those pressures is what separates those who last from those who burn out. In the end, it’s not just about going viral or hitting the numbers—it’s about creating something that feels real, even when no one is watching.
And that’s where the real power lies. No matter how the landscape shifts, hitting upload still holds weight. It’s that moment where everything comes together—the ideas, the hours, the risks—and you put it out there. Whether it blows up or quietly lands in some corner of the internet, that act of uploading is still one of the most powerful moves you can make as a creator today. And that’s why we keep going.
GTR
Today on good:
If your vibing with long term goals as a creator, their is actually a science to it:
Tasteful:
Office core is still holding strong these season. I will be opting for more ties in this upcoming winter season.
Jake Gyllenhaal for Document Journal.
Shawn Mendes for Interview Magazine.
Billy’s latest video, literally office core …
Real:
My company, Design Office, is launching its first intern program, and we’re also looking for fresh CVs in design, graphics, styling, and video. If you’re exploring new opportunities, we’d love to hear from you.
Have a great week,
See you at the office.
LUi.
 | A guest post by
|