Between all of our reading apps, streaming services, blogs, vlogs, books, movies, TV shows, etc., we’re adrift in a sea of entertainment constantly begging for attention. On paper, it’s a gift for people searching for entertainment, granting the opportunity to pick and choose what to engage with. The flip side, however, can doom viewers to spending hours scrolling through “content.”
As creators, being chosen in this ocean of entertainment is extremely challenging. Getting eyeballs or interactions is something of a game, involving the pursuit of a following and engaging with fans and others in the hopes that they’ll engage back. Unlike large companies, who rely on recognized brand identities to do the heavy lifting, individual creators often have to tie their efforts to a particular fan community or get creative in coaxing entertainment-seekers to give them just a few seconds of time.
In the evolution of this weird world of entertainment we find ourselves in, we let a particular word take center stage, and it irks me. It’s a marketing word, but as both creators and fans, we’ve permitted its continued existence. It’s not uncommon to hear people reference things like “streaming content” or “blog content.” There even exists a group of creative people labeled as “content creators,” and their job is to get in front of the camera everyday to produce what even they label as “content.”
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