The Pandemic has Reformed Content Creation
How are creators adapting to this new content ecosystem?
Dear Creators
Hope you all have a good start to the week with a fresh Monday!
We often turn to art when the world is grieving or when everything around us is uncertain. In times like these, art frees us all because it is what gives us the power to express ourselves - in the language which can be comprehended by everyone. The pandemic has taught us one thing - art and content are never going to fade. In particular, the pandemic has fundamentally changed how we consume content.
Relatable content on the rise
Ever since the pandemic started unfolding, people felt more comfortable being their full, authentic selves on social media platforms like Instagram and Youtube. According to research by the Global Web Index, 42% of social media users agree there’s been less pressure to portray an unrealistic image of their life on social media. More so than before, being relatable is driving clicks and attention. After being interesting and funny, being relatable is the third most powerful driver of online video shareability right now. User-generated (UGC) content is some of the most relatable which is one of the biggest reasons for the change in how content marketing and social media marketing has been targeted now.
More than three quarters (77%) of marketers say they want to work with micro-influencers—those who have 5,000 to 100,000 followers—as compared to only 30% wanting to work with mega-influencers—those who have 500,000 to 5 million followers—and 22% wanting to work with celebrities —those who have 5 million followers or more.
The change second wave of COVID-19 in India brought amongst creators
We asked our community through a question sticker on Instagram about their experience of content creation and how it has changed during the last couple of months.
“The hardest part is deciding what kind of content to put out. I am always second-guessing if something is appropriate. I made mother’s day cards and was so excited about them but when I realized later that a friend’s mom passed away recently due to COVID-19 and he might see my posts, I ended up feeling guilty” says Rekha, a Doodle Artist.
Another artist, Abhishek, shared “Seeing daily stories where people were crying for help made me stop posting my music videos”
Content for some works as a coping mechanism and it might unknowingly work opposite for someone who is struggling through something which might trigger them.
On the other hand, some creators are finding it difficult to create content as Ridhi Atre says “It is difficult to create content when you are not in the best mental state and even tougher when you aren't able to get necessary resources.”
When we experience collective grief, our minds often become too overwhelmed to churn out creativity. “I faced so many art blocks and had to keep myself sane by taking necessary breaks” shares Nikita Narula who is a painter.
We have always been an advocate for freely addressing creative burnout without guilt or blame. You are an artist, not a machine. You deserve to take breaks and wind down a bit sometimes.
For some, it also acted as a time to focus upon themselves and even to embark upon new opportunities. SoacialKyte shares “It's been an escape through art. I am very selective in what I consume and bring positivity on my social media feed”
It all depends on how you are able to channel your creativity and find a balance to be in the grey. However, it is essential to understand how you are feeling when you think of creating content that would help you better understand if you need to press pause. Listen to your mind instead of pushing yourself to give in to the algorithm.
We host community events and collaborative projects now and then to help artists grow. If there’s any way we could be of help to you please reach out to us on our social media handle @platformforartists anytime.
Until then take care and don't forget to share this with someone who needs it.