A career as a content creator doesn’t have to end in burnout

While the temptation to be our own boss is overwhelming, which is part of the reason for the ever-growing tribe of online content creators, the challenges of being in “always on” mode are often swept under the rug. From burnout to rampant mental health issues, content creation has changed lives, especially for those who achieve coveted influencer status.

Creator Day India, a virtual event recently hosted by social media platforms Instagram and Facebook, and hosted by creators Ruhee Dosani and Niharika NM, recalled that life as a content creator is not just fun and playful.

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From lifestyle bloggers to techies, digital creators have made their mark on what it means to be a celebrity in the 21st century. Once considered a trend that only affected millennials and Gen Z, content creation is here to remain one of the most sought-after careers among concert workers of all ages. As a recent report suggests, there are some 15 million self-employed workers in various segments of the country, and the workforce is expected to grow at the rate of 4 million per year.

Master makeup artists, lifestyle coaches, gamers, finance aficionados, online influencers come in many forms. But what unites them, whatever their sphere of influence, is that most of them carry the full weight of their careers as independent creators, looking for followers, sponsorships and collaborations to join the two ends.

Being self-employed is a daunting task, and when the service you provide is influencing, the level of complexity multiplies by many. Whether you’re just starting out or already have a flood of subscribers, full-time content creation sees creators following the principle of “the more engagement, the better” to cultivate their subscribers. Many global designers have identified this dedication to engagement, growth and 24/7 activity as unsustainable. India Creators Day Event You’ve gone viral, what now? has also focused on the issues that affect the lives of content creators on Instagram and Facebook.

One session, moderated by Tara Bedi, Head of Policy Programs, APAC on Instagram, featured actor and creator Dolly Singh and Nikhil Taneja, co-founder and CEO of Yuvaa, a media, research and impact organization For the young. The trio dived directly into their session’s theme: “What did you do after you went viral?”

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Tara Bedi, Dolly Singh and Nikhil Taneja spoke about the ups and downs of being a content creator.


“Often our audience feels like once someone goes viral, they become a star overnight. But that’s not the case at all. It’s not a party, because afterwards everything, the pressure is there. You ask yourself, “Can I do it again?”, you feel it on your shoulders, “said Singh, whose video South Delhi Girls went viral overnight at the start of her career.

However, when one of Taneja’s posts went viral, he decided to stop posting for a while. “This is my timeline. I want people to understand that I like to use my platform to express myself: I identify as a content expressor, not a creator and therefore, do not post after a post has become viral ensures that the people who follow me understand that this is not a place to always find viral content, ”he said.

In 2018, when comic book artist Lilly Singh, who rose to popularity under the pseudonym Superwoman, told her audiences that she was taking a hiatus after eight years of posting on her YouTube channel, most of her fans understood and left nice comments. While other creators with millions of subscribers began to close accounts or take breaks, some did not receive a warm goodbye. Felix Kjellberg, better known as PewDiePie, finally deleted his Twitter account after media began to criticize his decision to take a break from YouTube downloads in 2019.

But content creation doesn’t have to end in burnout.

“You have to learn to keep a balance, especially when it comes to writing and creating for social media, anything can happen on the internet,” Singh said, when asked how not to let yourself be overwhelm by the precipitation to be created. “Although you started your online journey because you love creating, once you start making money from it you start to treat it like a business, it becomes work, and when it happens you start to treat it like a business. really have to keep a distance. “

Being self-employed is a daunting task, and when the service you provide is influential, the level of complexity is multiplied by several.

Cultivating this attitude may not always lead to the creation of viral content, but it allows influencers and creators to truly be themselves and have their loyal fans supported to do just that. Moreover, such movements can open the door to positivity and increased awareness of one’s sanity.

An example of such a development can be found in almost every post on Taneja’s Instagram page, where he sparks conversations about kindness, often shares leads and resources on mental health support, talks about Yuvaa, all the while sometimes adding a few jokes or anecdotes from his day or his life. . “Ultimately,” he says, “my philosophy, especially with Yuvaa, is to make sure that our content can make people feel seen, heard. How can they be made to feel less alone? “

It’s fair to say that content creators can exert a huge positive influence on the contemporary world, giving us plenty of reasons to celebrate them as individuals. And that was indeed the agenda of Creator Day India, which celebrated the various Indian influencers with a fantastic selection of talents and sessions designed to encourage conversations to help creators build their careers, their brands. personal and, of course, to support their well-being. , both online and offline.

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