Post

It’s striking how almost everybody who actually makes a living as an influencer now seems to be completely miserable + on the point of total breakdown from having to churn out content essentially every waking hour (as that’s what the algo requires). Living like that is inhuman.

Faine Greenwood@faineg.com

it’s bad that it increasingly feels like everyone has to be a TV host now if they want to stay gainfully employed

145 reposts924 likes

I've been thinking about game theory and incentive structures for alternatives and the most plausible solution I can come up with involves both platforms *and* current high profile influencers giving up power to allow the ecosystem to heal - so no-one with a voice is going to call for the needed fix

The thing that makes the platforms unhealthy also concentrates attention with a small number of influencers, so though they're suffering, they're also unlikely to want to support new platforms that would disrupt the status-quo.

Al Gore rhythms pushing for people to constantly make content has the added "benefit" of making AI slop more appealing to content creators. "Well if you don't want to starve, just subscribe to this AI slop creation service (that we also own) so that you can make us more content to profit from."

Making it in media always required a ton of work, but in the past, people in media (TV, journalism, writing, etc) had somewhat more breathing room because media itself just moved much more slowly. Now it feels like genuinely driving yourself insane is almost the only way to get by - forget balance.

It’s in part the fault of Hot Take culture and the joint expectation of not only having an eye catching opinion - to drive clicks, and not necessarily to express insight - but publishing that opinion while the body’s still warm, so to speak.

There’s actually very little reason to churn out a piece within hours of The Thing you’re covering happening, unless the news happens to be breaking and thus a quick turnaround is necessary as a public good. Most times, you don’t need to say something that fast!

There’s a thing I’ve noticed working in prepress too lately. In 2010 a 14 day lead time was minimum. Then same week. Then overnight. Now (adding with gen AI in the mix) having a print idea in the AM and wanting the final delivered before midday isn’t uncommon.

Ngl I think a lot of people also really underestimate the financial side and try to make it their day job way too early. You really need a Patreon that pays all of your bills at minimum to not work yourself to the bone in the content mines

That's really the thing, it's a shit gig in the end. It's basically working as a freelancer for a social media platform, complete with your rates being cut, standards for payouts being elevated, etc. There's a reason they all switch jobs.

I was on a eurostar train this summer, and because of heat problems everything was messed up. I sat in the end bit of the carriage on a flip-down seat, because I wasn't healthy enough to stand anywhere. An influencer spent half an hour talking next to me about hustling, brand deals and money.

Yeah, frankly it seemed like a miserable life. Like it would be a hell of a lot easier to just work a minimum wage job for 35-37.5 hours a week (so long as your country actually sets a minimum wage that is livable). To be fair this kid (20s or so, I'm twice that) was from the US, so yeah :/

I mean it’s been a horrible way to make a living for a long time but it feels like the pressures upon these people get worse and worse by the year.

Interesting observation and I agree it must be miserable. But I was wondering whether something in the algorithm had changed that obliges them to be even more active (not on TikTok here, I avoid the platform)

The count of content makers goes up constantly but time is still limited. So now the pressure is to constantly make content so that something hits and keeps you relevant in a rising tide.

The algorithms are opaque but everyone feels they aggressively reward people who constantly put out content, so everyone feels compelled to do it. Worse for the creators, worse for the viewers, but easier for the platforms to cut rates because they can replace any specific creator without issue

To be fair, the people working blue collar jobs are either putting in twice the hours or working two/three jobs to make ends meet, so they, too, are exhausted.

"It beats getting a real job" I would invite them to read the testimony of everyone who was ever a slave. Because that's what they are now. Well paid, but a slave. The algorithm cares even less than Calvin Candie.

The market became insanely over saturated while a lot of influencer money dried up. But man talking to my friends teenage kids and nearly all of them genuinely believed that they would become influencers or streamers and school was mostly useless

The "Clever Boy Talks at Screen" format has become Tiresome for (at least some of) the audience, too, IMO. I've gone from casual YT BACKGROUND-watcher to "OH JFC WHAT TOPIC IS HANK GREEN AN EXPERT ON TODAY, FFS😂🙄" But yeah, from a distance most do look like flies trapped in their own amber.

I don’t want to name them, but I recently unfollowed a video essayist who made some posts saying people are being dishonest with themselves when they say they can care about a lot of different things at once, and that this is impossible. The tone was very condescending and the whole thing was

very presumptuous about what other people think and feel, and then they said they seem to have “touched a nerve” by making this objectively true argument that you’re deluding yourself if you disagree with it. Sounds like a real jerk, right? This was not someone I had figured for a jerk at all, but

here was this aggressive series of posts that boiled down to “none of you actually feel feelings about all the stuff you say you do“. Thus, I unfollow but don’t name them, because I think their profession ate part of their soul. I don’t want their brain in my life anymore but I do feel sympathy

The pay also isn't that good - you have massive lifestyle expenses (most influencers rent and do not own their expensive cars, clothing, apartments and jewelry) and there's precious little left over.

It isn't unique to influencers, but it also seems incredibly precarious. If you end up in a dispute or do something that turns off your audience, you've lost your income. If the social media platforms change their algorithm, or de-monetize, or de-emphasize your content, you've lost your income.

In 1975 when Carl Reiner hosted a Peanuts 25th anniversary tv special, he observed to Schulz that it takes only about half a minute to read a comic strip while tv shows have to clamor for people to carve out half an hour or more from their increasingly busy days. "Good for you, bad for us."

A lot of content creators are also running out of ideas. Reaction channels, travel channels, food channels - there’s only so many times they can be *SHOCKED* or tell the truth about something

I'm in the early stages of getting a self-published book out there, I'm writing out the marketing plan which is heavy on socials because they're cheap/relatively easy to run for visibility, and while it's going to go on for a while, there is an end point for exactly this reason.

The sea change happened when I stopped seeing people talking on tiktok about their niche hobby as something they *get* to do vs something they *have* to do. It's clearly a job now, and it's one that sucks.