Overview

Since the dawn of the monetized internet, content has been at the forefront of driving user decisions, informing their choices, and influencing their behavior.

This year in particular, however, we’ve seen content creators get absolutely nailed, across the board, on virtually every platform. This of course begs the question: should designers get into content creation as a means of supplementing their income?

Today, I want to share with you three exceedingly important things you should know about content creation in 2023.

A warning to creators

Most creators don’t get into content creation because they’re looking to get rich. In fact, most of us do it in a sincere attempt to help spread knowledge, awareness, and help lower barriers to entry.

You may be thinking of getting into it yourself for the same reasons, or because you’d like to monetize it to help with the exploding cost of living.

Either way, I would caution you because content creation isn’t what it was five years ago, and there are some very important things that you need to know if you decide to get into it this year.

#1 Using AI will get your content de-ranked

Let’s just get this out of the way: if you’re planning on using ChatGPT or another generative AI to help you write articles, you might wanna think twice.

Google has been absolutely adamant about de-ranking and sandbagging any content that even smells slightly like it’s been generated.

What does this mean for content creators? Be very careful of using AI as a jumping-off point for your articles.

It’s so much faster and easier, but you’ll get nailed in the rankings, and Google will make sure you don’t get paid.

#2 It doesn’t pay that great

Speaking of getting paid, the creator economy is getting slammed…again.

With ad revenue falling across multiple platforms, regardless of engagement of quality of content, all but the largest, most well-known creators are taking a massive hit, and that includes designers.

If you make templates, videos, write articles, etc. you’ve probably already noticed this trend, and if you’re looking to get into that, I would suggest looking into it more deeply.

There’s not anywhere near as much money in it as there used to be, and the content treadmill is running faster than ever, which can make it very difficult to keep up.

#3 You’ll be fighting the algorithm constantly

Let me be frank with you, the algorithm is not your friend.

I’ve seen some phenomenal content go completely and totally unnoticed and unrewarded, while some honestly garbage content has been elevated to viral status and compensated accordingly.

You could create a masterpiece, write a fantastic guide, publish a great tutorial video, etc. and if your content does not adhere to whatever the algorithm is looking for, you will be punished.

The fact of the matter is that the various algorithms are programmed to do one thing, and one thing alone: push content that people engage with.

It doesn’t care about new types of content that push the envelope, or content that’s genuinely helpful (as some would argue). No, these algorithms typically favor five things, and five things alone:

• Listicles (shameless plug)
• Reactions (what you thought of X)
• Comparisons (X vs Y)
• Predictions (what will happen in 20XX)
• Controversy (X is bad, Y is good, here’s why)

You may get lucky and ride the wave if some of your content goes viral, but most of the time, the algorithm will fight you tooth and nail every step of the way.

So what can you do?

If you’re looking to get into content creation this year, or if you’re looking to improve your engagement, and revenue as a creator, there are several things you can do:

1. Don’t use AI. Google can smell it a mile away and unless you’re a major organization that syndicates its own content, your content will get de-ranked.
2. Create content that algorithms will push. It’s not sexy, but it’s true. Listicles, or list videos, reactions, comparisons, predictions, and controversial content will all get your stuff bumped to the top of the feed.
3. Let yourself be salty. Honestly, I’m super salty about it, and I know a lot of other creators who are as well. Just how it goes on the internet, we take it as it comes.

Ultimately there’s very little that any of us can actually do about how content is handled on the internet, that’s up to the gods of Alphabet.

The best we can do as creators is to just keep creating because its part of who we are, and if you’re looking at getting into it this year, just keep this in mind and temper your expectations.