The beastification of content creation is a fascinating phenomenon. That, of course, is a hat tip to the largest content creator on YouTube – Mr Beast. And this guy is one of a kind. He works 19/7 for weeks on end until he burns out and takes a day or two to recover. He studies YouTube’s algorithm to figure out how to game the system. He sinks all the profits from one video into the next one, so each following video is bigger and jazzier. And he has the goal of making the ‘best’ videos possible – i.e., videos that get the most attention.
And here’s where things get dicey.
This beastification of content creation assumes that more ‘likes’ means a better product. And I wonder about that. I wonder if creating – i.e., expressing yourself – is more important than overthinking what your audience wants. There’s something about wrestling with an idea and taming it that is balm for the soul. (It’s also something I use to stop competing with AI in my personal life. Sure, AI can do what I do – maybe even better than me. But that’s not the point. The point is that in doing the work, I become a better version of myself.)
It’s easy for me to say all this though, ‘cuz I only dabble in content creation. Still, it’s worth considering. There’s a spectrum between the Mr Beasts of the world and the starving Van Goghs. And we must recognise this spectrum, to navigate it wisely.
One thing is certain, though – to paraphrase marketing genius Seth Godin: You don’t need an army of millions to invest in you. You just need a tribe of a thousand who cherish you and notice when you’re gone, even if it’s just for a week or two. That’s a thought that makes me feel warm and fuzzy inside.
