Brand trips, free clothes and makeup, setting your own schedule… It’s easy to see why content creating or, influencing, is one of the most desired jobs for Gen Z in 2024.
Social media is a $9 billion a year industry in Australia according to an estimate by an AFR Intelligence study. There are an estimated 50 million (!!) creators globally with the study estimating this to grow by up to 20 per cent over the next five years.
It’s easy to look at the life of luxury and brand collabs on your feed and feel a deep sense of jealousy as you slave away under the fluorescent lights of your 9-5. But we wanted to get the inside scoop on the parts that aren’t all they’re cracked up to be.
Below, we ask six full-time content creators for the biggest misconceptions about their jobs.
Looking for a creative career? Find your dream gig at Pedestrian Jobs.
Maggie Zhou, 52K+ Followers on Instagram, 18K+ Followers on TikTok
How long have you been a content creator for?
For over a decade, but I’ve taken it more seriously in the last five years.
What do you love about the job?
I love how creative and fun it is! Plainly speaking, my job is mostly to create videos for social media, there’s a lot of flexibility and freedom involved. My favourite part of being freelance is being able to choose my hours and prioritise work-life balance. My favourite part of the industry are the incredible friends I get to surround myself with.
What are the worst parts of the job?
I dislike brand negotiations. When you are the product, it can be uncomfortable discussing what you’re worth in terms of financial compensation. I’m glad I’ve got management that deals with this side of the business (shout out to Sophie!).
What are the biggest misconceptions about being a content creator?
That it’s just about physically filming content. There’s a lot of behind-the-scenes work involved, from negotiations, being briefed into campaigns, brainstorming concepts, writing scripts, editing, recording voiceovers and more.
Do you think you’ll stick with this career for a long time?
I’ve been thinking about this a lot; I’m not sure! I can see myself doing this for the next five, maybe ten years (if I’m lucky). But social media is so finicky and it changes so fast, so I don’t know what the future holds.
Does depending on social media for an income worry you at all?
Kind of. Though the money is lucrative, making an income off of social media means you’re beholden to so many external factors, like algorithms, brands and strangers’ perceptions of you. Unlike a salaried 9-5, you can’t just rock up and get paid; it’s a very self-motivated job.
How have you created your own form of job security?
By having multiple streams of income. While content creation is my main source of income, I also write for publications, take on speaking and hosting gigs, co-host Culture Club podcast*, and tackle other ad hoc freelance projects.
What would you say to anyone looking to earn money from content creation?
To start by making user-generated (UGC) content and creating a backlog of content examples you can show brands. UGC can be a great place to make some coin, as followers don’t matter.
How do you decide whether or not to partner with a brand?
I read into their values, ethics and sustainability practices and make a judgement call from there. Also, whether or not I would organically use their product or service definitely sways my decision too.
Follow Maggie Zhou on Instagram and TikTok here.
Annika Nielsen, 121K+ Followers on Instagram, 1K+ Followers on TikTok
How long have you been a content creator for?
I started modelling about five years ago and making outfit and thrifting videos at the beginning of 2020. My account started growing quickly, so I think I only started taking it seriously the last three years!
What do you love about the job?
I love seeing the creativity and beauty that people are able to create. Meeting so many people who love what they do and connecting through fashion, food, and experiences is so fun! And tbh, being able to try some of my favourite brands definitely has been great for our bank account.
What are the worst parts of the job?
People forget that there’s an actual human on the other side of the screen. I take hate comments as a challenge to see how funny I can respond back, but after a while, it’s hard seeing comment after comment say negative and hateful things about you and your community.
What’s are the biggest misconceptions about being a content creator?
That at the end of the day, the industry is entertainment. Content is a production, just on a much smaller scale (usually). We watch videos and look at pictures the same as we sit down to watch our favourite reality shows and docos, but most creators are doing this alone and on their phone. There’s so much work to be done when making videos consistently and building up your community, so if you’re enjoying watching someone’s content, let them know!
Do you think you’ll stick with this career for a long time?
I hope so! I love sharing things I’m passionate about, so I can see myself continuing to do that for a long time. However, I think the industry and how we share things will develop and change in the next few years, so I’m excited to see what that will bring!
Does depending on social media for an income worry you at all?
Definitely! One of my favourite quotes is, “Even when I was down, I treated myself like a star and eventually the rest of the world would catch up.” It’s a great motivator, but you still have bills to pay while the world realises.
How have you created your own form of job security?
I’ve focused on seeing content as a creative outlet and not as a job. It makes it easier to stay motivated and enjoy documenting parts of my life and things I love. Also by being consistent with my message! I think people know they can come to me for out of the box style, second-hand inspiration and for sustainable brands, which naturally leads those businesses to me.
What would you say to anyone looking to earn money from content creation?
Have a second source of income. Also be flexible! I started creating when I had another job and eventually content and modelling became enough to live and thrive on. In the last few months, it’s been a bit harder, so I’ve gotten a casual retail job. It actually helps my content because I’m not stressed about money as much so I can say no to collaborations that don’t align with me.
How do you decide whether or not to partner with a brand?
For me, my content (and values) are based on inclusive and sustainable fashion and lifestyle products. If a brand doesn’t really fit in with that, then it’s a pretty easy decision to make. However, if it’s something I really enjoy wearing/making/using and if I would buy it for a friend, then I love sharing! I try and make sure the language used in my content is more along the lines of “if you’re looking for this” instead of “here’s this thing you need”.
Follow Annika on Instagram and TikTok here.
Ari*, 52K+ Followers on Instagram, 23K+ Followers on TikTok
How long have you been a content creator for?
I feel like I was always thinking of myself as a content creator even when I had a small following and wasn’t making any money off it. But in terms of earning money from content, I started in 2021.
What do you love about the job?
The creativity, flexibility and making my own schedule.
What are the worst parts of the job?
The racist, sexist and homophobic comments and how little action platforms take against users who leave them.
What are the biggest misconceptions about being a content creator?
The biggest misconception is that it’s easy, or that anyone could do it. Dealing with negativity, ambiguity, difficult clients, and late invoices is not for the faint of heart.
Do you think you’ll stick with this career for a long time?
While I can see myself do this for a long time, I’m also realistic about staying open to other jobs in the future. Luckily the skills you build as a content creator are in high demand as businesses realise they need an online presence in this day and age.
Does depending on social media for an income worry you at all?
There are quieter months when there’s not as much work coming in, which can be daunting. Setting up your own super, paying taxes etc. is also a learning curve I’m still adjusting to.
How have you created your own form of job security?
I’ve got savings and a great CV from working in more traditional office jobs for years. My idea of job security is knowing that I can always get another job!
What would you say to anyone looking to earn money from content creation?
Be prepared to have flops! Not everything is going to go smoothly as you’re starting out and there really isn’t a roadmap to success for content creators like there is for other careers.
How do you decide whether or not to partner with a brand?
I try to follow my gut instinct. If it’s a product I already use, it’s usually a yes because it’s easy to organically incorporate.
Keely Bradley, 79K+ Followers on Instagram, 31K+ Followers on TikTok
How long have you been a content creator for?
I’ve been posting for almost ten years but I’ve been making money from my content for about five years!
What do you love about the job?
Right now, flexibility and freedom to be creative, both things tie back to being chronically ill. I’m in a pretty bad flare up of my autoimmune diseases, and being able to focus on my health but feel like I can keep a part of ‘me’ going that isn’t chronically ill alive through something creative that is still accessible. It’s why I began posting in the first place!
What are the worst parts of the job?
The comments from people and when you don’t feel creative or inspired. It means my platforms suffer as I’m not posting, so I don’t get work. I went through a period on Instagram last year where I was getting the most unnecessarily rude comments.
What are the biggest misconceptions about being a content creator?
That it’s a constant stream of money. It’s not, especially compared to one to two years ago. Brands take advantage of smaller creators and undercharge you (!!!). But in saying that, do it! I tried to convince my doctor to post as there is a niche for everything now and truly anyone can make money from this because there will be people out there who will enjoy what you post.
Do you think you’ll stick with this career for a long time?
I don’t know! I hope so, I don’t know if there’s many other jobs that are this flexible and perfect for a chronically ill person! I also always knew I wouldn’t have a ‘typical’ job because of my health.
About three years ago I was going to just disappear from social media altogether. I stuck with it despite that, just to give it one last go and everything picked up for me again. I found a rhythm, got management so I got more jobs, didn’t have to deal with admin so I could focus on myself, health and what I create.
Does depending on social media for an income worry you at all?
It doesn’t worry me, this is what my job is, it’s what works for me and what I enjoy right now, but it is still wild to me. I still don’t understand it and explaining it to people makes me realise how wild it is.
How have you created your own form of job security?
I don’t know if I have, outside of having management. I feel like I can’t ever create true job security as a chronically ill person.
How do you decide whether or not to partner with a brand?
My manager is great and only brings me jobs that align with me and my content. Also, of course, the fee. I was undercharging, or not even charging brands for a VERY long time and had no idea about any of it. Now I know what my time is worth. It means my content is better because I feel like a brand values me and my platform that I’ve created.
Follow Keely on Instagram and TikTok here.
Liza*, 22K+ Followers on Instagram, 9K+ Followers on TikTok
How long have you been a content creator for?
Full-time for nearly two years. But I was creating content for a couple of years before leaving my 9-5. I left because I found myself turning down creator work due to capacity, and I wanted to create room for opportunities. I waited until I could confidently support myself financially through content, I saved up a little cushion in case it all went to shit. Luckily, it’s worked out (so far).
What do you love about the job?
Firstly, the other creators that I’ve met through this work are a lifeline. In a way, they’re colleagues, and some of my greatest friends have come from the creator industry. Most importantly, I love the community I have fostered through my content. They are at the forefront of every decision I make, every partnership I take on – or turn down.
What are the worst parts of the job?
Before I have a whinge, I want to acknowledge the privilege that comes with this job. I have never, and will never take the opportunities that have come my way as a creator for granted. People would assume that the hate comments would be the worst part of the job, but I entered the industry in my mid-twenties and felt fairly equipped to handle anything more superficial. Oh, you think I’m ugly? I truly do not care.
However, just because I have thicker skin doesn’t make it okay, and I worry about the impact of criticism on younger creators. I struggle with people’s unfair perceptions of what I do for work. All you need to do is look in the Facebook comment section of an article about an influencer and you’ll see such things as “waste of space” and “stain on the planet”. Feels harsh, no?
I sense it in real life as well when I introduce myself and what I do for work. I often tailor my introduction to the audience, “I work in marketing” is usually a safe bet. I’ve come to accept that not everyone will like me, and that has to be okay, but the criticism can feel misguided and often very gendered. I also wrestle with my mental health and I know that you could draw a connection between the pressure that comes with having more eyes on your every move.
What are the biggest misconceptions about being a content creator?
That I don’t love the products I recommend, “Is it actually good?” is a message I receive every now and then, even from friends. I swiftly remind them that I would never put my name on something I didn’t love, but I suppose there is a level of mistrust within the industry. I blame the Tummy Tea era.
Do you think you’ll stick with this career for a long time?
In some way or another, yes. No one could predict what this career will look like in two, five, or ten years from now but I can only hope that I continue to grow and change with the platforms and associated opportunities.
Does depending on social media for an income worry you at all?
Sometimes. Every six months or so I’ll have a minor identity crisis and feel myself dwindling into irrelevancy. I usually scroll on Seek for 15 minutes before snapping myself out of it. You never know when you’re getting your next job, you never know when your invoices will be paid and you HAVE to be good with money. You need to be able to save and manage funds like you would for any other business.
How have you created your own form of job security?
I am technically a company and I made the decision to create a company structure for this exact reason. Instead of money coming into my account whenever an invoice was paid, it’s now paid into my company, and then I pay myself a salary as an employee, including super.
Kitch Catterall, 20K+ Followers on Instagram, 7K+ Followers on TikTok
How long have you been a content creator for?
About six years.
What do you love about the job?
I love that it’s flexible and it really is the best job in the world. When I’m getting paid for content I can be creative, work with brands I love and of course you do get so many gifted items and experiences for free. I love how it’s allowed me to make friends and speak to people outside of my immediate circle and network.
What are the worst parts of the job?
The reputation and negative connotations with the word ‘influencer’. Even the fact I always say ‘content creator’ as opposed to influencer no matter how many followers the person I’m referring to has, because influencer seems like a dirty word.
I hate that it has a bad rap of being ‘freeloaders’ or people who ‘do nothing’. Often people forget that the food reviewers, recipe creators, artists, designers, photographers, parenting bloggers they follow are all also influencers!
It does frustrate me when people devalue the time and skill that goes into creating content as just ‘freeloading’ or spruiking products that they don’t care about.
Do you think you’ll stick with this career for a long time?
Definitely! The only reason I see myself potentially ‘slowing down’ sharing my life online is if I was to become a parent. I’m undecided if I want kids yet, but if I do, I don’t want them to have an online presence at all, and that might be difficult to do whilst still feeling like I’m sharing my life authentically.
Does depending on social media for an income worry you at all?
Absolutely. I’ve struggled to keep up with TikTok and can already feel myself ‘ageing’ out of social media relevancy at times, so I am glad social media isn’t my only source of income as I’m always considering the fact it could disappear tomorrow.
How have you created your own form of job security?
I’ve used the skills I’ve learned in creating content and producing content for brands to do freelance consulting and wedding content. Whilst they still rely on social media platforms existing, it isn’t solely reliant on my own personal audience. I also think they’re transferrable skills to TV, radio, publishing or whatever comes next.
How do you decide whether or not to partner with a brand?
For me personally, there’s the obvious factor of whether I actually like the brand and product itself, and if they align with my values. But secondly, will my audience actually be their target market? If it’s a really expensive or luxury item like a car, I genuinely would not partner with them at this stage as my audience is mostly women of my age bracket and income who typically do not have discretionary spending for luxury goods. I think it would look tone deaf to my audience and also not result in a good outcome for the brand if they didn’t get exposure or sales from my partnership.
Follow Kitch on Instagram and TikTok here.
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*Jasmine Wallis co-hosts Culture Club with Maggie.
The post 6 Content Creators Reveal The Worst Parts Of Their Job: ‘Influencer Seems Like Such A Dirty Word’ appeared first on PEDESTRIAN.TV .
