Content Creation is Extremely Underrated
Where do you go to look things up? Decades ago, people would go to their bookshelves and open an encyclopedia. Fast forward a couple years, and people would go to Yahoo or Google.
If you asked members of Generation Alpha, however, you’d be surprised by their answer: TikTok.
This new generation, comprised of children under 13 years old, uses the social media platform as an engine. According to one article, “TikTok is also frequently used as a search engine by Generations Z and Alpha.” (And get this: we aren’t even scratching the surface when it comes to AI.)
TikTok is the new Google. In the same way you can search Google’s databases to find information, younger generations use TikTok to search for the same things. Companies spend money to make sure their websites top the search results. But would that same cash not be better spent on making TikTok videos?
Content creation is not just about making funny dances. It’s about meeting people where they are.
If you were told to picture a content creator in your head, you’d probably think of a teenager dancing in front of a camera to some catchy tune. And while that might not be completely wrong, there’s more to content creation than the average person may think.
Adobe defines a content creator as “someone who creates entertaining or educational material to be expressed through any medium or channel.” Although I think this definition hits the nail on the head, it’s missing an essential part: persuasion. Content can entertain and educate, but also seek to convince someone to do something – to advertise. Companies put advertisements with the hope of converting readers into their customers. Content creation opens another avenue for brands to do this exact same thing in a different way, and it’s more effective at getting to younger audiences.
TikTok is not just for dancing. It’s for getting any message out there.
This method not only applies to brands, but to individuals too. Before, if you wanted a platform to share your message, you would spend money on postcards or hang a flyer up on a telephone pole. Now, you can share your voice and message all over the world with the push of a button, with the intent of either entertaining, educating, or persuading.
You can even get paid as a content creator even to the point where it becomes a full-time job.
Whole companies exist because of content creation. Dave Ramsey, a finance guru, started giving advice on the radio. Now, his radio shows are repurposed into YouTube videos, Instagram reels, and long-form YouTube videos. Ramsey Solutions, a company dedicated to giving financial advice, is built upon a strategy of creating content.
Personalities have been created because of social media. Gary Vaynerchuk, a media entrepreneur, built his personal brand with the platforms. He advocates for posting, at minimum, 100 pieces of content a day across all platforms. As preposterous as it sounds, the strategy has paid off for him: VaynerMedia, his digital advertising agency, is now amongst the top globally.
Perhaps you might not want to be a famous personality, and that’s okay. Have you considered how content creation can get you work? Chris Do, a graphic designer who founded media and education company The Futur, advocates for creating valuable content as a means to generate leads for a personal business.
According to Hubspot, “content creation is the ultimate inbound marketing practice.” And now, with Generation Z and Alpha using social media platforms to search up topics, it may be safe to say that content creation is the ultimate feeder of information.
Content creation can take you to a lot of different places. But regardless of whether you do create content or not, you must admit that this movement is too large to be underestimated. It will continue to change and evolve.
It’s time to understand that content creation is not just a “new thing” for teenagers — it is an essential element in today’s communication industry.
I’m Sean Formantes, a graphic designer and content creator for social media. I am a lover of music, art, and coffee.