How have content material creators’ behaviors advanced over time?
Within the early days of content material creation, authenticity was the muse of on-line engagement. Bloggers constructed area of interest communities based mostly on shared pursuits, fostering real connections by long-form written content material. Ardour drove creators to share their hobbies, private experiences, and causes they cared about.
Nonetheless, with the rise of video platforms and social media monetization, content material creation has shifted from being purely passion-driven to a business-oriented panorama.
The shift to engagement-driven content material
As soon as rooted in hobbies and private pursuits, content material is now closely influenced by monetary incentives and social validation. This has led to creators pushing boundaries, typically participating in excessive and dangerous stunts only for views.
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A notable instance is Cebu-based vlogger Boss LB, who confronted backlash after cosplaying as a snail and crawling on a freeway in Consolacion city. His video amassed over 18,700 reactions and 15,000 shares but in addition sparked public outrage for the potential hazard it posed.
Equally, in Butuan Metropolis, content material creator Boy Banat went viral after dancing on the roof of a transferring jeepney in visitors. These incidents elevate an necessary query:
Has the pursuit of virality overtaken accountable content material creation?
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To discover this, CDN Digital spoke with Joselito Banono Jr., a licensed psychologist and licensed specialist in social psychology, to grasp the motivations behind the shifting conduct of content material creators.
JOSELITO BANONO, JR., RPsy, RPm, CSSP is a licensed psychologist, psychometrician, worldwide speaker, and licensed specialist in social psychology by the Psychological Affiliation of the Philippines. He’s the writer of the debut memoir Going By means of Trials, Triumphs, and Twenties.” | Social Psychology Community
Banono defined that content material creation had undergone a drastic transformation. What began as a private interest has advanced into a strong digital motion.
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The rise of monetization
Early creators, primarily bloggers, shaped small communities centered round shared pursuits. Their content material was pushed by self-expression moderately than virality or revenue.
“Earlier than, content material creation was about running a blog, writing, and forming small communities based mostly on shared pursuits. Individuals adopted and subscribed as a result of they have been genuinely involved in a subject,” Banono mentioned.
With the rise of vlogging and monetization, the panorama modified. Sponsorships, promoting income, and model collaborations turned content material creation right into a enterprise. Now, anybody with a smartphone and web entry can turn into a content material creator—and doubtlessly earn from it.
“At this time, with the rise of vlogging, whereas authenticity nonetheless exists, the main focus has shifted in the direction of enterprise. Sponsorships and monetization have modified the panorama. Earlier than, solely these with sturdy communities might appeal to sponsors, however now, anybody has an equal probability of being seen and incomes from content material,” he mentioned.
The shift to an engagement-driven tradition
This transition has led to a tradition the place success is measured by likes, shares, and views moderately than the content material’s unique intent. The World Digital Report 2024 reveals that Filipinos aged 16 to 64 spend a median of 8 hours and 52 minutes on-line each day, with 5 hours and 20 minutes spent on cell phones.
Whereas social media stays a device for communication, leisure, and commerce, engagement patterns are shifting. Curiosity in vlogs as a advertising and marketing device has declined, suggesting that audiences have gotten extra selective with their time and content material consumption. This shift forces entrepreneurs and creators alike to rethink their methods.
Social media’s affect on content material creation
Social media has profoundly formed content material creation within the Philippines, the place customers have elevated by 8 %, reaching 86.75 million identities. Regardless of this, the typical time spent on social media has decreased by 8 minutes each day. Banono attributes this decline to content material saturation.
“Earlier than, creators constructed communities. Now, everyone seems to be an viewers. The objective is not about creating significant content material however about getting views. One viral video can flip somebody right into a full-time vlogger in a single day,” Banono noticed.
The rise of performative, excessive content material
This shift has resulted in additional creators resorting to controversial, excessive, and dangerous content material to impress reactions. Some have interaction in “emotional phishing”—posting about their struggles to elicit sympathy and engagement. Others use outrage advertising and marketing, intentionally upsetting unfavourable reactions to spice up visibility.
“Many content material creators at present are positive with being referred to as ‘poisonous’ as a result of controversy brings engagement. Even when folks react negatively, the algorithm rewards them with extra views and monetization,” Banono defined.
Monetary incentives and the enchantment of content material creation
Monetary strain is among the greatest motivators for excessive content material. Many Filipinos see content material creation as a path to monetary success, particularly with stories of high vloggers incomes hundreds of thousands.
“There’s this mindset now: ‘Kapoy na magtrabaho, mag-vlogger na lang ko.’ (Working is tiring, I’ll simply be a vlogger). The concept vlogging could make you wealthy shortly is tempting,” Banono mentioned.
The psychological hook: Validation and Dopamine
Past monetary rewards, content material creation fulfills a deep psychological want for validation. Likes, shares, and feedback function a type of social forex, creating a way of self-worth.
“When content material creators obtain engagement, their brains launch dopamine—the identical chemical that makes addictive behaviors really feel rewarding. Over time, they turn into hooked on the sensation of being related,” Banono defined.
This habit to consideration, mixed with monetary incentives, pushes creators to always outdo themselves, typically crossing moral and authorized boundaries.
The long-term penalties
Banono warns that the long-term penalties of this development might reshape the digital panorama in ways in which aren’t fully optimistic. As extra creators prioritize virality, audiences could turn into skeptical of on-line content material, questioning its authenticity and reliability.
The strain to seize consideration might also encourage extra excessive and harmful stunts, placing each creators and the general public in danger. Moreover, as platforms proceed to reward excessive engagement, significant and informative content material could also be overshadowed, making entertainment-driven tendencies dominant.
Moral content material creation
Banono believes the development can nonetheless shift in the direction of extra accountable and sustainable content material creation. He encourages aspiring creators to stability authenticity with monetization.
The important thing transferring ahead, he suggests, is selling moral content material creation whereas adapting to digital tendencies. This consists of encouraging authenticity over virality, educating creators on moral accountability, and holding platforms accountable for regulating dangerous content material.
“To construct moral practices, content material creators ought to do not forget that they create content material to do extra good than hurt. The objective must be to offer social affect and worth. Moreover, they need to contemplate insurance policies and legal guidelines—creating content material doesn’t imply they will disregard authorized duties. Content material creators must be educated about mental property, environmental rules, and different related legal guidelines,” Banono mentioned.
“Content material creation mustn’t simply be about tendencies. It must also be about goal. In the event you’re creating only for views, ask your self: ‘Why am I doing this?’,” he added.
The evolution of content material creation—from passion-driven to engagement-focused—displays the digital age’s affect on human conduct. Whereas monetary incentives and social validation drive at present’s creators, the problem lies find a stability between authenticity and enterprise.
As extra creators push boundaries for consideration, society should ask: The place will we draw the road between creativity and recklessness?
For Filipino content material creators, the chance to thrive on this business is bigger than ever. However success mustn’t come at the price of accountability and ethics. On the finish of the day, content material mustn’t simply entertain—it must also encourage, inform, and uplift.
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