Posted by on April 15, 2019

I create content purely because it is my passion. Putting any kind of effort into social media is often misinterpreted and judged or seen as a form of escape from a ‘real job’, which is something I find to be rather obnoxious.

I do occasionally earn my side money through freelance content gigs, whether that is my personal website or Instagram page – but it usually is through creating content for other brands and websites. That is my job – I create content. That is what I spend nine hours of my day doing in an office, and what I continue in the following hours. Not solely on social media platforms, but on printed publications too. I’ve never before felt the need to explain my work to others, but I far too often come across bewildering comments on the matter. In Malta? Those judgmental comments are normally what you’re faced with on a day-to-day basis. Content creation is still a relatively fresh career path, so the lack of understanding on the subject isn’t completely surprising.

Content creation involves coming up with ideas and producing written or visual content that fits a brand’s identity or a singular person’s aesthetic. It is not limited to being an Instagram influencer; which is a somewhat disconcerting label, in my eyes. Influencing is why content creation has such an unpleasant connotation. The truth is, earning the title of an influencer does not require much creativity. Boasting a pretty face, a lavish lifestyle and the right marketing skills is more than enough to boost one’s Instagram page.

The content creators I find to be most inspiring dedicate a lot of time and effort to their visual and written work. These are the people I am drawn to; creative souls, storytellers, artists. People who have more to show than a pretty outfit posed in front of an appealing background. I am drawn to any thought-provoking piece of work – whether that is a photograph, a painting, a sketch, an article or a short piece of writing. Anything that will still matter in the next five seconds, or years. Not the quick, simplified content that fills you up with temporary satisfaction – until you scroll past onto the next post, that is.

I’ve come to realise that this kind of content is actually far less appreciated than a simple pretty picture that has been edited by means of no more than a filter, and it saddens me. Back when I too snapped quick images and posted them on social media, my number of gratifying likes were far greater than they are now – but I’d argue that engagement was less significant, too. My point is, don’t give in to the trend for a short-lived outcome. Create what you deem appealing. Success is hard-earned, it isn’t the result of simply owning the right equipment, photo filters or an overnight realisation.

Dress: Zara
Location: Kingsway, Valletta

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