how to think about “content”

I’m embarrassed to admit this, but I’ve only recently realized the shift that is happening. The world has changed, and words like “content” and “social media” now have different meanings. Unsurprisingly, I’m still figuring it all out, but let’s dive into the combination of content and social media in four sections: what it is, why it exists, why use it, and how to use it.

Let’s do this.

What it is

“Content” is published information (not good, bad, complex, useful, or authentic…it’s just out there), and “social media” is an interactive broadcasting system that can be social. This broadcasting system is an extension of everyone’s lives (even if they don’t have their own social media accounts) and can be almost as social OR antisocial as in-person activities. (Someone can go to a party or a bar and still be antisocial).

Most terms in the realm of social media can give off a negative connotation that distract from what they really are. I find “to build a personal brand,” for example, to be a cringe-worthy expression that really should be thought of as “showing who you are, what you do, and what you think about to the rest of the world.” (Everyone chooses how much they wish to share because boundaries for privacy are still important for the creator’s sanity — more on this later).

Why it exists

Dan Koe is an online creator who put this into words that I had never considered before. In his online writings and book, The Art of Focus, he discusses that social media is the result of evolution, bringing us one step closer to everyone being able to make a living doing what is fulfilling and enjoyable on a personal level. Bear with me. Even if someone despises the idea “social media” and actively tries to avoid it, social media still fills a need with the rapid (if not instantaneous) relaying of information. Yes, it can mislead us and even ruin lives, but it is playing a role in ridding society of the jobs that people don’t want to do by providing more possibilities. As I mentioned earlier, I had never thought about the recent advancements of technology this way, but it’s starting to make sense.

Why use it

I’ve recently heard Patrick Bet David and Sean Cannell say that you should create and publish content so that loved ones or others who are interested can see it after you die. This is one way to think about it that is quite valid.

To convey what I believe is one of the best reasons to use it, I’ll use an example of an industry that’s often regarded as predominately physical (perhaps even superficial or purely aesthetic depending on who’s speaking): the fitness industry. Personal trainers do not only exist for purposes of accountability through tactics like yelling and forceful persuasion. Rather, they are also educating and assisting as creative, passionate “thought leaders” in their own way. Thought leaders…but how many trainers or fitness professionals are discovering and communicating new and groundbreaking science or ideas? Very few. So, does this mean that most trainers are charlatans? Of course not. Personal trainers help others through thoughtful encouragement and by communicating information through their own lens, in ways that best resonate with their current and potential clients. If fitness professionals are successful, they drastically improve people’s lives and the lives of everyone their clients interact with.

THIS is one of the best reasons to create “content” and engage with “social media.”

Everyone has their own unique abilities, weaknesses, vulnerabilities, and stories of both suffering and triumph. When you are authentic and intentional in what you produce and publish, you increase the likelihood of helping others who see themselves in your messaging.

“Social media” can be weird and harmful (as Cal Newport explains), but it can be harnessed for good. Considering how the software has developed, I’m convinced that it is just as addictive and potentially life-damaging as any substance we can list. Consequently, it’s imperative to be careful and intentional with how we use it. This brings us to the final section, but we should conclude the “why” with a reminder that, while it can be useless and detrimental, social media is the unparalleled medium for business growth (which, by definition, only lasts longterm with true value exchange) and positively impacting others.

How to use it

Only share as much as you're comfortable with. When I recently made my personal Instagram account public, I stopped posting pictures of my son — I think it’s dangerous to do so, but it also feels off since I don’t have his permission. Because he is what I am most proud of in this world, naturally, I may occasionally post a short-term photo (as in Instagram “stories,” for example) of me with him but I make sure his face is covered.

Especially if you’re a creative professional, don’t think of it as separate from “the art.” I can’t think of a more egotistical or narcissistic viewpoint than when someone posts short-form content on social media (with all the characteristics that they hope will help it go viral) in which they complain about social media itself and how they need to focus more on their "art" that matters. Yes, there is mindless, stupid, or even misleading content that goes viral and gives the publisher at least short-term exposure, but if it doesn’t capture attention, it probably isn’t because the platforms or other consumers are stupid — the content might just be uninteresting.

Set guidelines for use. The platforms that capitalize on short-form media especially play a role in damaging individuals’ creativity and attention spans, but it can still be positive overall if it’s used with intention and self-restraint. Related to the previous point, social media should be viewed as one avenue for creativity and production as opposed to a necessary evil or one’s sole focus in life.

This was a heavy topic today, at least for me. There’s a lot more to unpack here, but this is enough for one week. I hope you enjoyed this one.