Despite the strong job market, thousands of individuals have found themselves unemployed, particularly in the tech and finance sectors. However, instead of seeking traditional employment, many, like 26-year-old Grace Xu, are turning to online content creation as a viable career path.
Xu, who recently informed her 300,000 TikTok followers of her impending layoff, is one of many who are leveraging the power of social media to carve out a new career path. "I guess the decision has been made on my behalf," she said in a video posted earlier this year. "The universe has spoken."
WATCH: BRITAIN'S HEAVIEST MAN HAS PASSED AWAY AT 33
The shift towards content creation as a career is driven by a changing perception of job security. "I think most employees look at employers now and no longer think that they are going to find security — permanent security — in a job," said Sarah Damaske, a labor and employment relations and sociology expert at Penn State. "I think it makes it less risky to do something like go and be a content creator because employment with a traditional employer is so much riskier."
WATCH: AT WHAT POINT WE WILL TAKE THEM SERIOUSLY?
In an industry estimated to be worth $250 billion, 4% of global content creators earn more than $100,000 annually, according to Goldman Sachs Research. Platforms like YouTube, which has over 3 million channels in its YouTube Partner Program, have paid out more than $70 billion in the last three years. Meanwhile, TikTok, despite facing the threat of a national ban, has seen a 15% growth in user monetization.
April 10, 2024
The shift towards content creation has been further fueled by the pandemic, which has reshaped how employees view work. Many now prefer more control over their schedules and the ability to work from home. In February, nearly 440,000 people applied to start their own businesses, a nearly 50% increase from the monthly pace of 300,000 before the pandemic, according to the U.S. Census Bureau.
JOHN FETTERMAN BELIEVES CAMPUS PROTESTS ARE "WORKING AGAINST PEACE" IN THE MIDDLE EAST
For Xu, the pandemic provided an opportunity to rediscover her hobbies and start creating content on TikTok under the handle @amazingishgrace. Her hand-sewn thrift flips went viral, steadily building up a following. Even after leaving her banking job for a better work-life balance in the tech sector, she continued creating content. When she was laid off, she decided to pursue content creation full time.
MAN'S UNEXPECTED CONFESSION ON SIDE OF OKLAHOMA HIGHWAY SHAKES UP 5-YEAR-OLD COLD CASE
However, the transition to full-time content creation is not without its challenges. It requires significant time, energy, and resources, and success is often dependent on unpredictable factors such as algorithms, community guidelines, and audience preferences. "The level of unpredictability when you’re dependent on a platform is quite profound," said Brooke Erin Duffy, a professor of communication at Cornell University. "Your success is dependent upon an algorithm or updated community guidelines or an audience that may or may not like you on any given day."
TARGETING DISSIDENTS: THEY ESCAPED THEIR HOMELANDS, BUT DANGER STILL LOOMS FOR THEM HERE, FBI SAYS
Despite these challenges, many are finding success in this new career path. Pot Roast’s Mom, a TikTok content creator with 1.2 million followers, made about $30,000 from Patreon and another $10,000 from brand deals last year. However, she cautions others about the realities of content creation. "I think if you do something like this, you have to be ready to fail, ready to not make a lot of money," she said. "You have to be realistic."
MORE CHINESE NATIONALS CAUGHT CROSSING U.S. BORDER IN 2 DAYS THAN ALL OF 2021
As the job market continues to improve, some content creators, like Cynthia Huang Wang, are considering returning to traditional employment. However, they are setting clear boundaries, such as flexible work schedules and the ability to continue creating content. "Going back to the office every day would be a nonstarter for me," Wang said. "I think maybe like two, or max three, days because I still want to be able to create content. And I think going into the office every single day would really impact that."
Discover alternative ideas that will make you think
Engage in mind bending debate
Earn points, rise in rank, have fun
