Was influential is not synonymous with making big money by uploading photos and videos of video games, testing the latest model products, going to restaurants, exclusive vacations or booked events. This is not for the vast majority of them, however it is the perception of their work that goes to the other side of the screen.
Conversely, being under the influence is usually more related to more than 10 hours of workdays, editing and follow-up responses, 24/7 related, income uncertainty, moonlight, harassment, extreme competition, and anxiety and mental state. The health problems that result from all of this point to a new study prepared by the University of Valencia on the working conditions of those affected.
“In recent years, a story has been created about what an influential person is, with the intention of encouraging people to be one that does not correspond to reality,” warns Adrian Todol, director, in an interview with todaytimeslive.com. Co-author of the above-mentioned University Càtedra d’Economia Col·laborativa i Transformació Digital. “It benefits the platforms because the more influential people there are, the more content is created for them, whether that content is poorly paid or not paid at all,” he said.
Industry prefers the name “content creators” rather than influencers. According to SignalFire, about 50 million people are already involved in this activity, though only more than two million can make a living from it. Marketing and representation agency 2betube notes that there are approximately 134,000 amateur content creators and approximately 7,500 professionals in Spain, with more than 100,000 followers on their social network.
The government is drafting a law to regulate its activities. The National Commission on Markets and Competition (CNMC) has called on those affected to consider “audiovisual market service providers” as well as traditional media or television. It also proposes to set up a grievance channel in which citizens can be alerted to violations related to their activities, such as cases of covert advertising so prevalent in the sector.
Advertising is one of the methods that influencers use to monetize their activity and are not so dependent on the decryption mechanisms of the social networks in which they work. “The ‘supposed freedom’ they have in creating content is ‘one of the farthest from reality, because they are so subject to what the algorithm tells us to do better,'” Toddol said.
“You always hear that you are your own boss! And no! It’s not that YouTube is your boss, but you do not have the freedom to do what you want because you lose, you lose interest and you lose followers.” Explains one of the influencers surveyed in the study, which collects the opinions of 31 people who work professionally or semi-professionally in this activity on YouTube, Instagram, TikTok and Twitch.
“When I started growing, there were brands that were looking for me because they were looking for someone with my profile. How do I get paid? Well, I get paid with them for hours. I have Excel where I write. And if one day they tell me they want to add another story“Except for four weeks, which we have to negotiate, because it is added to Excel and I submit,” he tells us in another.
The report warns us that when it comes to pay, there is a big difference between the perceptions of creators who dedicate themselves to social networking full time and those who do so as an outsider. “Influencers who are exclusively dedicated to the work of a content creator feel that they have little or no control over the revenue generated by the platform,” he said. And the use of advertising. “
This uncertainty about the revenue that will come at the end of the month and the reliance on the algorithm is a warning that the content creators themselves raise over a period of time. Marty Montferrer, one of the most prominent science communicators on YouTube, investigated the platform’s visibility mechanism before concluding that the algorithm had a random component. Leaving your system of economic independence in the hands of “gambling addiction”, explained Montferrer in a report to todaytimeslive.com.
The platforms also define their work schedule. While influencer publications are usually always available, their visibility (and therefore their profitability) depends on social media. This predominates among those published during the busiest activity, says a study that introduces “a requirement to be connected, especially late at night and on weekends when the number of connected followers is higher.”
This attitude is further accentuated given that networks can unilaterally block a profile or channel if they find a breach of their terms of use. “I’m afraid to put all the eggs in one basket. Imagine that tomorrow they will close my channel … what can I do then?” – says one of the respondents.
Most creators need years to generate enough revenue to turn their network into a lifestyle. However, at this point, more and more people are looking for other alternative jobs that offer guaranteed pay and therefore have a pillow in case their benefits fall or the channel closes. “Even influencers, who now seek to create content exclusively and professionally, have begun to combine this activity with others,” the researchers said.
Influencers who dedicate themselves exclusively to their work on social media say their days end “more than 10 hours”. “Publishing content is only one aspect of the work, as any type of publication requires preparatory work (creating a script, finding information and reading about the topics presented); Production (recording and installation); And post-production. (Promote it on other social networks, track and rate comments, etc.) – Researchers recall.
Moreover, the day does not end with the video or the photo itself. “All participants stressed the need to connect to the network 24/7, as this is perceived as a job requirement in itself,” the study said. “, They add, for fear of losing contact with followers or” failing “subscribers.
However, the study found a contrast between the situation reported by those affected, who made this activity their way of life, and those who devoted themselves to it part-time. In the case of the latter, almost everyone thinks that if the networks could devote more time, their revenue would be multiplied. One of them states that if he “studied the niche well” and focused more on the topics of his videos, he would “make more money”.
“Continuous communication, high workloads at a very fast pace, job insecurity, privacy and cyberbullying create an environment where people under the influence experience high levels of anxiety,” concludes a study that found “high levels of stress.” And fragile mental health, ”to which almost every creator agrees.
“Many respondents highlight high levels of activation and excitement, with no recovery time, as they are constantly connected to networks. Like most, they combine creating and posting content online with other work or activity or study, even with these two, content creation Assignments are done during other activities during the rest periods (after dinner, weekends or holidays) This combination is an ideal recipe for him. Exhaustion“, Say researchers.
The platforms responded to this type of speech and prepared resources to compensate for this feeling of the content creators. “We want our creators to make their videos in a healthy and sustainable way. To help with that, we’ve created videos and courses that address these issues directly at the YouTube Academy of Creators,” explains a platform spokesperson for todaytimeslive.com. .
“We want to reassure the developers that our systems do not take into account upload frequency or performance of previous videos when users recommend new videos, and that if they need a break, their audience will be on YouTube when they return. “There is no such thing as a successful YouTube model, but creating compelling content should always be a priority over producing a certain amount of content,” multinational sources say.
From TikTok, they express themselves in the same sense, pointing out that the motivation of the “Creators’ Council” established last February is the professional and psychological well-being of the influential. Some of the main influencers of this social network participate in it “in order to better understand and observe the needs of the community and thus improve the user experience.” Instagram also has a section with tips and recommendations on problems that may arise from the activity of the creators.
Source: El Diario
I am Ida Scott, a journalist and content author with a passion for uncovering the truth. I have been writing professionally for Today Times Live since 2020 and specialize in political news. My career began when I was just 17; I had already developed a knack for research and an eye for detail which made me stand out from my peers.
