Everyone Is a Content Creator — Whether We Like It or Not
Everyone Is a Content Creator — Whether We Like It or Not
What it means for businesses, belonging, and showing up in the modern digital agora
It surprises me deeply that, even though social media has been part of our lives for more than a decade now, so many people are still skeptical about using it for their brands. And I do understand it, especially if someone doesn’t yet have a brand, although I truly believe that everyone should own one, even if that brand is simply themselves. But that’s a conversation for another blog.
Still, I find it fascinating how much resistance there is towards social media. I often wonder where this resistance comes from. Is it because there is a kind of shame attached to it? Because we’ve collectively decided that social media is only for influencers, travel vloggers, or people dancing in front of a camera? Or because we’ve convinced ourselves that there is no real value in watching someone share their experience online?
At the same time, I do believe that what we often call “doom scrolling” should actually be called “numb scrolling.” Because that’s exactly what it does. We scroll endlessly through other people’s lives, their opinions, their achievements, their failures. We comment, we judge, we sometimes hate-comment, and we put ourselves out there in ways we would probably never dare to in real life. Instead of actively shaping our own stories, we end up living through the stories of others.
There’s also a paradox here that we don’t talk about enough. We’ve been taught that time equals money. We complain about being stuck in 9–5 jobs, about not having enough time, about chasing happiness but never quite reaching it. And yet, research shows that we spend an incredible amount of time on social media every single week- often an amount that equals the time we spend at our full-time jobs. That’s not accidental. It’s a system that has mastered the art of capturing and controlling attention.
Another issue I see is how social media has trained us to become scrollers rather than participants. We’ve become very comfortable following, consuming, and being part of a “herd.” But the difference between now and the past is important. Before, we knew our herd. We shared physical space, values, conversations, disagreements. There was effort involved in belonging.
Today, we combine forces with people we will probably never meet in person. The only thing we might share is admiration for the same creator, influencer, or public figure. That shared attention becomes the bond. And while this can feel frustrating or even unsettling, if we zoom out and look at history, the need for belonging has always been there. The real shift is that belonging used to require participation, presence, and contribution. Now, you can join a streaming platform, subscribe to a YouTube channel, and instantly feel like you belong.
Coming back to my initial thought, I understand why all of this can feel overwhelming, especially for business owners. I hear the same questions again and again: Is there still space for me online? Is this really how I want to promote my services? I’ve worked so hard, am I supposed to turn myself into a joke on the internet?
And this is where my mind always goes back to history, and more specifically, to Ancient Greece. The Agora was a public space where people gathered to exchange ideas, observe one another, debate, speak, and listen. Not everyone there was a philosopher. Not everyone was brilliant or groundbreaking. But participation mattered. Being exposed to ideas, even imperfect ones, shaped people. It sharpened thinking. It brought individuals closer to their potential.
In many ways, social media is our modern Agora. Participating doesn’t mean you believe you’re better than others, and it certainly doesn’t mean you’re trying to become an influencer. It simply means you choose to be present in the conversations that are shaping culture, values, and future generations. And sometimes, even believing that you belong among thoughtful minds can bring you closer to your own best self.
This is why I see social media as a form of participation in society. In a way, we owe it to society and to those who come after us, not to sit back passively while others shape narratives and perspectives. Social media is a powerful tool. It can be used to promote your business, your services, and your ideas in an ethical, intentional way, your way!
This is the new norm. The new world. And the most important part is that it’s still being shaped. So why not take part in it? Why not benefit from the momentum, while also contributing something thoughtful, human, and meaningful?
Not louder.
Not emptier.
But more human.
