The Unseen Battles of Content Creation: What Millions Don't See Behind the Screen

While we discuss screen time and doom scrolling, we often forget to ask: What happens to the people on the other side of the screen—the ones who create?

My name is Mariia, and I'm a content creator with millions of followers. I started blogging at the age of 14, sharing teenage notes on local platforms, a live journal, and then Facebook. When Instagram launched in Ukraine in 2013, I quickly began running my page there as well. I shared my life and thoughts, and my subscriber count gradually increased. I reached the 10,000 mark almost immediately, then 100,000, and within a couple of years, it grew to a million.

At my peak, I had 5 million subscribers across various platforms, with 3.2 million on Instagram—today, that number has dropped to only 2.6 million. How did this happen? Because I am Ukrainian, the Russian audience unfollowed me after the war began. But they didn't just leave; these million people bombarded me daily with hundreds of thousands of threats and insults based on my nationality, making this the most challenging period of my life.

Not just because, at that moment, I had to leave everything behind and flee to an unknown country with just one suitcase, alone, but not only because my loved ones and family were exposed to bombings and physical danger, nor did all of them survive. All of this hurts deeply. However, the pain from the acute, targeted bullying by hundreds of thousands of people when you wake up to find your messengers hacked and your phone filled with countless missed calls containing threats... wishing you the most terrible things every day - this is one of the costs of fame.

I speak at conferences, host programs, and have published several books on this topic—one even reached the top of Forbes' business bestsellers in my country. For 10 years, I have been professionally studying methods to promote, develop, and monetize a blog. This may sound very impressive, but I want to emphasize that I collaborate with bloggers and celebrities daily in my work.

In our agency, we have implemented strategies and collaborated with well-known figures in the blogosphere. With some, we maintain a close partnership. Every day, I witness how their worldview is distorted by public scrutiny, the price they pay for their fame, and how they view themselves through the lens of likes and others' opinions, which I want to discuss. Today, the number of bloggers worldwide is comparable to the population of several countries, and it continues to grow.

Recently, while watching the TV show "Beckham," I was struck by the discussion on the burdens of public life, which prompted me to reflect on the extensive dialogue regarding social media's impact on users' mental health. However, there remains a conspicuous silence about what happens on the other side of the screen—the content creators. This oversight is alarming, especially considering:

• Over 600 million blogs are available across 1.9 billion websites worldwide.
• Instagram has more than 64 million influencer accounts globally.
• The content marketing industry is set for substantial growth, with a projected increase of $584.02 billion from 2023 to 2027.

This data highlights a growing issue: millions of individuals who share their lives online are currently facing or will face these challenges. I want to share my experience in this vast, often hidden battleground.

The Dichotomy of Public Persona and Personal Struggle

Starting out as a content creator offers many opportunities and challenges. At first, sharing personal stories and creativity feels exciting. However, as your online presence grows, the excitement can turn into the harsh reality of public scrutiny. The person creating the content, while trying to maintain an interesting and professional online image, often struggles with the personal impact of being so visible.

The Pursuit of Perfection: A Double-Edged Sword

Many people see the online world as a competition where images and lifestyles are tools for showing success. This ongoing showcase of a perfect life has drawbacks. The pressure to look perfect and always be cheerful can lead to feelings of not being good enough. The need to maintain a certain appearance and be positively viewed can take away from enjoying life's simple pleasures. The pursuit of perfection, driven by fear of criticism, pushes content creators to extreme behaviors, causing them to obsess over their looks or even get cosmetic surgery to avoid negative comments.

Navigating Personal Vulnerabilities in the Public Eye

Creating content often means sharing personal struggles. Events like relationship breakdowns and setbacks can become topics for others to discuss and judge. For example, going through a divorce can lead to intense public scrutiny. Instead of having the privacy to cope with their pain, content creators find themselves in the spotlight, where their personal changes are constantly analyzed and criticized, often alongside unsolicited advice. This invasion of privacy adds to their emotional distress and makes it hard to separate their public image from their private suffering.

The Intrusive Gaze: Living Under a Magnifying Glass

As more people watch content creators, they start to care about their personal lives. Audiences closely look at their relationships and choices, often forgetting about their privacy. This constant attention can make relationships feel like a show, where the audience feels part of it, influencing creators' choices and opinions. Being always in the spotlight can cause stress, which affects how content creators connect with others and keep their private lives safe.

The Psychological Impact: A Silent Crisis

Creating content can greatly affect mental health. Constant criticism, mixed personal and public life, and the pressure to be successful can lead to anxiety, depression, and loneliness. Young influencers, who often don't realize the impact of fame, face even tougher challenges. Managing how they appear online and dealing with negative feedback can be stressful. This shows the urgent need for support to protect the mental well-being of people in the digital space.

Conclusion: A Call for Awareness and Support

Creating content is complex and includes both successes and challenges. It involves finding a balance between sharing personal experiences and protecting one's mental health. It's important to talk about the difficulties of living in the spotlight of social media. Both new and experienced content creators need to consider the appeal of online fame against its personal impacts and find supportive communities that understand this journey. Content creation is not a solo effort; it requires teamwork to make sure that the digital space allows for genuine expression without the stress of needing to be perfect or facing public judgment.

Here's my view on social media. Thanks for listening! I think this topic needs more study and discussion. Have you seen similar behaviors online? Let's share honest stories and work together to make social media healthier and more eco-friendly.