Mariya Delano

@maegul @workreform I’ve been referring to this as “the single platform creator trap” - a creator who is trapped by their own belief that they can’t control the value they bring, is stuck within one third-party online platform, and who doesn’t fundamentally know how to recreate their success or take it elsewhere.

Creators who can make multiple platforms work always always always have way more control.

It’s a self-imposed alienation from owning the means of production in Marxist terms.

@maegul @workreform but because they don’t actually understand what the algorithms or their brand deals represent or what any of those other brands are truly paying for… creators are trapped.

Often they are trapped in the confines of a single platform which they happen to understand to some degree and where they do have an audience. So they stay trapped within that one platform, that one ecosystem, and that one algorithm.

They can’t replicate their success cause they don’t really get it.

@maegul @workreform these online platforms have made it extremely easy to accidentally attract a large enough following that it can get monetized. But when you remove that much friction - you get people with large audiences who have no idea what to do with them. They don’t actually understand why their following is valuable and so they cannot control the value.

And a lot of them don’t want to learn the difficult business aspects of their own work… so they keep outsourcing it to algorithms

@maegul @workreform I’ve been writing about exactly this for a while but it’s such a complex web of internet history, individual psychology, marketing concepts, and business models that it’s been taking me months to figure out a cohesive argument.

Basically there’s kind of a grift. But not in the way most think.

The creator economy led to a lot of people starting “businesses” without knowing a single thing about business. They just know audience and content. It doesn’t work.