User Generated Content

When we were younger, many of us dreamt of becoming astronauts, teachers, doctors, or scientists. Today, when you ask most kids in school what they'd like to be when they grow up, most would respond: a youtuber, content-creator, streamer, or influencer. That's not to say that growing up, some of us didn't want to become internet-famous as a Youtuber or influencer, but rather a smaller amount wanted to do so in comparison to kids today. Why is this? This shift of prospective career paths for the next generation can be attributed to the rise and popularization of User-Generated Content (content creation) on social media apps like Facebook, Instagram, YouTube, TikTok, and many more.

Among my peers of other GenZ young adults, we can vividly remember the anticipation and excitement of waiting for our favorite YouTubers to upload their newest video on makeup reviews, gaming, reactions, or vlogs. Now, the younger generation of kids are growing up only knowing this type of entertainment on social media. Many turn to influencers to 'recommend' the next 'it' item. Be it a new makeup or skincare product, the latest tote bag, the trendiest water bottle, or even the next go-to online shopping app. However, this easily became a negative for many. It opened the door for overconsumption and raised the potential risk for the increase of unethical business practices like sweatshop work conditions in order to meet the increased demand. The consequence of this has already  started to rear its head with lawsuits against Shein, an online retail store that gained a massive following during the COVID pandemic. The infamous and trending Stanley cups that had gained popularity on TikTok, had recently came under fire due to their use of lead in their insulated products. Leading many to just throw away cups that consumers, months before, stormed Targets across the country to buy in excess for a limited edition cup. Although social media does allow for consumers to voice their input and review of a product through content creation, it can also create an immeasurable amount of backlash should the product go viral for all the wrong reasons.

Just as social media opened doors of this unprecedented influence on consumer consumption, it has also created new and brought to the limelight some more underground career paths. Just in the last decade, live streaming has seen a massive rise in popularity on multiple platforms, most notably Twitch (primarily used to stream gaming content). Although competitive gaming tournaments are not a new concept, content creation with a primary focus on live streaming gameplay was. This new demand for streaming came with an increased need for asset creators to make background music, beginning and ending 'scene credits', moderators for live chatrooms on streams, and riggers for the occasional VTuber (Virtual YouTuber or Virtual Livestreamer). Youtubers who used to make Minecraft content turned to live streaming it on Youtube and Twitch. Soon other types of similar streamers gained popularity as consumers tuned into different genres of gaming: horror, multiplayer, sandbox, FPS (first-person shooter), simulator, and indie. Some of the most recognizable being Among Us, Project Zomboid, Overcooked, Hades, Poppy PlayTime, Demonologist, and Lethal Company to name a few. The increase in popularity on indie games allowed for a focus on the creators behind them: game developers. more often than not, these indie games are released in patches or as beta without a full version. The reason being is that as streamers and their target audience play these games themselves, game developers can get direct feedback from the consumers and make improvements as they continue to develop these games and release a full version using the feedback provided.

In summary, User-Generated Content can impact many different things. Content creation can serve as an inspiration for some to pursue as a potential career, it can inevitably influence consumer consumption, and can shed light on previously overlooked content. More importantly, it brings to light that the increase in exposure to theses creative fields brings about change that can be a hinderance or a huge boost to many. Especially to those who dedicate their time to pursue their career and create new things they are passionate about.