# Rethinking Content: The Art vs. Transaction Debate
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As a photographer and writer, I find that everything I create now falls under the umbrella of 'content.'
Consider this scenario:
You are a writer who enjoys spending time crafting headlines, developing engaging hooks, and composing fluid prose.
One day, you produce an exceptional piece of writing. You're incredibly proud of it, envisioning it printed on exquisite paper and framed.
After celebrating your masterpiece, you decide to share it online.
And then… silence.
Simultaneously, another writer gains widespread attention by posting a viral Twitter thread about how “Twitter is a free university, yet 99.123456789% misuse it.”
Inspired, you attempt a similar approach.
It works.
Notifications start to pop up one after another. Your excitement grows as the dopamine rush from likes and retweets takes over.
You continue this cycle, creating more threads and repackaging the same ideas.
More engagement brings more satisfaction. Your ego convinces you, “you’ve succeeded.”
With a growing following, you feel justified in calling yourself a writer and content creator, measuring success by follower count.
Having a presence on Twitter reassures you that people are engaging with your writing, allowing you to tell your family about your accomplishments.
However, when you sit down to write your next piece, you feel compelled to produce yet another thread to keep pace with the algorithm.
So, you attempt to juggle both.
Yet, as you divide your attention, your writing quality suffers. You struggle to express your thoughts beyond 280 characters, sacrificing nuance and depth.
The tweet thread, which you approached without genuine passion, ultimately falls flat.
Instead of attributing this to external factors, you internalize the blame, entering a damaging cycle.
You strive to revive your Twitter threads, convinced they’re your only means of gaining readership.
Your writing deteriorates as you prioritize viral potential over quality.
Before long, you've unwittingly become a full-time content creator.
The Challenge of Content Creation
Once you start sharing your work online, you officially become a content creator. Every form of public expression—whether creative, dissenting, or complaining—is categorized as content.
A playlist of instrumental music is considered content. A fourteen-part Twitter thread about entrepreneurship is also content. A reaction video where a vocal coach is astonished by a Finnish death metal song? That too is content.
I argue that art stands in stark contrast to content. Content is transactional, while art embodies a spiritual gift. These two concepts are fundamentally different, leading to distinct outcomes.
Labeling creations as "content" stifles creativity.
When we refer to writing or photography as content, we impose a specific purpose: to meet the demands of algorithms created by a select few tech engineers.
Instead of fostering creative exploration, these algorithms favor art that captures and retains attention, often optimizing for addictive behaviors.
The focus on attention drives revenue for tech companies. Over time, this intentional design leads to formulaic art, resulting in an overwhelming quantity of posts that prioritize transactions over genuine expression.
Content becomes transactional, seeking something in return. While that in itself isn’t problematic, the real issue arises when content masquerades as art while pursuing a transaction.
Platforms that were originally intended to showcase art have morphed into something detrimental.
The Historical Context
#### A Creative Explosion
In the 16th century, the Renaissance marked an extraordinary surge in creativity, producing figures like William Shakespeare, Michelangelo, and Leonardo Da Vinci (though the latter emerged later).
These artists thrived due to the support of patrons—wealthy individuals who funded their work, allowing them to focus on their craft. In return, patrons often appeared in the artworks, thus enhancing their collections.
Patrons had a vested interest in increasing the value of their art collections, often employing scarcity tactics to elevate art's perceived worth.
#### Market Transformation
Fast forward two centuries, and we encounter Paul Durand-Ruel.
The backing of artists transitioned from patrons to government-supported art academies.
Durand-Ruel observed that many talented underground artists were overlooked. In 19th-century France, artists needed affiliation with the French Art Academy for visibility. Durand-Ruel ingeniously introduced decentralized exhibitions, or art galleries.
Instead of relying on patrons, artists could showcase their work in galleries. If someone appreciated a piece, they could purchase it, providing financial support to the artist while the gallery retained a portion of the sale.
This shift led to private sales and promotion becoming the driving forces in the art world. However, it also initiated a trend: people began to value artworks based on the artist's reputation rather than the artwork itself.
Many could replicate Picasso's style, but only Picasso could authenticate it with his signature. Thus, the artist's brand became as crucial as the art itself, emphasizing the importance of personal branding.
#### The Rise of Personal Branding
Andy Warhol recognized this phenomenon early and took it to extremes. His premise was that artists no longer required years of training; they just needed to be well-known.
If an artist gained enough fame, even inexpensive and quickly made art could fetch a higher price than works that took years to perfect.
Since Warhol's time, artists have shifted their focus toward branding and personal narratives rather than their artistic endeavors.
Simultaneously, technology evolved dramatically.
The transition from broadcast media to the internet changed the landscape. Unlike broadcast media, owned by corporations requiring payment for distribution, the internet allows relatively free sharing.
If content is compelling enough, it can reach millions—what we now refer to as “going viral.”
Initially, this wasn’t typical for creative works; it was often limited to humorous animal videos.
That changed when an indie band went viral with minimal resources.
All they needed was a decent song, a simple camera, and a clever concept. Okay Go became a sensation.
This success sparked a wave of indie artists, filmmakers, and writers eager to achieve viral fame.
Tech companies quickly adapted their algorithms to cater to this trend. As more artists went viral, user engagement increased, resulting in longer platform usage and more advertising revenue.
Everyone profited—except traditional record companies and broadcast media. Despite their losses, they had the financial means to secure views.
While indie creators needed innovative ideas to achieve virality, record companies could simply purchase exposure, inflating costs and saturating feeds with sponsored content.
As this unfolded, the modern influencer emerged.
The Influencer Phenomenon
An influencer is someone who earns a living by being online and influencing others.
The surge of influencers sent a clear message: a “real” job isn’t necessary; creating content can be a viable career.
Influencing appeared far more enjoyable than traditional desk jobs, and many believed it could be more lucrative.
This sparked a surge of content creators actively producing work rather than just consuming it.
Today, there’s an entire generation pursuing the influencer dream. With numerous content categories, competition has never been fiercer.
The economy is shifting as advertisers, networks, and record companies increasingly collaborate with individuals who boast substantial social media followings.
The outcome? The rise of personal branding.
The Emphasis on Personal Branding
Branding and audience size have overtaken the significance of the actual work produced. Attention has shifted from the art to the artist.
Many individuals prioritize building their brand and growing their audience, creating and sharing content with the aim of increasing follower numbers.
This focus leads to two significant issues.
First, the fear of experimentation can jeopardize your core work. Writers may hesitate to explore new styles, fearing they’ll lose their audience.
Second, creativity can become constrained by algorithms, resulting in a homogenization of artistic expression.
Ultimately, creativity risks becoming indistinguishable from mere content.
Shifting Focus: From Width to Depth
The current digital landscape emphasizes breadth: going viral, funneling fans to an email list, and later monetizing them. While this approach can be effective, it comes with two drawbacks.
First, viral fame often leads to fleeting attention. Sustaining mass engagement proves challenging.
Second, the emphasis on breadth can create the illusion that viral success is essential for a flourishing online career.
This raises a critical question: What alternative strategies exist?
The answer lies in depth.
Depth prioritizes crafting exceptional work for a smaller audience over time, rather than chasing virality or algorithmic approval.
While this approach may reach fewer individuals, it fosters lasting impressions among those it does touch. Instead of adhering to fleeting trends, depth nurtures genuine community.
Why is this approach beneficial? It caters to the human desire for meaningful connections. People seek art that resonates deeply.
Yet, with nearly everyone striving for virality, a substantial portion of the audience craves something of substance.
The Concept of 1000 True Fans
Kevin Kelly, former editor of Wired Magazine and a multifaceted thinker, proposed in 2007:
“With so much scattered attention on the internet, your best bet is to not chase all that scattered attention, but to build 1000 true fans.”
So, what constitutes a true fan?
A true fan is someone who appreciates all your work, regardless of quality. They will purchase every product you create and follow you across various platforms, always providing support.
Kelly's argument suggests that with 1000 true fans, one can establish a sustainable career. If these 1000 individuals buy your creations, you achieve financial independence. Furthermore, they serve as your grassroots marketing team, promoting your work through word of mouth.
How to Cultivate 1000 True Fans
Strategy 1: Balance Personal and Audience Interests
When asked about his songwriting process, John Mayer replied, “I make one for me and one for them.” This can serve as a guiding principle: dedicate half your creative efforts to attracting new followers and the other half to authentic self-expression.
Strategy 2: Nurture Existing Relationships
Rather than chasing new followers, focus on fostering a community among those already interested in your work. Engage in meaningful one-on-one interactions, such as responding to messages and comments.
Strategy 3: Create Significant Projects
While it may be tempting to optimize for short-term gains, such as viral Twitter threads, investing time in creating a book, album, or film can yield lasting connections, converting casual viewers into lifelong supporters.