I’m Not a Content Creator. I’m a Communicator.
I’m not a content creator.
I’m a communicator.
It took me longer than I’d like to admit to realize that I’d been evaluating my work through the wrong lens.
The constant posting. The algorithms. The editing, optimizing, refining, and reworking. None of it was inherently bad. But none of it was neutral either. Over time, it became clear that I was trying to force myself into a model that didn’t match how I actually work.
Content creation is a discipline of its own. It’s a job. A demanding one. The amount of labor required to do it well, consistently, and at scale is significant. The editing alone can take hours, sometimes days. For the people who are built for that rhythm, it can be powerful. I’m not one of them. And pretending I was quietly worked against my strengths.
What made this harder to see is that visibility is often framed as a single path. If you want people to know about your work, your business, or your ideas, social media becomes the default answer. Post more. Show up more. Refine the content. Study the algorithm. Repeat. For a while, I accepted that framing without question. But eventually, I noticed the cost.
Trying to keep up with a content-creator pace didn’t make my work better. It made it noisier. More fragmented. Less grounded. I wasn’t struggling because I lacked discipline or motivation. I was struggling because I was operating inside a system that rewarded performance, not coherence. Virality values speed.
Communication values clarity.
Those are not the same thing.
I don’t need my work to reach everyone. I need it to land with the right people, in the right context, and hold up over time. I care less about how often something is seen and more about whether it’s understood.
Once I stopped trying to be a content creator, things got quieter. And clearer.
Social media stopped being the work. It became a place I occasionally point to the work. A distribution channel, not an identity. A tool, not a measure of worth or effectiveness.
I’m not stepping away from visibility.
I’m choosing a form of it that actually aligns with who I am and how I communicate.
That distinction changed everything.
