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Social Media | Content Creators| Influencers
Surviving Online Platforms
How do you survive when the game is always changing?
Online platforms are always evolving. They are constantly changing based on data retrieved from user behavior or what’s hot on the internet now. What worked yesterday might not work at 3:00 p.m. today, and the reason is simple:
Every online platform is designed to serve two masters, users and revenue.
Whether ad-driven or subscription-based, the primary goal is never making life easier for creators.
For example, if a platform relies on advertisers, its algorithm shifts to prioritize what advertisers want while still maintaining user engagement. If it’s subscription-based, the focus is on driving memberships, even if that means altering discovery, reach, or content visibility.
The result? A digital landscape where creators must constantly adapt to forces beyond their control. Platforms must evolve and their evolution is based on business, not artistry.
The Cautionary Tales of Jenna Marbles and GloZell Green
Once upon a time, Jenna Marbles was the reigning queen of YouTube with her hot mess DIY beauty tutorials and dog-parenting wisdom. Over 10 years, she accrued billions of views and ten million subscribers.
And then there was GloZell Green. GloZell was the queen of reaction videos before anyone knew what a reaction video was. And she furthered her comedic talents with a notorious cinnamon challenge (which she says to this day nearly destroyed her esophagus). With her green lipstick and larger-than-life personality, she also set the stage for YouTubers who would go on to do film, television, and comedy tours.
As it happens, at the height of their fortune and fame, the platform they once dominated shifted, and they — whether by choice or by force — no longer fit into its ecosystem.
Why? The answer is strange but simple, like people, platforms change. And when they do, not everyone has a space to stand, be heard, and be seen.
