The whole internet feels crowded, loud, overwhelming, pushy and suffocating for me right now so in January 2023 I unsubscribed from 95% of email lists I was on.
The thought pops in "hmmm, I should probably share something online" or on good days "what do I feel inspired to create today?" then suddenly my otherwise clear and calm head starts to feel I've just turned on a fuzzy TV screen.
So, I've pretty much turned off from it all for a while.
I’ve spoken with a few fellow creators around it and they’ve felt the same.
One friend didn’t even articulate how she felt about being on social media at the moment, she just mimicked the action of an animal struggling to tread water lol.
It shows up as a contraction in my womb whenever I turn my attention to it, which has to be a sign of an energetic death impulse.
Within this all, I’ve also developed a resistance to selling.
I mean, if I’m getting sick of others trying to change me, change my mind, show the gap of how my situation is shitty, or my thinking is wrong, and that they can help me feel better, it feels incongruent to invite others to step onto that painful hamster wheel.
It feels like we’re just in a rush to be... different to who we are all the time.
Improve. Change. Evolve. Go next level. Quantum Leap. Blah Blah.
Something very shadowy has come in on multi levels of beingness along the road to growth, and I just can't bring myself to swim in that collective pool until something shifts.
I realise that I have to get myself in the game if I want to stay in the game, so I returned to my shamanic training and asked myself the Chief’s question:
What’s needed?
To help me go deeper with this question, I decided to look at the 5% of creators (all 11 of them, lol) that I enjoy (rather than endure, roll my eyes at, or feel neutral about) consuming their content to see if it will help me gain some insight into what’s needed during this highly sensitive creative and consuming time for me.
Here’s what I’m asking myself about them:
- Who are they?
- What do I like about them?
- What and how are they selling?
- What have I learned about content creation and selling by reflecting on this creator?
1. Casina Caradonna
- Who are they?
- YouTuber, made popular for being digitised as the character Dina in the video game “The Last of Us 2” (a video game that I’m obsessed with).
- What do I like about them?
- A bit off-beat and quirky. Not like every other creator out there. Burps on camera, very funny and silly. Completely weird and just herself. She’s mostly just talking and filming nonsense, but it’s engaging and fun and real.
- What and how are they selling?
- YT advertising only. She isn't selling anything from what I can see. Maybe people reach out to her for sponsorships (which I haven’t seen her capitalise on). Is she making music? Acting offers due to the size of her platform? I’m not sure.
- What have I learned about content creation and selling by reflecting on this creator?
- When you’re not selling anything, there appears to be less (or no?) pressure to speak about particular things in line with a “niche”.
Click here to subscribe to Cascina Caradonna's YouTube Channel.
2. Nat Kelley
- Who are they?
- An actress and activist.
- What do I like about them?
- She has a softness and naturalness about her, and her authenticity isn’t showy or shoved in your face. It feels like her creativity erupts from a real place and is connected with causes she is passionate about. Her main platform is Instagram.
- What and how are they selling?
- She has “the ritual community”, which is a digital membership centred around ritual, connection etc but it doesn’t seem like she has that much involvement in it (other facilitators appear to take the lead). Her main job is acting, so when she shares it’s just from a place of interest and passion for the topic. Her main “sell” isn't directly linked to any monetary transaction for products/services. Rather, she uses her platform to direct you to things that will influence how you behave in regard to sustainability, indigenous people and regeneration topics/politics; causes she cares about.
- What have I learned about content creation and selling through reflecting on this creator?
- If you make your money elsewhere there’s less pressure to create in a specific way. You can afford to talk about whatever TF you want on your media channels.
Click here to follow Nat Kelley on Instagram.
3. Darling Desi
- Who are they?
- A YouTuber, creator and filmmaker who makes aesthetic and vintage inspired slow-living videos.
- What do I like about them?
- Even though you don't know her at all, she makes you feel like you DO know her. She shares a lot of her life and she treats strangers on the internet like they are her best friends. Her content is comforting to watch and helps you romanticise and appreciate the small things, so you are invited to see and interact with your *existing* world from a place of awe and wonder. There isn't an invite to stretch yourself to be different or better in her content and way of being, just appreciate what you have and what's within your capacity to create. It feels like she is just being herself.
- What and how do they sell?
- She has Patreon which she occasionally mentions in YouTube videos and on IG stories. More to mention how much she loves it rather than to invite you into it. YouTube ads, and sponsorships on YouTube.
- What have I learned about content creation and selling through reflecting on this creator?
- If you create an amazing community of people who are totally down to be in on your interests – and you centre that community around something that is 100% you all over – perhaps you can relax slightly around "messaging" and such, as you’re just sharing what you love, and who you are. Also, there's an ease consuming content from someone who you feel isn't trying to change you, your life, or your beliefs at all. Maybe (at most) inspire you to engage with your existing life in a more romanticised way.YT ads revenue is perhaps incidental to the creative process? I’m unsure how hoping to achieve sponsorships that you plug in YT videos might influence your creative process (an awareness gap I have).
Click here to subscribe to Darling Desi's YouTube Channel.
- Morgan Long
- Who are they?
- A YouTube Creator, illustrator, and makes cosy, bookish, whimsical videos on YouTube.
- What do I like about them?
- Cosy, honest, warm. She tries to make the viewer feel just feel better about themselves, where they are. She has the tone of someone who actually cares about – and is interested in – you. I like how she shares her struggles too. Very human.
- What and how are they selling?
- Multi-tiered Patreon (book club and artist postcards). Occasional one off selling of her creations eg. her specimen frames and the downloadable calendar. YouTube Adsense.
- What have I learned about content creation and selling through reflecting on this creator?
- You can focus on the building community and that money/income will flow (when structured appropriately), as long as it's centred around a particular topic or intention that you feel good about E.g. Morgan is books, cosy, creative & whimsy. Again, a creator who's not trying to change you, but accept who you are, and just show you her life and interests.
Click here to subscribe to Morgan Long's YouTube channel.
5. Gabi Abrão
- Who are they?
- An author, poet and artist sharing her perspectives on life.
- What do I like about them?
- Feels like she is just sharing shit she would write in her own diary. Has the tone of true art and isn’t trying to social media gloss over anything. She doesn’t really use filters on IG, or share aesthetic/branded pictures. Just pictures of real life as it is. A real artist vibe.
- What and how are they selling?
- A book. Patreon (blog access, book club, access to podcast and spells and rituals guide as well as previous content). Merch.
- What have I learned about content creation and selling through reflecting on this creator?
- She’s not very promotional of her Patreon community. In fact, I think she could afford to be more promotional with it. Again, if a community has a focus, I think it’s a good playground for creativity. The vibe? It’s possible to commoditise art and creativity in an energetically aligned way when you would make (or would WANT TO make) the art, whether or not you were paid for it. My impression is that Gabi would do this.
Click here to follow Gabi Abrão on Instagram.
6. Belief Agency (Brian McDonald)
- Who are they?
- A creative agency and story consultancy that builds brands on the foundation of truth. True stories that inspire people to action.
- What do I like about them?
- Feels like the CEO, Brian McDonald is just sharing his passion and his genius around storytelling. All content is very educational without trying hard to be educational. The approach is more conversational with topic focus. Teaching comes from a place of wisdom, intelligence and learned experience rather than what you mostly see, which is "I decided to be an influencer yesterday and my marketing coach told me I need to churn out some content".
- What and how are they selling?
- Storytelling live course is a more recent venture, but on the whole it's consulting services for brands for their marketing and in-house communication.
- What have I learned about content creation and selling through reflecting on this creator?
- Brian appears to have centred the brand around his own creative genius: storytelling. My sense is that he is just deeply interested in this topic, and he happens to have a business revolving around it in a very clearly messaged way. He writes books and screenplays too, by the look of it etc. He doesn't appear to have any complicated, multi-step sales funnels, just to schedule a 30 minute complimentary call.
Click here for Belief Agency's Website.
I highly recommend listing to their "You Are A Storyteller" podcast. Click here to listen on Apple Podcasts.
7. Sadhguru
- Who are they?
- Spiritually enlightened Yogic guru who shares human and divine perspectives and truths so that you can live a more joyful life.
- What do I like about them?
- Never feels like he - personally - is trying to sell you anything. At all. You have a sense that his team send the invites to products and courses etc, but even then it’s more from the space of a very loving “Trust us... You need this. This will help you.”, but without superiority, pressure, neediness, or "charge" of any kind. Everything he creates feels devoid of ego or agenda.
- What and how are they selling?
- Sells lots of things. YT ads. Inner engineering online course, and its follow up advanced course. Membership Sadhguru exclusive.
- What have I learned about content creation and selling through reflecting on this creator?
- Sadhguru has seemingly distanced himself from the selling process. It feels like his volunteers send the emails and do all the sales invitations. He just focuses on sharing his wisdom, then the rest is just links in the description of his content. If you share frequently and a lot, and really speak to people right to their core/heart, perhaps it's not necessary to actively "speak to the sell" so much? People go looking in your content for how to go deeper. Might only work well if you have a huge platform and influence like Sadhguru. Does not-for-profit have a different vibe? Creating feels more authentic, but I suppose not-for-profit doesn't HAVE to be like this, it could be just as capitalistic and cut throat depending on who runs it. Perhaps it's because Sadhguru himself has divorced himself from attachment to the outcome of what he’s doing. Like really, really. He's just enjoying the process and living in the moment and in his life's purpose. Highlighting the importance of the CEO aligning with the highest heart-driven vibe as this filters down to all involved in the organisation.
Click here for SadHguru's YouTube Channel.
8. Christina Berkley
- Who are they?
- Coach in the classic sense of the word. Also helps coaches build their coaching practise without all the hype, but through service.
- What do I like about them?
- She has a real tone of commitment to service, come what may. So when she sells it's not annoying. I like how she’s unpolished, I like the fabric of what she is sharing and where she comes from with it.
- What and how are they selling?
- She sells in her Facebook group (though I don’t enjoy consuming in Facebook, because of the platform, rather than her content). She sells in emails. She probably does most of her high ticket selling in 1:1 calls with people.
- What have I learned about content creation and selling through reflecting on this creator?
- When you come from deep service and it's clear you’re extremely passionate about the topic – with Christina it's coaching – and you really believe in it, then there's less resistance to receiving the proposal for a sale. It feels like they are telling you about what they are up to and you are happy for them and like to consider purchasing, if it feels good.
Click here for Christina Berkley's Website
9. Rich Litvin
- Who are they?
- Coach that helps coaches grow their coaching business and leadership skills.
- What do I like about them?
- I like how he story-tells. He’s also quite repetitive, which is comforting and reenforcing. He uses pictures that have no filter, they’re just of him and his family and his life. Even though he has this big ol’ brand that does have recognisable fonts and colours and feel, he doesn't lean on this day to day. He brings rich value in his shares, it feels like he comes from the place of the explorer, and also hard won experience. A blend of the two. He never feels like he comes from that pushy “should” think like this space, it just feels like, “here’s a thought to play with.”
- What and how are they selling?
- He sells mostly in the "PS" of his emails and blog posts. I like how he doesn’t copywrite for persuasion in EVERYTHING like many others of his calibre do, he simply offers new perspectives that might shift unhelpful thinking and gives you an opportunity to go deeper in the end, if you want to. I.e. the content fabric isn't always choreographed to frame the sell, the sell is simply appended to quality content. His main social platform appears to be within a Facebook group, he also has a podcast.
- What have I learned about content creation and selling through reflecting on this creator?
- There's an invitation to share your thinking freely (as it aligns with things that pique your interest and inspired) from a place of “maybe they might find this interesting and transformative so I’ll share it” as opposed to “I need to shape and fashion these people through my content in this particular way so that they buy.” It feels generous and a natural form of expression. Also, don't be afraid to share real life, without all the filters and fakery, it's more relatable and inviting.
Click here for Rich Litvin's Website
10. Elizabeth Filips
- Who are they?
- A doctor as her day job who shares YouTube videos on the side to help your productivity, mental health, and thinking. Her content is directed at people who are non-linear/creative thinkers and a lot of popular productivity advice out there doesn’t seem to work for them.
- What do I like about them?
- Feels like she is just sharing how her mind works and what works for her, what she has discovered in her research/experiences.
- What and how are they selling?
- She does sort of sell, but not much. There are the odd few peppered invitations to low ticket items. Sponsorships on YouTube. YouTube adsense. She makes most of her money from her day job (I think) or least that’s her main focus for her career development.
- What have I learned about content creation and selling through reflecting on this creator?
- Being a doctor is her main drive, seemingly. YouTube is a fun project on the side. Another example of someone who's vibe is more inviting when their creations aren't riding on them eating or not.YouTube just seems like a way for her to explore her own curiosities and deconstruct them, then share what she’s learned in the hopes it might help people. I think she’s mostly driven by personal exploration/unearthing things she’s found to be true/helpful (and doesn’t share them in order to sell you something). You have to be very interested in what you're sharing about if you want alignment/energy flow, and most likely you would have been doing it for yourself anyway.
Click here for Elizabeth Filip's YouTube Channel.
11. Malama Life
- Who are they?
- YouTuber sharing videos on intentional living, slow living, and minimalism.
- What do I like about them?
- Feels like she’s just being herself, sharing her creative insights. Sometimes I find her a bit preachy “you ought to think in this way” or she buckets her thoughts into the collective "we do this and that" a lot, so she only just about made this list.
- What and how are they selling?
- Sponsorships and YouTube ad revenue.
- What have I learned about content creation and selling through reflecting on this creator?
- She’s found a niche, she seems fairly interested in it from the looks of it, but it’s probably not her only passion. She’s got a cadence, aesthetic and tonality to her content that's familiar and becomes comforting: you know what you get when you tune in. She does, however, have a bit more of a lone ranger and linear "YouTube is a means to an end" vibe rather than heart centred, enveloping, hug-of-a-vibe like some of the other creators on this list.
Click here for Malama Life's YouTube Channel
WHAT I'VE LEARNED THROUGH THIS REFLECTION PROCESS
- Be yourself. Those that do this tend to do this and create regularly seems to find a cadence/tonality/familiar "brandable" (without trying to be brandable!) expression that is comforting and reassuring.
- When you’re not trying to sell something, or you make your "main" money elsewhere, you have less pressure/more creative liberation.
- Create a community around a focus/intention/area of interest you would be deeply interested in anyway and nurture/cultivate it as it’s a place you love to be/hang out in.
- Create around something that you would WANT to create around, whether or not anyone watches, listens, consumes, let alone PAYS you for it.
- If you share A LOT of content around a topic that you’re passionate about and would create into irrespective of who listened, you probably won’t need to sell as much “actively” (but it might take a longish time for it to be lucrative. Possibly only an option if you are resourced elsewhere and have found a way to be unattached to outcomes).
- Can you completely divorce yourself from the outcome of the thing and any attachment to it "working" and just create joyfully in the moment?
- Can you come from a deep authentic drive to service and combine that with something you would do irrespective of whether you got paid for it.
- Share you’re thinking freely as it’s just how your mind and being works and finds joy/please/expansion.
The overall vibe is that I seem to be able to consume from Creators when I sense they have taken the pressure off themselves, and on the Creation "working" (however that might be, likes, engagement sales conversions etc). They are also taking the pressure off of me to be in a particular way as a result of consuming what they are sharing.
This pressure seems to naturally reduce when the creator isn't RELYING on their creation to survive, though not always.
This pressure also seems to naturally reduce with theirs creations not needing to have perfect filters or framing etc, but feeling real. When the aesthetic of their creation is high (filters, grading, framing etc), it feels like it comes from a place of appreciating beauty and adding an artist's flair, rather than needing to meet some societal standard of perfection.
Also the pressure releases when they are simply good at non-attachment to the outcome of their sharings, and are able to be joyful and present and, sometimes, deeply in authentic service in the moment while creating.
Mostly they just adore the creative area they are in and would share around with, or without an external "reward".
NEXT STEPS FROM HERE...
Questions to ask myself:
What needs to happen for me to embody more of the qualities of my favourite Creators?
I'm also reading a book called "The Invisible Life of Addie LaRue". The main character has a curse upon her and – long story short – she can't die and has been living unnoticed in the world for centuries. Along the way she has learned to read in Latin... And Greek. Just coz she has so much time to kill, so why not.
It got me thinking...
If I were to live for 1000 years and could only study ONE thing to being an absolute MASTER, and share around ONE thing, what would that be?
Extending out the time frame you're envisioning yourself operating in seems to shift how your creative spark is framed somehow.
Anywhos, let's see where these questions take me to reopen my creativity on the online world.
If you feel how I've been feeling and the online world feels... GROSS right now, I invite you to try out the above process on yourself.
Here it is:-
STEP ONE
Who are your top creators (that you actually ENJOY consuming their content)?
STEP TWO
Ask these four questions for each Creator:
- Who are they?
- What do I like about them?
- What and how are they selling?
- What have I learned about content creation and selling by reflecting on this creator?
STEP THREE
Ask yourself:
What needs to happen for me to embody more of the qualities of my favourite Creators?
And see what this reflection tells you about how YOU might desire to embody certain energetic qualities in your creations.
Much love!