The Great Content Distinction
You’ve probably scrolled through social media feeds, feeling overwhelmed by the sheer volume of articles, videos, and podcasts. But are they all serving the same purpose? Not quite. Experts now distinguish between two types of content: “user-serving” content, created to provide value to the consumer, and “maker-serving” content, designed to boost the creator’s visibility or revenue.
For a long time, social media platforms have been pushing user-serving content, often in the form of entertaining videos, bite-sized articles, or inspiring quotes. But as algorithms prioritize engagement, user-serving content has become increasingly rare. Instead, you’re more likely to see content that’s been optimized for clicks and views, rather than substance.
The Rise of Maker-Serving Content
Maker-serving content, on the other hand, has become a dominant force in the digital landscape. Platforms like YouTube, TikTok, and Instagram are built around showcasing creator profiles and promoting their work. This type of content often prioritizes production values over real value, resulting in more polished but ultimately shallow experiences.
Take, for instance, the viral trend of “ASMR” videos. While they may provide a relaxing experience for viewers, their primary purpose is to boost the creator’s visibility and earn revenue from ad clicks.
What This Means
So, what does this distinction mean for you? It’s simple: be cautious when consuming content that’s more polished than it is substantial. If a video or article feels more like an advertisement than a genuine service, it’s likely maker-serving content. Don’t get me wrong – some maker-serving content can be entertaining or even inspiring. However, when you’re scrolling through your feed, it’s essential to critically evaluate the value you’re getting from each piece of content.
By applying a filter to the types of content you consume, you’ll be better equipped to separate the signal from the noise. You might even find that you appreciate the user-serving content that truly adds value to your life, even if it’s not as flashy as the maker-serving variety.
