Foreseeable Future

Is it enough to stick to just one avenue of revenue in a world gone digital? Four of social media’s influential shed light on being content creators in a business dictated by numbers

- Koyyi Chin

Chances are, you may be reading this article on your device. And whether you’ve caught wind of it via scrolling through your social media feed or have chanced upon it on Tatler Malaysia’s website, there’s no two ways about it: you’re doubtlessly online, trawling for something or other to entertain and inform yourself.

So, while not necessarily news to anyone, the way we consume media and how we produce it is irrevocably altered. This is compounded by the pandemic-induced digital surge in 2020, and as consumers switched from offline to online purchases, many businesses doubled down on their efforts in the virtual space as conventional methods of advertising had slowed. So, as digital marketing takes precedence in the current climate, a group of multihyphenates emerge. Labelled with umbrella terms such as ‘influencers’ and ‘key opinion leaders’, these are the internet’s affluent—more precisely, if a little ambiguous yet at the same time literal, they are content creators, whose livelihoods depend on being on top of the ever-evolving digital food chain.

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