What Is the Only Job in Creating Content?

Kate Tolo says the only job in creating content is to understand what the bouncer needs and to befriend the bouncer. She pictures Instagram as the most exclusive nightclub in town. Far fewer slots and far fewer people are inside than outside, and everyone inside is dancing and having the best time of their lives. Posters on the wall work like paid advertising. Getting in means being one of the people and contributing to the vibe. The bouncer at the door is the algorithm, and a creator is still in line.

The bouncer wants people inside to have a great time and never wants them to leave. If they do leave, they should bring friends, come back tomorrow, and constantly be in the club. The arrangement is dystopian, and it is true. The bouncer looks for highly emotional, engaging content and does not care whether the emotion is hopeful, sad, shocking, scary, insightful, or educational. He wants the people on the inside to feel deeply. Deep feeling is the exchange.