With the arrival of Artificial Intelligence, many may think that monetizing content creation has become easier, but the massive creation of content has made the monetization criteria more stringent. Furthermore, even for those who won this first "battle," the risks do not diminish because the market is heavily dependent on marketing investments and dominated by a few large companies.
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[ENGLISH VERSION]
What is valuable content?
As soon as Artificial Intelligence arrived on the market, its use for content creation was identified. Initially, AI-generated content was lacking in quality, with very robotic voices, characters with some problems, imprecise transitions, and low comprehension in processing requests. However, in just a few years (1-2), the change has been enormous; companies began building more data centers, and the processing of large amounts of information became possible. Beyond hardware improvements, software has also improved, but surprisingly, prompts have also emerged, even giving rise to a new profession called prompt engineer, responsible for formulating an ideal prompt, guiding the AI according to the client's needs.
Now, in some content areas, the barrier that was once clear is becoming increasingly blurred. What was once created entirely by humans now has the help of Artificial Intelligence, and fully automated videos are becoming very close to "real" content. Narrations are more fluid, characters more realistic, and images create doubt about what is real and what is fake.
In this constant change and advancement, a question arises: what is valuable content? Before, creators only needed to worry about improving their presentation style; competition was lower, and it was harder to enter the market. But today, anyone with access to AI becomes an "expert" on the subject, and those who are going to become creators are already starting to need to learn a new profession just to remain competitive in the market. Furthermore, due to this massive creation of content, platforms have begun to make monetization more difficult for creators. So there's a big question: not use it and compete in a market dominated by AI, or use it and risk not being monetized at all…
Content Creator x Platforms
Currently, the monetization of content creators strongly depends on the budget that companies allocate to the market, because platforms like YouTube, X, and Meta pay creators by passing on part of the revenue they earn by displaying ads during the videos/content made by the creators. This causes all creators on these platforms to become dependent on the financial health of companies interested in reaching the audience within their niche. In this sense, this happens when the niche is doing well, but when it's doing poorly, companies reduce their marketing budgets, causing creators' remuneration to decrease. However, since the creators' channel views are in the same niche as the companies, they also tend to drop, resulting in double the impact.
Another risk factor for content creators is the platforms themselves. There is a strong dependence of creators on specific platforms, with little variety, and the largest platforms always dominating specific content markets: Instagram for photos, YouTube for videos, X for short conversations, and so on. This dependence on a single platform makes creators dependent on a single algorithm to distribute their content, in a constant cat-and-mouse game where, when the algorithm changes, they try everything to adapt.
