Rachel Oliveira

If you’re a content creator, whether on YouTube or Instagram, you may be experiencing declines in your views or the reach of your posts.

Following the evolution of statistics in these networks over the last 5 years, I present the likely causes of this decrease in vews:

• Increased competition for audience among content producers: The excessive increase in the number of “content creators” has made it more difficult for a youtuber/influencer to achieve visibility.
• Increased competition for audience between different apps: different social networks are competing for the same audience. When the audience chooses to watch content in a certain application (app), the audience in the app that was deprecated decreases.
• Content saturation, caused by too much similar content. The strategies that worked when Youtube was created in 2005, no longer work in 2021. Just look and see that even content creators with millions of followers and who made vlogs or “family friendly” content are starting to do interviews on the model “podcast”, following the trend of other channels. Which, again, leads to content saturation, due to the excess of podcast channels.
• Change in the behavior of the audience that migrated, in part, from videos that presented a reality close to theirs to videos that show a desirable, but unattainable, reality. This behavior is exposed by the content creator in the video below. Starting at 11:49 minutes of the video, she reports:

“Not everything you see on the internet is real… I realize that Brazilians, not just Brazilians, I think the whole world, is loving this business of following people with unreachable lives, unreachable fortunes, unreachable goods, ostentation… even with relation to the body itself…”

Evelyn Regly

In addition to the above factors, the WGSN page brings, in the work “Influencer Evolution 2020”, the information below:

Today’s saturated and fragmented influencer landscape is starting to have adverse effects. New influential figures, driven by their ability to mobilise and motivate people, are taking the spotlight in 2020 and beyond.

The landscape is not only fragmented and saturated, but also favouring a new breed of ‘advocates’.

Shifts impacting the transformation of the influencer economy:

• The rise of “realism”
• Proliferation of social networking apps
• Visual homogeneity and content saturation
• False news and misinformation lead to a post-truth society
• “Authenticity” overload and covert influencers
• Cancellation culture and social shame emerge
• Pockets of collectivism gain strength
• Participatory platforms like TikTok
• Greater awareness of social issues and inequalities
• Social media detox, along with a slow life, result in a decrease in sharing
• Greater awareness of mental health
• Conscious consumerism reaches the masses
• Loneliness Recession Affects Human Connectivity

And you, what do you think about all this? Leave your comment 😉