Digital content creation in Bangladesh has undergone a remarkable transformation, shifting from a casual pastime to a viable professional career. However, as more individuals pursue this path, questions arise about the sustainability, impact, and acceptance of content creation as a legitimate profession. Let's take a look at how the evolution of content creation, while promising, is fraught with challenges that extend beyond the screen, and how these obstacles are tackled by local content creators.

The essence of content creation

The essence of successful content creation lies in authenticity and passion, not merely the pursuit of fame or fortune. "Don't rely on being famous. Start making content based on the niche you're passionate about. Newcomers are bandwagoning on trends and promoting their lifestyle over-focusing on their content, which we need to break away from," says Rakin Absar, a digital content creator active since around 2012.

Mahim Ahmed, known for his cooking content on Instagram, also underscores the importance of consistency and originality. "Essential skills include having a unique selling proposition (USP). Do what you're good at and be consistent," he says, "New creators are coming up much faster now, so you must stay on top by consistently uploading good content. Let the algorithm recognise you."

Kaarina Kaisar, a digital content creator with over five years of experience, says that she started her journey on a budget, which helped her focus on the quality of content rather than the equipment. "I don't have a team; all I have is my phone," she adds, "Start slowly and humbly. Short-form content is trending now, and you don't need a fancy setup to start."

Societal perception and combatting criticism

One of the significant hurdles content creators face in Bangladesh is societal perception. Despite the growing recognition of digital content as a legitimate career, many still view it with scepticism. Rakin reflects on this challenge, "Most people do not take this as a profession, which is why they say what they say online. The general public needs to be educated about this being a legitimate profession."

The societal bias is further complicated by gender dynamics, as Kaarina explains. "It's almost evident that women are not preferred as content creators for the general audience; it's very easy to receive hate without context. What frightens me is that the people who are promoting hate speech are those from educated backgrounds with minimal knowledge of content."

Addressing the broader misunderstanding about the role and impact of influencers, Mahim adds his own take to the discussion: "A good influencer has an impact on people's lives. If someone's learning something from me, that's what I'd regard as a good influencer."

Dealing with negative perception

The general perception of content creators in Bangladesh is mixed, often split between admiration and disdain. According to Kaarina, there is a strong support system among fans, but also a lot of negativity, especially towards female creators. "I've personally faced hate comments for simply existing in the content creation field," she says.

Mahim points out that the perception gap is partly due to a lack of understanding. "Many people still don't see influencers as professionals. They think we're just doing silly things online." However, he believes that a good influencer impacts lives positively. "It's about educating the public on the value of our work," he adds.

Rakin shares his thoughts on overcoming societal biases: "When we started, we had to fight through a lot of scepticism and hesitation. It's a new profession; like any new field, it takes time for people to accept it. We need to keep showing the positive impact of our work and hope that over time, the perception will change."

Recently, the role of influencers in political and social events has been a topic of debate. Kaarina recounts a recent experience of attending a youth forum hosted by the Prime Minister, which sparked controversy among a notable percentage of the local audience. She says, "Much of the general audience didn't acknowledge that the program wasn't just for influencers; it included young representatives from various sectors. The backlash was uncalled for since we didn't bribe our way in; we were honoured to be invited and recognised for our contributions." 

This incident highlights the tension between public perception and the evolving role of influencers in society. While some view their presence at such events as a positive sign of recognition, others remain sceptical. Kaarina reflects that negative comments mostly stem from a lack of understanding about what content creators do and the value they bring. "It's important for the public to see that influencers can have meaningful engagements beyond social media," she adds.

Monetisation and its challenges

While content creation can be monetised, the path to financial stability is often uncertain and challenging. The fluctuating nature of monetisation means that creators must navigate a landscape of variable income and platform-dependent earnings. Kaarina points out, "One thing is for sure: consistency pays off. Local brands will want to affiliate with you if you're consistent, even if you're slow on the algorithm."

Successful monetisation often hinges on producing clean, engaging content that resonates with audiences. Mahim highlights the importance of this approach: "Clean and friendly content eventually makes it big. You'll grow and get monetisation opportunities if your content helps others or provides a pleasant experience."

Across the board, content creators stress that financial success should not be the primary motivator. Instead, passion and authenticity should drive content creation, with monetisation seen as a potential byproduct of sustained effort and quality output. By focusing on what they love and staying true to their unique voices, creators can build a loyal audience and achieve long-term success in the digital space.

The role of platforms 

Rakin Absar began his journey on Vine and later transitioned to YouTube, adapting his content to fit the strengths of each platform. Mahim Ahmed initially found success on Facebook. He reflects, "Facebook is easy to use because you can invite all your friends, and they can support you right away. My friends were very supportive, and they shared my content within their circle."

However, with platforms like TikTok, content creators often face distinct challenges. Mahim Ahmed, who expanded his reach to TikTok—even grabbing a 'Content Creator of the Year' award on the platform—initially encountered negative stereotypes associated with being a "TikToker". He says, "It's up to the creators to change that perception." 

He also states that in the next 4-5 years, content creation as a career choice can go big, with prominent figures setting the stage to represent Bangladesh on international platforms.

The future

Content creation goes beyond mere visibility; it is a demanding and rewarding profession that requires authenticity, passion, and unwavering resilience. As societal perceptions evolve and the digital landscape expands, aspiring creators must be ready to confront the true challenges of this dynamic field. By embracing these realities head-on, we can encourage a more informed and accepting audience, paving the way for a supportive environment that nurtures the next generation of content creators.