Navigating the Shifting Landscape: A Creator's Guide to Building Through Uncertainty

Something profound is happening in the creator economy. The spaces we once considered safe havens for authentic expression are shifting beneath our feet. Brands that loudly championed diversity initiatives are quietly retreating, leaving many creators—particularly creators of colour—watching their opportunities dwindle from dozens of partnerships to barely a handful.

This isn't personal, but it is deeply political. The undercurrents that began flowing during the pandemic and social justice movements of 2020 have now surfaced as a stark reality: visibility, when rented rather than owned, can be swiftly withdrawn. For creators who built careers on platforms they don't control, this revelation demands a fundamental rethinking of purpose and strategy.

I believe we're entering a season that belongs to the builders—those focused not on fleeting viral moments but on creating something quieter and more foundational. The truth I've discovered through my own journey is liberating: you don't need 100,000 followers or even 1,000 to make a meaningful impact. What matters is drilling down into your unique service and making it discoverable whether someone follows you or not. This approach has sustained countless creators through perceived droughts, often without them realizing the resilient foundation they were building. If you're creating without clear direction, don't worry. Seek support and remember that while the final destination may remain uncertain, what truly matters is your present intention and the authentic connections you forge along the way. Are you ready to build something that lasts beyond the applause?

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Chapters

• 0:00 Introduction to Time and Season
• 0:49 The Shifting Social Media Landscape
• 1:55 Building Foundations Beyond Visibility
• 4:26 Season for Builders and Intentions
• 6:02 The Importance of Present Moment

Transcript

Speaker 1: 0:00

Hi there. So Alita, goddess of Growth, today is a day. We're talking about time and season, shifting it from myself to yourself, the creator, creator on and off social media. I am really intrigued on time and season, especially when we're looking at politics, the real seasons that we all have to go through, and in this little podcast, this short podcast, I would like us to reflect. I'd like us to reflect on what is happening in the life of the creator, especially on social media, because things are changing. They have changed in the greater world and they're happening really fast, or they appear to be. These are things that have been under the surface for quite a while, I would say from the 2020 time pandemic, coming past the Black Lives Matter movement, we've had undercurrents. Some would say it happened even way before then. From the Obama era I'm in the UK Things that happen in the US do definitely ricochet, not just in the UK, but around the world.

Speaker 1: 1:22

So today I read an article that was published recently that really confirmed what many of us have been feeling. The energy around diversity, authenticity and depth is quietly being replaced with something smaller. Quietly, maybe, not so quietly. There's lots of nuances to it. Things are being minimised, the spaces which we thought were safer aren't as safe. There's less honesty. Brands huge brands are stepping back from heritage months, dei-led content and creators of colour content and creators of colour People who once had 15 to 20 brand deals are now holding just two, if any at all. It's not personal, but it is political, and it reminds us that visibility when rented can be taken away.

Speaker 1: 2:48

The journey that I have been going on in my own personal life has definitely shown me about power and ownership and things that are there for legacy building and things that are there only temporary. So, in this time of change, I do believe this is the time for us all to begin focusing on something quieter, more foundational. We're looking at the support and foundation within ourselves that will resonate to our homes, our families and everyone else. Resonate to our homes, our families and everyone else, and for me, my task is to support those that come by my life, whether it's through work, coaching, my creator network. I'm here to support creators to think long term, knowing that things are always changing In this space that we are in. It's not about going viral, though many will still do so. Being viral will not matter in the long term and, as a creator. If you're one that goes on social media to build your business, your legacy, your dream home or a dream, you will come to find that you will not need 100,000 followers, 1,000 followers, x amount of followers to be of service. In fact, the task is to really drill down into the service that you have to offer and make it available so that it can be seen whether or not people follow you, as I have been doing in my season of drought without even realising I was doing it.

Speaker 1: 4:55

This global season that we are in, this next season, is the season for the builders, for those that weren't consciously building. Now is the time to wake up with your sprouts that you were planting your seeds previously. Now is the time to wake up and start laying your foundation with intention, being guided by your inner calling. You are to be the guide, the one to show others how to rise up, even when the clapping stops. This is not work that we do for applause. This is the work that we do, that takes us through all seasons to come, and if you are out there building not quite sure as to what you are building towards, please do not worry. Come forward for support. We may never know the final result. What's important is the now, the present moment and our intention. Change is happening daily, internally and with our connections globally. Join me.