I Guess I’m an Adult Now...

Should you be a Content Creator in 2025? - Ep 11

• Chizi • Season 2 • Episode 11

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The podcast is back with Season 2, and we’re starting off with a real one. In this episode, I open up about what it actually means to be a content creator, the pressure, the uncertainty, and the parts no one really talks about. From chasing purpose to questioning stability, I share what I’ve learned about building a creative life in a world that doesn’t always understand it.

If you’ve ever thought about becoming a creator/Influencer or wondered what it’s really like behind the camera, this one’s for you.

Free Live Masterclass for Aspiring Content Creators (Sign up) - https://join.teachly.ai/chiziduruwebinar/?mcp_token=eyJwaWQiOjE2ODk4OTcsInNpZCI6MjEzNzM5MTI2MywiYXgiOiJlN2E4MWUzMDQ5ZjMyMGIyYmQxZjJmNDRlNzU4OTEzYSIsInRzIjoxNzU5Njg5NzA4LCJleHAiOjE3NjIxMDg5MDh9.TJnbuKxeJgCIXUoClE5DvPgxdKg2K6alpWcFSo5u67o&fbclid=PARlRTSANPm0tleHRuA2FlbQIxMAABp40xrlxy6qc7hwV-ZFTqUq5XS2oFtjy0qk_pc8Owz9uQcYQINAdGsI-4seUP_aem_Kx1D5XCTGfIfUuA7w6Bxyw 

You can also listen on:
Apple: 
https://podcasts.apple.com/us/podcast/i-guess-im-an-adult-now/id1810057948 

Spotify:
https://open.spotify.com/show/6RTnICKr8KoafopcFoOLqR?si=ef446f1c3802432e 

Catch up on:
The very first episode of Season 1 ⬇️
I’m Starting Life Over at 29 - Ep 01 
https://youtu.be/rucAJBDkc3c

You might like ⬇️
An Honest Conversation with my African Dad on Addiction - Ep09
https://youtu.be/_j8TtWodLcc

There's more⬇️
I’m Tired of Pretending Money Isn’t a Big Deal - Ep 02
https://youtu.be/87F1-0fT7hw

Should I Freeze My Eggs? Do I Even Want Kids? - Ep 03
https://youtu.be/RS0I-5fq6Zs

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SPEAKER_00:

Welcome back. Welcome back. Because it's really been a minute. Hey guys, welcome back to the I Guess I'm an adult now podcast hosted by Yo Gail Chizzy Duru. It's been a long time. There's been a few updates. One physical. As y'all could see, the hair is even shorter. If you are listening, you can visualize it. My hair is a low cut. Yes, she is. I was just tired. I am so tired of hair. I can't do it. I just I've really hit the point in adulthood where I need to be as low maintenance as possible. And the first thing that was low-hanging fruit was my hair. You have to go. But no, I am loving it. Like, life is so much simpler now that I don't have hair on my head and getting dressed doesn't take as long. So love this for me. But yeah. Did y'all miss me? Did y'all miss me? Because I missed you. It's actually been a long time since I filmed. Um, there's been a lot that has happened over the last couple of months since the last episode, but we are officially in season two of the podcast, which is like so dope. I'm hearing that you guys are loving the episodes, so I'm so excited for what we have in store for you. Make sure you are downloading the podcast, subscribe on YouTube, just listen where you can listen. Today I want to talk about something that how do I say it? Social media obviously is like raining right now. Social media is definitely king, or I think the the saying is that content is king. Everybody has a social media platform, everybody got a podcast now. Yes, me included, because I have things to say, but the influencer marketing industry has boomed, and I wanted to talk about just my experience being an influencer full-time now for the last eight years. I started creating videos on YouTube in 2011. Okay, so some of you guys know my story, some of you don't, but today I kind of just want to break down everything. I want to, you know, open the curtains and let you guys in on just the T of what it really means to run a social media business to be a content creator because there's more to it than what meets the eye, shall I say? I want to give you guys all the info in case you know this is something that you want to get into or you're just curious about what are these people that post on Instagram and TikTok and YouTube all day, what is really going on behind the scenes? So that's what we're gonna be talking about today. So I hope you guys are excited and yeah, let's get into it. First, let's talk about why this conversation matters. I feel like, you know, we are all in the season of adulthood where we're trying to figure our lives out. Not we have bills to pay, okay? The economy is doing what it does, and we are also multifaceted people, right? Some of us have just so much creativity inside of us, and we just need different ways to express them. And one thing that I was talking about with my um one of my friends was just the concept of media, right? I feel like as people of color, we are a little bit behind when it comes to the business of media versus, you know, some of our counterparts, they're more in sync with just how profitable and how important media is. Branding, entertainment, media, like these are powerhouses of just the world, honestly. Because if you really think about it, for every business that we have, every show that you watch, like every song that you listen to, like all of this is media, and there is it's a whole industry, right? So social media, content creation, influencer marketing, that is a subpocket of media. Media is a humongous industry, okay? I definitely feel like we see this when it comes to just the disparity in when it comes to rates, right? We we hear a lot about how black um creators aren't paid as much as, you know, maybe some of their white counterparts. Um, and I've definitely experienced this as well. Um, thankfully, you know, I have learned a lot in the business and I do feel like I am paid pretty adequately. I'm sure there's always more money to be made, but I think we are at a disadvantage and there's more of a learning curve for us because, as you know, people of color, we don't see uh media as like the giant that it is, like financially. It is a giant, okay. I think this is why the conversation is important. Like, we all need to understand what really goes into it and know that this is actually like a very viable, profitable um career. Everything is not about money and everything isn't necessarily lucrative, but you could definitely guess I'm not of it. Okay, okay, cool. All right, so let's first start off with you know how it all started for me. Again, I made my first YouTube video in 2011. I was like 15 years old, still in high school, a young spring chicken. I had cut my hair, which is so funny, full circle. I needed to learn about like natural hair care, right? I had 4C natural hair. I didn't grow up learning about my natural hair, so I didn't know like how to take care of it. And there was this amazing platform called YouTube. If you were on YouTube back in the day, okay, like 2011. Oh, those are really the good old days though. Like, I remember that time so well. Like, you know, when you're a teenager, you're bored, you know. This was the time in life where you could still be bored. And YouTube was one of those spaces where it's like, it was just this new emerging space where you know, people could share things and you could learn things. And um, oh my gosh. But yeah, so it's kind of insane to think about how I really was ahead of the curve. And I had no idea, I don't think any of us had any idea of what it would become today and what social media and influencer marketing would be today. I definitely had no idea. I did have a small dream where it was like, oh, maybe I can be like a traditional celebrity one day. You know, in 2011, that was our idea of making it. It was traditional media, so being on TV, you know, um, the music videos and all of those things. I wasn't thinking about being this big YouTuber per se. But I think as time went on and you know, more um social media content creators started coming out, it started to like we started to see that, oh, this this could be a thing. It was unfolding in front of our eyes. For everything in life, right, there's always going to be the next thing coming. Right now, there's so much talk about like AI and things like that, but things are unfolding. So even though, like, yes, in 2011, I was technically ahead of the curve when it came to influencer marketing and content creation, like there is still more to come, right? I think also when it comes to influencer marketing and social media, there's still more to come. So don't feel like, you know, it's too late for you. There's there's always something. There's always something coming, right? But you gotta be, you gotta be tapped in. I think it's so important to just be connected to the things that interest you and follow that because that's ultimately going to lead you down the path that you are supposed to go. I feel like that's how you stay ahead of the curve. And I put that in quotation marks because nobody knows everything. But if you just follow your instincts, follow your passions, like that is what's gonna keep you continuously moving forward. And because as human beings, like we are meant to evolve, we are constantly evolving. So if you are staying stagnant and staying the same and staying in a place of comfort, that's probably the worst place you can be, you know? And that's one thing that I've learned. So that's a little nugget. I've learned as like as I'm growing up, don't be comfortable with being comfortable. Always be moving, always just embrace the new because there's going to be new. Okay. So a few stats just so that we know what we're talking about. Influencer marketing is no joke. It is a billion-dollar industry that is shaping culture and careers. One thing is for sure, this is definitely a business. When I first started, I didn't know any of this. I was really just making videos because I wanted to. Um, and I kind of just wanted to add to the Rolodex of um natural hair videos so that there was just more representation of all different types of hair types. But when I decided to take this seriously after I uh graduated from college in 2017, I knew like I could sense that this was something that was like for real. You know, I didn't go to school for media per se. I did pick up a communications minor by my junior year of college. Um, so I kind of like I had a very small idea of just like the magnitude that media is, right? And how possible it was to make it a viable living. But I did have an instinct about it, right? And I and I felt like it was that instinct was so strong that I was willing to change my career directions, which you guys know. I got a biology degree. I was playing, I was pre-med, I was planning on, you know, going to medical school, but I decided to put all of that on hold and really like bet on myself and try this whole social media thing out and see if I could really make something out of it. I mean, eight years later, I'm still doing it full-time, you know. I have a team, um, and it's constantly evolving. And now it's like I've been recognized in magazines, you know, considered a trailblazer in beauty by Essence Magazine. It's like so many things that I'm like, that's crazy. Off of this one small feeling that I had um so many, many, many years ago. And this is why like I want to share this because I know there's some of you that are listening and watching that there's something inside of you that you want to do, right? And maybe other people won't get it, but you do. I'm here to tell you and to encourage you to follow that feeling. Just follow it. You never know what will happen until you follow it. So yeah. After eight years of being a full-time social media content creator, I am finally answering the call and sharing with you how I got to where I am today so that you can replicate it. I am hosting a free live masterclass. Here you're going to discover how to share your message, serve your people, and build a brand that is rooted in purpose and create some real income. You definitely want to register ASAP. It is limited seats. So check the description box, click the link, register. And this isn't just about becoming an influencer, this is about honoring your calling, okay? Owning your story and building a brand that brings both glory and growth. So I'm excited to share all that I've learned over the years. So make sure you register ASAP and I'll see you at the free live masterclass. When it comes to like my actual experience about you know being an influencer, the behind the scenes running it as a business, there was definitely a big learning curve because, like I said, I didn't go to school for this. My family, what they knew was get a traditional career, lawyer, engineer, doctor. That's it. So I was definitely at a disadvantage. So I had to kind of just learn as I went and um made a whole bunch of mistakes uh during the process. And um, but this is why these things exist, so that you can learn from my mistakes. But one thing that I will say is burnout is real, okay? Because content creation, when you think about it, you think you're just like, oh, making a little video, editing a little one, two, three, and then posting, and like that's it. No. There is so much more that goes into it that you would never know from just looking at a video until you're in it or you work within the industry of um somehow, you never know. When it comes to media, it's literally like traditional media as well. So everything that traditional media involves is what social media involves. Okay, so you have to think of the idea, you have to be scripting, you have to have a content calendar so that you keep posting. You need to have a strategy, and then there's the admin side of it. So once you start working with uh brands, you've got to do the emails and the back and forth, the pitching, the negotiating, the invoicing, analytics, and then you've gotta find management. It's it's so much. Entrepreneurship is no joke, it is no, no, no joke. So it is not just taking pretty pictures or making you know cool videos, and that's it. Nope. It is a whole business that honestly, multiple people are supposed to have different jobs, but most people are doing it on their own, and which is why like burnout is a major thing that can happen. So, yeah, y'all, my journey. Ah, what a what a mess. I remember, and this is how I know that like a lot of this was really just passion for me, pure passion. Because I didn't make a dime from this until let's see, I made my first YouTube video in 2011. I didn't even know you could get paid until maybe 2013 or 2014. And I remember trying to sign up for like the YouTube paid program at the time, and it didn't work for like two years. So, for two years, once I realized I could make money, wasn't making anything. And then around, let's say, 2015, I had signed with like this management company. Cha. It was a sketchy company. I think I was with them for two years as well. Didn't make a dime because they were like taking the ad money somehow. So if you do the math, that was like maybe five or six years where I just was just making content and making YouTube videos out of just the love and passion of it all. Um, and then when I around 2016, 2017 was when I started like learning a little bit more about how like you could, you know, get paid through brand sponsorships and things like that. So I'm like, okay, okay, okay, cool. So I remember I think the first one that I got was like, I don't know if this was the first one, but the one that really ranged true in my mind, it was for a natural hair company, and they had asked me my rates, and I was like, I don't know. Like, I had no idea how to like uh calculate rates. So what I had did was I was working as a cashier at at the time, so I took my hourly wage as a cashier, and then I thought about how long it would take for me to make a video and then to edit the video, and I just like used my minimum wage, by the way, or my minimum hourly wage, and I just put that towards like how many hours it would take for me to film a video, and then I was like, Well, I have around like 80,000 subscribers right now, so let's just like tack on a hundred another, I don't know, a hundred dollars or something. I think I was talking to the CEO at the time, I think I was like, Oh,$150. Because at the time, I think my hourly rage wage was like$9 an hour or something like that. Can you imagine? I told this business brand I would charge you$150 to make this for me to make this video. Mind you, I had 80,000 subscribers on YouTube. I think I was averaging, I don't know, anywhere from 10 to like 50,000 views a video.$150. Oh, you know it was bad because even the person that I was talking to, they said, You have actually you are underselling yourself. Like I will always appreciate her for sharing that with me because like she didn't have to. She was like, nah, you should probably be somewhere around like$700,$800. I said, Wow, telling that to me, a broke college student working for minimum wage. I said, wait a minute. Something could happen here. I can make something shake. Since then, you know, I have learned, I have learned, I've learned, I've learned. Um, and I actually have like some resources that you guys can check out down below. Okay. Um, so that you can learn about this too, so that you are not underselling yourself. Okay. You can make a good amount of supplemental income. And I'll never get like tired of sharing that story because it's a reminder that we all start from somewhere. I feel like we see people and and they're doing like these amazing things and they've grown their you know brands to such amazing heights and their businesses, but we don't hear about you know when they first started. Everybody starts from ground zero. Now, technically, some people maybe have a leg up more than others, but regardless, like everybody starts from ground zero, and I definitely started from the bottom. Um I think it makes me also appreciate where I'm at even more because I was talking to my producer, Donald, and I was just like, yo, this is really like my job. Like, this is my job. Like, this is I am really making a living off of this. This is insane. This is insane. So yeah, it's it's possible. You just you learn as you go. And if you think about, oh, I'm so scared, or I have a fear of this, or you know, you're struggling with perfectionism or maybe self-sabotage or just fear of others. Like, let me tell you something. Let me tell you something. When I first started making my videos in high school, I remember I had walked in on people like some of my classmates watching my video during lunch, and they were they were laughing at me. Like they were laughing because I used to actually be very embarrassed by my videos. I was shooting them on a webcam, like I was just getting started, okay? I never wanted anyone to like see my videos or find me on YouTube. So, and this is when I had like 300 subscribers, okay? So, but they laughed at it. But guess what? Look where I am now. Okay. Some of those people that were laughing, you know what? I won't say too much, but you you get the point, okay? So the same people that are gonna be laughing at you, secretly, they're gonna be they're admiring you, actually. They're admiring your courage. I feel like the worst that can happen is you try and maybe you fail, but I feel like nothing is really failure anymore. Like, I view failures as just learning lessons because that's ultimately what it is. Like, you have to try in order to get better at something anyway. So, yeah, let them laugh. Let them laugh. Let's talk about making this work long term. I feel like, you know, when you first get started on when it comes to just like content creation and stuff, I don't know if you need like the most thought-out strategy. Well, you probably should have a strategy from the beginning, but you know, at first it can just be you just do whatever you want. But when it's time to start making this either a business, right, where you want to be consistent, you need some strategy, right? You need some things in place. Um, so that one, you're not burning out, to that it just makes sure that you're consistent. And I feel like the difference between a hobby and a sustainable career is structure. Structure and strategy. Struct that's the difference. If it's just a hobby, do whatever you want. It doesn't matter. And let's just let's let's not forget this really can't just be a hobby. Not every passion of yours, every interest has to be monetized. So I feel like that's also something that we are forgetting because we're seeing so many people make this like a career um and make money off of it. Like we all think, oh, I should do it too to make some money. But it's like you can also just uh post regularly, like you know, when you want to, and it could just be a hobby for you. That is completely okay. I don't know who needed to hear that. I don't know if you needed permission to just post because you want to post. Please post because you want to post. We need more of that actually. For anyone that is listening, that maybe you want to take it more seriously and you want to make it a sustainable career. Um, structure is going to be your best friend and a strategy. And when you have that, it's basically like treating anything else like a job, right? You want to treat your business like a job. So on a regular job, you have set hours. Now it's not gonna be like set hours all the time, but you have to start thinking of this as a business and as a job. That's how you're gonna take it more seriously. What I do now, I mean, I pretty much have set hours for the most part. Like I'm starting in the morning at like 9, 10 a.m. and I'm wrapping up whether it's earlier in the day by three or you know, later in the day by five. Like, so today I'm I'm shooting podcast episodes. So my day started from 10 and it's probably gonna end somewhere around six. But that's a job. That's a nine of five. That is a job, honey, to make sure that it doesn't consume your life. That's also where those structure comes into play. Because one thing about it, content can just run your life, right? Everything becomes content and it's just like you're always working, you're always editing, you're always thinking about ideas. Like it's nice to have a hard stop because it creates some work-life balance. Because if not, too, ah, you will be stressed every day thinking about something. I remember by the time like 2020 came around, so that's me full-time for about three years. Because you know, 2020, that was that was the year that uh all the companies wanted to work with black creators. All of a sudden, they remembered us, you know. Um, because that was like the pinnacle of Black Lives Matter. That's when the George Floyd incident had happened. So, you know, there was a big rise in just like black business and supporting black creators. So I was working my little tail off in 2020 slash 2021, and I got so burnt out. Oh my gosh. Burnout is such an interesting thing to experience because I feel like it mimics depression. Like you just lose interest in things you once were very interested in. You can't seem to muster up the strength to do anything. Like it is the worst feeling ever. It was after that experience in that season that I realized, okay, I in order to make this more sustainable, I have to really start treating this like a business, having more set hours, start delegating, bringing people on. And that was a learning curve in itself because you know, as a solo entrepreneur, you're kind of just doing everything for yourself. It is a learning curve to learn how to delegate things to other people and like build a team. That is a whole nother skill. And they don't be teaching this in school. Uh-uh. What is going on? Anyway, it's so frustrating because like what I've had to learn over the years is so uh it's so much, and I'm still learning every single day, you know. Some of the mistakes that I've made, professionalism, knowing what you can take on and what you can't take on, right? So the capacity, once you start bringing in like brand partners, you're working for other people. I mean, I'm not an employee, but I'm contracted to do a job for certain clients, which would be brands. So they're expecting things on time. There's, you know, they're expecting you to be organized. And child, I noticed some people out there that got some stories about me. And I just want to ask for your forgiveness, okay? We all grow. I have learned that you really have to be organized if you want to be treated like, um, or just be seen as a professional and you know, get booked over and over again. And this is honestly where I think having a corporate job is really beneficial because I had gone straight into entrepreneurship and content creation straight out of college. I had a job for about a six-month period where I was a social media manager for a media company. But outside of that, I've honestly I don't have any other corporate experience. Before that, I was in the sciences. So having that corporate background actually really helps to with being an entrepreneur, whether you are a content creator or any just type of entrepreneur, really, but because you learn those soft skills of professionalism that like allows you to be able to work well with clients. Because all the brand people, right? All the sponsors that all of us are trying to get, it's just people behind the brands, right? It is people that work for a company and they are on a set timeline. They're looking at their emails every day. Like it is, it's a whole thing. So the more um knowledge that you have when it comes to just like corporate etiquette, professionalism, the better off you will be as a content creator. Trust me. Trust me on that. Other mistakes that I've made, I feel like as an entrepreneur, right? Once you start trying to scale, build a team, maybe bring an assistant on, things like that, looking for management, that is a whole nother beast that you kind of have to understand because that is a skill as well. Like hiring, firing, when to do that, hire slow, fire fast. Yeah, that's real. Okay. But even just knowing how to be a leader, right? A team leader, that is a whole thing. And most solo entrepreneurs are actually really not good leaders. And yeah, I'm a part of it. No, let me stop. I'm I'm learning. I'm learning. But yeah, no, a lot of solo entrepreneurs aren't the best leaders when it comes to just like having a team because there's so much in our minds already, right? So to now think about delegating it is actually another job. That's project management in a way. So it's a skill and let's say a muscle that you have to build. With all that being said, should you quit your job to become a content creator? I think you know, everybody's situation path is gonna be different. But if you are, let's say, a college student, I would tell you absolutely not. You should work. You should go out into the corporate field and you should work. And the reason I say that is because it is going to expose you to the business side, the corporate side of things, which is going to inform you how to um like navigate as an entrepreneur when you finally do become like a full-time entrepreneur, if that's ever what you want to do. And you get to learn it on somebody else's dime. You get to get paid to learn. Come on, it makes sense. Take on as as many experiences as possible before you are just like out on your own completely. Again, everybody's situation is gonna be different. You know, I am somebody that I, aside from like my small stint as a social media manager for a media company, I don't really have any corporate experience. Um, and while it's not like a major, major regret, I could tell that I was at a disadvantage not having that corporate experience because there were so many things that I hadn't learned and that I would I was just behind on. When you work in corporate, like you have the T. Like you know what people are looking for. So it's easier, honestly. So yeah. Um, and when it comes to just financially as well, I don't think it makes sense financially to quit your job, especially if like you're not consistently like getting money as an entrepreneur. Again, I think everybody's, you know, situation is gonna be different. Like maybe you have a little bit of uh safety net or cushion where you can like get away with not having a job for a little while and just putting your all into your business for a while. If you can, sure, do it. But if you know that you have to take care of yourself, maybe you have other people to take care of, you gotta do what you gotta do. And if you gotta work a job, you gotta work a job, honey. Work the job. I completely get it though. Like working and then also trying to focus on a business content, like edit, it's a lot. The Lord be what you I don't know. Like, I remember when I was working, I think I was part-time, funny enough. I was part-time, and I would commute to work like twice or three times a week. And it's like I had to do that, and then also my content stuff, and I was able to balance it for a while, but after a while, I was like, wow, this is a lot, and I was working part-time. So I completely understand, you know, the whole the concept of just like feeling burnt out and overworked and just not having enough time when you have a full-time job, but we're adults now, so you gotta think about things strategically. Um, you gotta plan ahead, you've got to save, right? And have a plan. Honestly, have a plan. Um, and I always say, like, what probably makes the most sense is you wanna keep doing your business on the side, right? Until either your business matches your salary or doubles it. And honestly, I think it should double it first because then you know you have some cushion and some leeway. Now, if you wanna live life on the edge like me, you gotta deal with the outcome of whatever that is. Okay. All right. I think also one other thing that is a major misconception is that being in front of the camera is the only um path within the influencer industry or social media content creation industry. Like there are so many different roles that you can um be a part of. There's so many careers, um, career paths that you can take within media that doesn't have to be the actual content creator, right? The one that's in front of the camera. Like to make this possible right now, there you need a producer, you need a social media manager, you need a copywriter, right? You need an editor, you need an agent, right? That's negotiating the deals and bringing in the business. Like, uh, there's so many pathways that you can go. I think something just to think about is like how you can utilize your skills and your talents and gifts and use it within media, within the media industry as a whole. And the reason, again, that I want to share this is because I know majority of my audience are, you know, women and people of color, and you know, we do not know these things. Most agencies, it's annoying, actually. It's like it's frustrating to see, but like most agencies are majority like white. A lot of the people that I work with that are behind the brands that are at um with the marketing agencies, they are Caucasian. And nothing against my Caucasian folks. I love everybody, but it's just like you can see the disparity. Like, they know that this is like a major career that they can actually follow. Whereas, like us as in the black community, we don't know these things. I think that's something that I would definitely like say like, look into the behind the scenes because that is that's honestly where there's so much opportunity. Manager, strategist, editor, the list goes on and on. Whether you decide to go full time with this or not. I think building your personal brand is always going to give you just like different options, leverage, and freedom. And you know, with this economy, we need that. Okay. You need several sources of income coming in. So I think it's always a good idea to have some form of a personal brand. I think it's about creating content and um just creating whatever content that works for your version of your life. But yeah, if this is something that you do want to take more seriously, I am hosting a free masterclass so that you can learn how to share your message, build a brand that's rooted in purpose, and serve your people. Okay. And also make some real income. So you can check the description box below if you are watching on YouTube or if you are listening. Check the description box so that you can sign up and register for this free masterclass. You don't want to miss this. I'm gonna be dropping all the tea, okay? All right. Um, that's all I have to say for the day. Feels good to be back and chatting with you guys. So I'm excited. Please make sure you come back for next week's episode. There is so much in store for this season, and I will catch you guys later. Bye y'all.

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Chizi Duru

Host