1. Creators who make on and off-line offerings—books, products, art of many forms, courses, retreats, things you can attend or things you can own and hold. These are Creators who have to create content in order to sell their creation.

They use social media to inspire and sell, sell and inspire. It’s a siege-like, unending cycle. They really wish a publisher or retailer would give them a fair profit share and do the heavy lifting for them of marketing and distribution. Or a juggernaut celeb would share their stuff and the orders would fly in.

This longing is mostly nostalgic and naïve.

2. Creators who create content to monetize the content. The family accounts, the couples giving advice, the make-up tutorials. The proverbial influencer. They get their followings up and they get sponsors and affiliate kick backs. They inform, inspire, or entertain, and they get paid.

AI is threatening these kinds of content creators because the robot can out-fake and out-produce them.

One of my friends in the wellness space—a reputable medical professional, says that they’re getting approached by more brands to sponsor them, because the brands are seeing that consumers are less trusting of “influencers.” People want to buy from real people with earned authority and cred.

3. People who have turned their personal lives into content for visibility and connection. I’m really concerned about this way of life. The sad irony here is that the addiction to performative relating is preventing the genuine connection that we all crave.

4. And a subcategory (I am not worried for these folks,) people who are sharing their lives with an online community because it’s a fun way to connect—and that’s the beauty of the global nervous system that we call the internet.