Everything is now “content”

They say content is king, but in a world where everything online has become content, most of it fails to rise above anything else.

Together with

Everything is now “content”


The Future. They say content is king, but in a world where everything online has become content, most of it fails to rise above anything else. How we got to that level playing field is a tale of the Internet over the past decade, but breaking out of that endless content cycle may require a new type of Internet or a reversion back to old-school analog methods that let the Internet build the buzz for you.

The constant-attention economy
The Internet of 2022 only has one question for users: “are you not entertained?”

Writing in the New Yorker, Kyle Chayka breaks down how and why “content” became the engine of our online lives:

  • While the Internet was designed in such a way to help spread user-generated content, it became monetized and searchable… making the most valuable content the kind that can easily attract the most attention.
  • With money coming from content that can get the most eyeballs on ads, any “piece of content” becomes franchisable, spurring on a flywheel of memes, short videos, podcasts, etc., to keep the content machine chugging.
  • And, of course, the centrality of social media makes every piece of content easily shareable and monetizable for platforms… and becoming more monetizable for creators over just the past few years.
  • So, those with the most “content capital” — a term coined by media historian and New School professor Kate Eichhorn — are the ones who best know how to create and distribute content most effectively.
  • But since algorithms reward outsized attention, the way that most people make a living online is by amassing the largest following — more eyeballs for more content that need more ads to drive more monetization.

Just keep scrolling
People’s opinion on whether this attention economy is good or bad is a separate conversation. But in a world where everyone has become a content creator, the question on everyone’s mind is, “how do I stand out?”

There are strategies galore, but Eichhorn, in her new book aptly titled Content, notes how all forms of content — regardless of “genre, medium, or format” — exist in a “single and indistinguishable flow.” Your JPEG of a piece of fine art is in the feed next to a meme… making it all just part of the same noise.

Everything is content.

David Vendrell

Born and raised a stone’s-throw away from the Everglades, David left the Florida swamp for the California desert. Over-caffeinated, he stares at his computer too long either writing the TFP newsletter or screenplays. He is repped by Anonymous Content.


No design skills needed! 🪄✨

Canva Pro is the design software that makes design simple, convenient, and reliable. Create what you need in no time! Jam-packed with time-saving tools that make anyone look like a professional designer.

Create amazing content quickly with Canva