The truth of the matter is that I just can’t really commit to anything anymore.
And why should I? There's a philosophy that, in order to “make it” you have to produce, and produce consistently. Consistent updates at a consistent time with consistent content. Don’t post a recipe for German Chocolate Cake amidst your Book Review blog. No one wants that!
First of all, let’s take a moment to challenge that narrative. Here are some of my favorite YouTubers:
These are video essayists who update anywhere from “once in a great while” to “next to never.” But do I unsubscribe? Hell no. They’re entertaining. When a video drops, I’m over the moon! I crack open a drink, log into Palia, and settle in for a few hours of a good time.
But I’ve fallen for the consistency narrative time and time again. It becomes almost an addiction. A lie you tell yourself about the state of your online presence. “Sure, I’m not successful or popular or talented, but by god, I’m consistent!”
It’s also a lie they tell you. “If you build it they will come.” There are a million videos and blogs that all say, “You just have to make content. Get your first thousand subscribers, and then you’ll be sailing. And it’s easy to get your first 1k. Just make things. People like things. Doesn’t matter what, just, for the love of god, produce!”
It’s capitalism! You mostly see this narrative from other creators selling the idea of being rich and famous. The mind virus of “Create or Die” infects us all, even here on Substack where there are no algorithms or global tags! It’s literally set up so that people can’t find you, and yet people still claim they will.
I didn’t even have to scroll to find the following. It was the first post on my homepage:
“OMG you guys, the only reason you’re not making six figures because you're not creating. Just make something and the money will pour in I swear!”
Who is this “Ana Calin” who is making six figures, anyway?
Ah, she’s a Substack author that only posts about how you can make money on Substack. With a little research, I came to find that she’s actually a branding expert with an MBA in “Leadership and Sustainability.” She’s worked in the marketing industry for years and is even the leader of the Forbes Marketing and PR Group.
So really, what her post should have said was:
My first month on Substack, I had 10 subscribers—it paid for a coffee.
However, with the knowledge I gained from four years at college and an $11,000 course at Harvard Business School, I was able to secure eight years of real-world experience learning the ins and outs of branding. With that knowledge, as well as the vast network of other brand savvy pals I made as the Business Council Marketing Chair at Forbes, I was able to create a substack devoted to telling people how to make money. And if you do that then you can make money too.
But if you’re just some nobody blogging about random shit like book reviews and cake recipes? Fuck. You’re screwed.
Come on, Ana. All we ask for is a little honesty.
Where was I? Oh yeah. Consistency.
There’s a lot of snake oil salesmen out there like our good friend, Ana, who give advice on what to do and how to do it. I’ve seen it for all the things. For YouTube: Make a catchy thumbnail and a title that sensationalizes and grabs attention. For a novel: Make sure to grab their interest in the first line. If they’re not instantly hooked, they’re putting your book back on the shelf after 5 seconds of reading. For Substack: Just write. Be messy. Be real. I even remember the advice for that old dinosaur, Deviantart: Post nice things on other people’s art and they’ll follow you back.
Bullshit. It’s all bullshit. Here’s the truth in how you become “successful” online.
Talent and luck. You can have one, but if you don’t have the other? Fuck. You’re screwed.
Even so, I think the old lines get into your skin. Back in the days when webcomics were cool, the rule was: update daily. Even if you had to copy/paste your art or use sprites from video games. Update daily. Even if you were reusing the same tired formula day in and day out. Update daily. Even if your art was trash and nothing was happening. Update daily. Ten times daily, if possible.
I think twenty years of that mindset really got to me. Looking back at my first post, I can smell the stink of that old mentality creeping in. Since then, each day I’ve thought, “Oh. I was gonna post every day. I’m not doing that. Am I a failure?”
And yeah. I am a failure. A bit messy failure. But that’s okay. At least Ms. Calin is with me. She’s got me. Isn’t that right, Ana?
Daaaaamn. “When no one’s watching, you’re actually free?” That’s some real “the meek shall inherit the earth” shit right there. You’re a regular marketing Jesus Christ. Go make that money, queen. You deserve it.
It's fun watching you feel yourself to a new place. I'm enjoying the show :-)