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The Internet Has a 1% Problem
Spoiler alert: bigger isn’t always better.
Garbage Day shared a study that outlined some very interesting data:
YouTube: 0.77% of videos claimed 82.83% of all views
Instagram: 3% of videos earned 83.7% of all views
Facebook: 2% of videos generated 86% of all views
While the study only looked at video content, I’d be willing to bet the trend works across all media. Most things capturing attention online are created by a very small minority of creators. In other words, the internet has a 1% problem.
This revelation shouldn’t really be a surprise since algorithms favor engagement, and top-tier creators often create engagement bait — just look at anything Mr. Beast does. Yet, the real interesting stuff being published online is done so quietly, to small audiences built over time.
While I may have a large audience on Medium, my views and earnings would prove I’m not anywhere near the platform’s 1%. And, you know, I’m ok with that. I’m not interested in changing my voice to fit a mass audience. I’m also not interested in the sheer amount of marketing required to reach a mass audience. It’s not for me. Instead, I’m super happy with the people who find my work and enjoy what they read.
The more I explore Mastodon and the #IndieWeb, the more I find people creating out of passion. They aren’t looking for metrics or monetization. They’re looking to share ideas with interested people. That’s what the internet was built for, and that’s the version of the internet I enjoy participating in.
