Years ago, the concept of making a video or writing a blog, or recording a podcast wasn’t considered the best practice in terms of effective persuasion and marketing. How things have changed.

I fully fess up to trying new products based on the product reviews of someone on YouTube or reading about it on a blog. When I’m considering a purchase of basically anything from the mundane to the important, the first place I’ll start at Google and dive down the rabbit hole to content creators sharing their thoughts on whatever it is I’m considering buying at the time. I’ll try a product at a special deal when it pops up on my Instagram feed, I will save memes that inspire me and make me think—often sharing them with someone who would appreciate it.

I devote a block of time at the end of my workday to watch Tik Tok because I’ve found it to highly educational in addition to entertaining. Indeed, important ideas about politics, social justice, activism, and education have found a place to influence others on an app that first spawned a million dance interpretations. For me, as much as I appreciate entertainment value in digital content, their ability to provide new perspectives and food for thought is what has fascinated me, especially in the last couple of years.

But while finding new recipes, other people who share similar viewpoints, and innocent videos that do nothing more than provide laughter seem innocent, we are well aware of how easily the tide can turn.

One post that just hits wrong, and the wave of popularity and trustworthiness attached to leading influencers can evaporate in heartbeat. But the issues are about so much more than branding gone awry. Content creators have power. And with power comes great responsibility.

It’s something I’ve been thinking about lately—while I’m far from being a creator that is on anyone’s radar, someone in my small following surely gets something from what I put out. So, it’s entirely up to me to influence what it is that person is getting. I can depress someone. I can make someone laugh. I can encourage someone. I can give someone something to think about. I can build someone up, or I could potentially tear them down.

What I have appreciated most about blogging is that this little corner of the world is my place for sharing my thoughts. And for anyone who knows me well enough, they know I don’t mince words. When I’m feeling righteous indignation about a topic, I’ll spout off. I know what is in my heart, but perhaps others don’t. Do I come off like someone who really cares or am I just ranting? There’s a thin line between the two.

It is important to remember that when creating content to be shared with the public, it is important to be true to yourself, to be authentic. People smell fakes a mile away, so putting on pretenses is a foolish errand to go on. But remember and remind yourself of this audience—whatever the size—and acknowledge the power you have to do good or make things worse.

Knowledge is power. Content creators wield immense power in the knowledge they are supplying. Be wise. Be empathetic. Share well.

_{Photos by S O C I A L . C U T and dusan jovic on Unsplash}