The creator’s dilemma: Resolving tensions between authenticity and monetization in social media
研究了社交媒体内容创作者在保持真实性与利用变现机会之间的核心困境，通过对百万粉丝以上创作者的深度访谈，揭示了三种平衡策略。
In social media, remaining authentic while taking advantage of monetizing opportunities is a key dilemma for online content creators—the creator’s dilemma. Individuals typically start as small-scale creators, creating the content they enjoy. As they grow, the temptations of monetization increase, creating tension with their sense of authenticity. This can affect how genuine their content appears, potentially altering how they and others perceive their authenticity. Five in-depth interviews with mega-creators (content creators with more than one million followers) provide qualitative insights into how this dilemma can evolve and what strategies creators use to balance authenticity and monetization. The interviewed creators suggest three strategies, by moving (1) from paid advertising to co-creation with brands, (2) from staging content to improvising content, and (3) from producing content to growing their own creator brand. This non-representative and conceptual discussion motivates future research into the creator’s dilemma.