As a creator, why should I care about creating my own platform?
Most of the platforms available for the creators today are built to facilitate discovery and monetization so that the creators can focus on the most important aspect of their job, ‘creating.’ That being said, however, these platforms create a dependency for the creator which has its own risks in the long-term. Here’s why:
- End-goal misalignment: Your success may not always mean success for the platform as well. Majority of the available platforms derive their revenues which are independent of the creator’s work. They may not always be invested in your success, thereby creating a clear conflict of interest.
- Lack of Interoperability: Closed platforms can actively limit the discovery of your content to the audience on that platform. For Ex: If you have hosted your videos on Instagram versus on your website, It would be harder for audience outside the platform to find your content.
- Lack of Control: As a creator, you have no say in determining the distribution of your work nor do you control the terms of monetization. The platforms decide these terms and impose them on you.
- No Long-term Asset value: If you decide to move away from these platforms one fine day, then there’s really not much asset you can take away from there. Your long-term investment of time and effort on these platforms would not amount to much if you decide to move away.
- Your brand comes second to the platform: Your content and your brand would always be secondary to the platforms which means it would never realize its true potential in terms of discovery and revenue.
The dependence on third-party platforms, therefore, is akin to plowing on a rented farm which may be taken away from you anytime. Creating your own platform, on the other hand, ensures better stability while also capitalizing on the benefits which these third party platforms have to offer.