JANUARY 14, 2022

View in Browser

Welcome to The Tilt, a twice-weekly newsletter for content entrepreneurs. Each edition is packed with the latest news, strategies, and tactics, plus inspiring creator stories and exclusive education, all to help you create, grow, and monetize better.

Features in this issue (view online):

• Full Tilt: Stress and Creator Burnout Help​
• Entrepreneur: Being Real and Empowering Women​
• Stan: The Boy With The Smile’s Success​

​

​

Ninety percent of creators say they’ve experienced burnout, and 71% say they’ve considered quitting social media and, in turn, the business they worked so hard to build, according to Vibely’s recent Creator Burnout Report.

Many creators launched their content entrepreneurial careers doing something they love. But the constant pressure to post, stream, and create – and the often solitary nature of their work – can take its toll on their mental health.

​Kelli Dunlap, a clinical psychologist, game designer, and community manager for Take This, a games-focused mental health nonprofit, sees it daily in her work and research. “Creation is really, really difficult,” says Kelli, who recently completed an academic study on streamer mental health during COVID. “And that’s even in the best of times – not during a pandemic when we’re all extra stressed.”

Among the top mental health-related struggles that Kelli sees as she works with and talks with creators:

• Stress of earning a living
• Sense of responsibility for their community
• Parasocial relationships
• Constant connection and sometimes hate
• Inability to expand creativity

When you experience distress to the point where you can’t function in important aspects of your life, it’s time to seek support, Kelli says. “If you’re starting to feel like what’s the point and why do I do this – that’s cynicism,” she says. “Cynicism is a hallmark of burnout, not necessarily depression, not a diagnosable mental illness. But (it’s) definitely something that can cause you a lot of distress and have a negative impact on your life.”

If you can, seek professional mental health support. You also can find support elsewhere. Take This, the nonprofit organization focused on the mental health of the gaming community, links to a host of resources and tools. It also has an active Discord community where members feel safe to speak about their struggles.

For different demographics, creators can find support among groups like Black Girl Gamers or Rainbow Arcade. Creators who are spiritual or religious can find support in their faith communities. The important thing is to find a connection, Kelli says.

“One of the No. 1 reasons that people end up in my office is because they feel alone. They feel like nobody cares about them. They have no one to talk or share with. They feel disconnected and isolated,” she says. “A healthy online community provides social connection, validation, support, friendship. And that has such a preventative effect.”

You also can find respite by getting offline. Exercise, binge-watch Netflix, take a walk, bake, write in a journal, or do anything else that isn’t related to your content creation.

Sometimes, you may need to take it one day at a time – even one hour or one breath at a time.

“Things are hard,” Kelli says. “There’s no puppies and rainbows version of this. But you are able to do hard things. If you’re reading this piece, your track record on overcoming hardship is 100%.”

– Sarah Lindenfeld Hall

To learn more about what leads to creator stress and burnout and more advice on getting help, read the longer story.

​

What better way to welcome in this brand new year than by focusing on growth - personal, professional, and growth of your audience? We have the perfect way to accomplish this goal - our course, Content Entrepreneurship 101.

This program is designed to meet you wherever you are in your journey as an entrepreneur. Learn about building your base and growing your audience, as well as how to generate revenue.

​Sign up today and use coupon code Growth to save 10% off and to reach your 2022 goals!

​

Entrepreneur: Carly Anderson

Biz: Lipgloss and Crayons

Tilt: Body positivity, girl power, motherhood

Primary Channels: Instagram (91K), website​

Other Channels: Twitter (35.5K), Pinterest (34.3K), Facebook (15.4K)

First Revenue: $25 for a sponsored blog post

Rev Streams: Sponsored content, affiliate marketing

Our Favorite Actionable Advice:

• Get a manager: When Carly started working with a manager, she secured more lucrative work. It’s often helpful to have a third party negotiate on your behalf. They may know the market – and your value – better.
• Stop the chase: Don’t seek celebrity status on social media. Fame is fleeting. Instead, hone your content creation and business skills.
• Create these two things: Every entrepreneur should have a website and an email list of subscribers. That’s been Carly’s mantra for years.

– Sarah Lindenfeld Hall

All the Story: To learn more about how Carly Anderson went from a hobby blogger to a full-time content creator, check out the longer story.

Know a content creator who’s going full tilt? DM us. Or email tilt@thetilt.com.

​

Caught on … Forbes​

“Surround yourself with people who believe in you and support your dreams, and flush out the negativity.” – Art Angels​
​

​

​

​

Nicknamed “the boy with the smile,” Lakota Johnson got his start on social media after a brand reposted his photo on their verified account. Over time, the part-American, part-Aussie received merch from companies hoping he would post their product. Later, a friend suggested he upload videos of himself doing skits and dancing to chart-topping hits on Tik Tok. In a matter of weeks, the 22-year-old earned millions of fans (now 1.8M), starting trendy online posts like "zoom in."

Before venturing into online fandom, Lakota dreamed of being in front of the camera. Now his online brand has helped his modeling and acting aspirations, booking him modeling campaigns with Universal Store, City Beach, Jay Jays, Footlocker, Nike, and Surf Stitch. He’s also had small roles in #BlackAF, Pirates of the Caribbean, and The Empyrean.

Why we’re a Stan: Lakota transformed his long-held dream to be an entertainer into a content business first. And his audience there attracted major brands and on-screen (or stage) productions.

– Shameyka McCalman

​

• ​N​eed a Content Tilt? Don't Be Original (Content Inc.)
• ​LinkedIn Goes ALL IN on Journalism (This Old Marketing)
• ​Survival Tips for Small Businesses in 2022 (KWQC)
• ​Small Business Owners Share Their Best Advice for Starting Your Own Company (USA Today)
• ​How This Art Gallery Is Maintaining Its Competitive Edge (Forbes)

​

Your team for this issue: Joe Pulizzi, Ann Gynn, Laura Kozak, Marc Maxhimer, and Dave Anthony, with an assist from Angelina Kaminski, Sarah Lindenfeld Hall, Shameyka McCalman, and Don Borger.

​

​

​