Presentation Type
Oral Presentation
Presentation Type
Submission
Keywords
Influencer, Content creators, Algorithmic unpredictability, Instagram, brand deals and sponsorships, monetization, Digital labor, content creation, Authenticity
Department
Communication
Major
Communication
Abstract
Navigating the Digital Landscape: Insights from Los Angeles Instagram Content Creators
This study examines the experiences of 32 Los Angeles-based Instagram content creators, focusing on their motivations, challenges, and strategies in an evolving social media landscape. Conducted through semi-structured interviews between March and May 2024, the research reveals key insights into how digital creators navigate branding, authenticity, and economic sustainability.
A central finding is the widespread rejection of the term "influencer," with 75% of participants preferring to be identified as "content creators" to emphasize authenticity over superficial influence. While financial incentives drive content creation for most participants (72%), others prioritize non-monetary benefits such as event access and brand collaborations. However, economic challenges persist, with creators citing inconsistent compensation, undervaluation of digital labor, and unpredictable affiliate marketing earnings.
Mental health and industry pressures also emerge as critical concerns. While 72% of participants view authenticity as key to audience engagement, 90% report feeling pressured to conform to beauty standards, with only a small fraction pursuing cosmetic procedures. Additionally, 78% of creators have experienced cyberbullying, yet platform support remains limited, with only 13% successfully resolving issues with Meta.
All participants acknowledge the unpredictability of Instagram’s algorithm, shaping their content strategies around reels, frequent posting, and high-quality production. The study highlights the urgent need for industry standards that ensure fair compensation, mental health support, and greater platform transparency. Addressing these challenges is crucial for fostering a sustainable digital ecosystem that balances creative freedom, economic viability, and creator well-being.
Faculty Mentor
Wangari Njathi (Ph.D)
Funding Source or Research Program
Academic Year Undergraduate Research Initiative
Location
Black Family Plaza Classroom 190
Start Date
11-4-2025 3:00 PM
End Date
11-4-2025 3:15 PM
Navigating the Digital Landscape: Insights from Los Angeles Instagram Content Creators
Black Family Plaza Classroom 190
Navigating the Digital Landscape: Insights from Los Angeles Instagram Content Creators
This study examines the experiences of 32 Los Angeles-based Instagram content creators, focusing on their motivations, challenges, and strategies in an evolving social media landscape. Conducted through semi-structured interviews between March and May 2024, the research reveals key insights into how digital creators navigate branding, authenticity, and economic sustainability.
A central finding is the widespread rejection of the term "influencer," with 75% of participants preferring to be identified as "content creators" to emphasize authenticity over superficial influence. While financial incentives drive content creation for most participants (72%), others prioritize non-monetary benefits such as event access and brand collaborations. However, economic challenges persist, with creators citing inconsistent compensation, undervaluation of digital labor, and unpredictable affiliate marketing earnings.
Mental health and industry pressures also emerge as critical concerns. While 72% of participants view authenticity as key to audience engagement, 90% report feeling pressured to conform to beauty standards, with only a small fraction pursuing cosmetic procedures. Additionally, 78% of creators have experienced cyberbullying, yet platform support remains limited, with only 13% successfully resolving issues with Meta.
All participants acknowledge the unpredictability of Instagram’s algorithm, shaping their content strategies around reels, frequent posting, and high-quality production. The study highlights the urgent need for industry standards that ensure fair compensation, mental health support, and greater platform transparency. Addressing these challenges is crucial for fostering a sustainable digital ecosystem that balances creative freedom, economic viability, and creator well-being.
