Title: Beyond Creating & Commerce : A Study on the Lived Experience of Content Creators in Content Marketing
Authors: Romano Ventura M. Agustin
Kenneth M. Devero
Marianne F. Miranda
Shegilyn T. Sabado
Sittie Hania E. Sarip?
Christine J. Concepcion?
Alan Y. Cabaluna?
Volume: 10
Issue: 7
Pages: 114-135
Publication Date: 2026/07/28
Abstract:
This study, titled "Beyond Creating & Commerce: A Study on the Lived Experiences of Content Creators in Content Marketing," investigates the personal and professional realities of content creators within the digital marketing landscape. While social media continues to evolve, content creators frequently encounter challenges in their day-to-day activities. Data were gathered through a series of in-depth, semi-structured interviews, using purposive sampling to select participants, and analyzed through a transcendental descriptive method. The study aims to understand how content creators describe their daily practices, motivations, and coping strategies. This research emphasizes that, although content marketing serves as a powerful tool, it also presents significant challenges for content creators. The findings reveal that content creators play a crucial role in content marketing by engaging target customers through social media platforms. However, their experiences are marked by several challenges. First, they often face issues with copyright and scams on social media platforms. Second, emotional health concerns, such as burnout, are common due to the demands of daily activities. Finally, competitive pressures and the need to keep up with trends significantly affect their performance and well-being. The results suggest that content creators need to improve overall health, flexibility, and time management skills. Additionally, security remains a major concern in content creation, requiring proactive measures to protect their work. This research provides valuable insights into the everyday experiences of content creators while assessing their actual practices. It underscores the importance of effective management and highlights the need for increased adaptability in all circumstances.