The term Content Creator seems to pop up a lot these days in the photo industry. I guess it sort of implies someone who makes videos, but more (maybe with commentary). I find this is kind of funny because most of the true videographers I know have technical skills well beyond those who call themselves content creators. So, what does it really mean? Is it a catch-all for those who use phones and cameras? Is it a term for people who shoot video but don’t know much about lighting? Yes, I’m being a bit sarcastic here. Please forgive me. Looking for definitions of content creator online yields results such as this one from Adobe “A content creator is someone who creates entertaining or educational material expressed through any medium or channel.” Wow, that’s a pretty broad definition!  

     I am a writer, but I would never associate that skill with being labeled a content creator. I’m also a photographer, but again, I would not want anyone to use that as a reason to label me as a content creator. Here I am writing a blog post. If anything, please call me a write or an author. I’m not alone. Recently I’ve noticed more and more people finding distaste with the term content creator. In fact, this seems to be particularly true of still photographers. Yes, I am talking in generalities here. And I’m not saying everyone who is a still photographer feels this way. However, it is a trend that I believe is worth watching. 

     For a long time I’ve watched as many still photographers, especially professionals, had to learn more about videography and then content creation simply to remain employed. I’ve watched photo specialty retail stores that were focused on photography have to go out of their comfort zone and learn how to sell and rent video equipment as well as accessories for phones, tablets, and other sorts of image capture devices. Precious few new cameras exist these days which don’t have some sort of video mode (thank God for Leica!). And now after so many years of these shifts, here we are in 2024 and  I’m seeing some push back. Why? I believe at least one reason is the fact that those of us who have worked so hard at the craft of still photography understand just how challenging it can be to convey a thought, emotion, or story by way of a still image. Perhaps we feel this skill has become underappreciated. Personally, I believe it has.

     While there is certainly a learning curve involved with video that includes things like how to manage audio settings, understanding LOG types, and more… these things really aren’t that difficult. They just take time to learn. And then they become tools in content creation. But consider a still photograph for a moment. In fact, consider an actual print. Nothing moves. There is no sound. There may not even be color. Yet, a powerful photograph can send a shiver up one’s spine or bring a tear to the eye. And all of this can be done with a non-moving image that took a fraction of a second in time to capture. The skill required to accomplish this is very special. In fact it is so special that those who understand it and appreciate it may cringe at the words “content creator”. I am one of these people.on

     I think it is time to start showing a bit more respect by differentiating photographers from content creators. We need to stop using content creator as a term that is sort of a catch-all and recognize where unique skills exist. And maybe, we should all take a little time to slow down and view some prints. To let them permeate our souls with no other distractions. Just for a few minutes. Give it a try.