The Reality of Content Creation

One of the most frustrating things about working in a public-facing profession is that people assume it’s easy—just because it casually shows up on their feed. I’m here to tell you: content creation is a lot more work than it looks like. In fact, it’s a full-time job.

At my peak, I was creating three new videos a day. That might sound simple on the surface, but I want to give you a breakdown of what that actually looked like for me—because there are a lot of behind-the-scenes steps people don’t see.

Everyone’s Process Is Different—Here’s Mine

There are a million ways to approach content creation, and I’m sure some people have faster workflows. But no matter how you cut it, this work takes time and energy.

For me, the process usually started with a piece of artwork. On its own, a single piece can take anywhere from 45 minutes to 4 hours to complete—depending on the detail and difficulty.

While creating, I also have to record. I typically use my iPad to draw and my iPhone to record the screen. I’ve got a flexible phone holder that clamps onto my desk, giving me a bird’s-eye view of the drawing. It’s a clean, simple setup that works really well.

I’ve tried using a Sony ZV-1F camera, but I eventually stopped. Why? Because editing that footage on my laptop was a whole different beast—file transfers, using a mouse, the whole nine yards. Editing directly on my phone using CapCut is just way faster and more flexible. I can do it on the fly, anywhere, and that speed matters when you're making multiple videos a day.

Recording While Creating

While making the piece, I also have to record it—and this adds a whole new layer of difficulty. I usually have two options:

Option A: Record everything.I hit record at the start and let the camera run.

• Pros: I get the full process from start to finish. I don’t miss a moment.

• Cons: I have to worry about battery life, memory card space, and storage. Plus, editing takes much longer because of the sheer amount of footage.

Option B: Record strategically.I record only specific moments I know I’ll use in the final edit.

• Pros: More efficient. I’m basically editing in real time. Final editing is faster.

• Cons: If I forget to hit record, I lose that footage forever. And constantly thinking about the camera can pull me out of my creative flow.

Most days, I go with Option B. I hit record right before I drop color in Procreate, then stop right after. I do the same with linework—record, stop, repeat. That way, the edit is already halfway done before I even open CapCut.

But yeah, I’ve definitely forgotten to hit record before, and those moments are just gone. Plus, being that aware of the camera all the time has actually influenced the way I draw. I’ve caught myself adjusting my art style so it looks better on video. Like drawing lines in the same direction just because it makes for a smoother visual in the final edit.

The Editing Grind

Editing is where I really feel the time crunch. I could draw endlessly if that were the only thing on my plate. But to grow on social media, content is king—and editing takes time.

On average, editing a single video takes me between 45 minutes to a few hours. So if I’m creating three videos a day, that’s at least 2.5 hours of drawing, plus another huge chunk of time just to get the content ready to post.

Then comes the voiceover. For someone who isn’t super talkative by nature, figuring out what to say—even for a 45-second video—can be brutal. I’ve spent 15 minutes just trying to get the first line right.

Posting Is Its Own Job

Once the video is ready, there’s still more to do:

• Write a caption (which needs to be optimized with keywords for SEO)

• Save and organize the files

• Export and adjust the length for each platform:

  • TikTok prefers videos over a minute

  • Instagram caps out at 90 seconds

  • YouTube Shorts: 60 seconds max

Sometimes I’ll need two or three different edits of the same video just to tailor it for each platform—and yep, that often means re-recording the voiceover each time.

I post manually (though tools like Buffer exist), but if you’re posting 90+ pieces of content a month, you’ll probably need some kind of social media management software. And don’t forget—many editing tools, caption apps, and schedulers cost money.

And If It Blows Up? You’re Now in Customer Service, Too

If your video starts gaining traction, you’re suddenly fielding comments, DMs, and messages from strangers who want to engage. You can ignore them, but responding thoughtfully can build a real, loyal community—especially if you want to sell merch or grow a long-term brand.

My “Breakthrough” Moment Was Bittersweet

When I was experimenting with three videos a day, I was still figuring out the platform. I did everything—green screens, weird outfits, goofy commentary. Most days, my videos barely hit 200 views.

Then one day, I found a style that clicked—visually and audibly engaging—and posted a video that responded to a comment. That one got 50,000 views.

Before that, the only video that ever blew up was a random challenge where I tapped the screen with a filter and the caption said, “I bet you can’t beat this.” It had nothing to do with my brand, and while it gave me hope that viral reach was possible, it also reminded me how random success can be.

It was a little demoralizing. The work I poured my soul into barely moved the needle, while something unrelated to my actual art blew up. It’s part of the game—but it messes with your head.

So… Is It Worth It?

I’m not writing any of this to discourage you. There’s so much opportunity in content creation. But if you’re going to commit to it, understand that it’s a lot of work, and it involves learning a ton of micro-skills:

• Storytelling

• Editing

• Filming

• SEO and captions

• Voiceovers

• Platform strategy

• Community management

Success is often about quantity. You never know which video will blow up. But quality matters just as much—especially if your process (like mine) requires a lot of time and care.

From the outside, it might look like I just “post a video when I’m done.” But to get there, I had to make the content, edit the content, write a caption, post it, and then interact with the audience.

Doing that three times a day? That’s 8+ hours easy.

And that, my friends, is a full-time job.