The Promises and
Perils of Being a Young Content Creator

Rebecca Ortiz, Ph.D., Sophia Condemi, M.A.,
Srivi Ramasubramanian, Ph.D., & Kelly Leahy, Ed.D.

This study interviewed 25 young adult content creators (who started around ages 12–15) to explore how online personas shape their identity and well-being. We found that creators wrestle with balancing authentic self-expression against their audience expectations, that marginalized creators face disproportionate hostility, and that they often cope with challenges on their own. Despite these risks, many still find genuine community and identity growth online.

Key Findings

Learn more about these themes and read participant quotes by clicking the tiles below.

Starting out wanting to just be themselves, young creators quickly found that likes, views, and audience reactions began shaping not just their content, but their sense of who they actually are.

What participants had to say about balancing their developing identities:

"It starts to become performative. I think when people start catering to the algorithm in terms of the type of content that they make, they stop making the content that they really want to do, because that doesn't get views."

— 21-year-old, Hispanic, male, created Spanish-speaking content on YouTube

"They're all quite true to what I am... every piece of my social media definitely has an actual piece of me in it."

— 22-year-old, Hispanic, female, who created content on Instagram

"I think it also encouraged me to make, like, deep-rooted personality changes also, in just the way that I presented myself on a day-to-day basis. I think I was using a lot of the feedback I was getting on social media as a creator and using that to build my identity on a personal level."

— 19-year-old, White, female, who created content on YouTube and TikTok

Creators from marginalized groups — including queer, Black, female, and Jewish creators — faced disproportionate harassment online, and found that platform reporting tools offered little real protection.

What participants had to say about navigating online hostility and hate:

"It would have done me less good than more good to reveal to the internet that I was, like, a Black kid."

- 19-year-old, Black, male, TikTok creator

"I remember my first reaction not even being that upset, and being like, wow, like, the Russians like me, that's good. But then I think I kind of was really deeply uncomfortable after realizing kind of the context, and where it was, and what it was being used for. And the fact that there wasn't a lot I could do about it was really uncomfortable..it's kind of one of those that, like, I just felt like I had to let...exist, and just sit there, like, I didn't know what to do."

- 19-year-old, White, female, who made content on YouTube and TikTok

I also am very privileged to be... you know, white guy. So, there are definitely different implications to being a woman or a girl online and...being a person of color."

- 21-year-old, White, male, who created content on YouTube, Twitter, and Instagram

Despite the hostility, many creators found genuine belonging online, with followers defending them, and content creation becoming a way to connect with their culture and community.

How the content creation and the internet was beneficial for young content creators:

""I grew up in like a very, very like Southern rural, like Christian area, so I did not really know what the LBQ+ was growing up. I actually found out what it was from shows and media... So just like the Internet, and also like being on the Internet helped me like, discover, discover more about the GBTQ [community]... I don't think I'd be half of where I am in my journey as a queer person without the Internet, like the Internet friends I made, and the Internet itself."

- 21-year-old, White, nonbinary creator on TikTok

"I would pop out to the Dominican parade and do interviews there as well any like any social event. I'm always like repping my cultural background, and I feel like it... made me more like culturally aware, not only of my cultural background, but it also...kind of inspired me."

- 20-year-old, Dominican-American, female creator on YouTube, TikTok, and Instagram

"My strategy was really to take those like smaller trends and then make them about queer content... if there wasn't anything about queer content, I would find a place to insert some sort of queer themed joke, because then it brought more of my audience to [my content]."

- 21-year-old, White, queer, female, creator on TikTok

Surprisingly, some of the harshest experiences didn't come from strangers online but from classmates and peers who discovered their content, which led many creators to keep their online lives hidden from the people closest to them.

How offline relationships affected content creators:

"Everyone knows they can poke fun about it because you put it out there."

- 21-year-old, White, female, creator on TikTok

"I've never had, like, a very impactful, negative experience online... But yeah, most of my instances were definitely offline."

- 22-year-old, Hispanic, female, creator on Instagram

"If I see [my friends], I'm like, I don't wanna, like, be embarrassed in front of them, because they're gonna be like, oh, I watched your video, I didn't like it, or something. And, you know, at that young age, you take... that criticism, especially when, like, you have the kind of insecure... like, the situations that I was put in."

- 18-year-old, Hispanic, male, creator on YouTube and TikTok

Learn how we did this study:

Meet this project’s research team:

  • Headshot of smiling female with medium-length, straight blonde hair in a black blazer and gold earrings.

    Rebecca Ortiz, Ph.D.

    Associate Professor, Advertising
    Endowed Chair of Public Communications

    Dr. Ortiz’s research explores how media and communication can improve public health and well-being, specifically among teens and young adults. As the Newhouse Endowed Chair of Public Communications, she is the principal investigator on the "Youth Well-Being in the Creator Economy” research project.

  • Headshot of smiling female with long, wavy brown hair in a black shirt with a silver necklace..

    Sophia Condemi, M.A.

    Graduate Alumna, Media Studies

    Sophia’s experience spans research, marketing, and design. During her studies at Newhouse, Sophia utilized qualitative methods to examine how women and young people are represented on television. She is interested in how the stories being told on the small screen mirror and impact audiences.

  • Headshot of smiling female with medium-length, curly brown hair in a black blazer, yellow shirt, and gold earrings..

    Srivi Ramasubramanian, Ph.D.

    Newhouse Professor, Communications

    Dr. Ramasubramanian is a leading scholar of media, diversity and social justice. Her work spans race and media, media literacy, implicit bias reduction, scholar-activism, spanning critical media effects, data justice, digital cultures, intersectionality and applied communication research. She is the is the founding director of CODE^SHIFT (Collaboratory for Data Equity, Social Healing, Inclusive Futures, and Transformation).

  • Headshot of smiling female with short, black-gray hair in a black and gray plaid sweater.

    Kelly Leahy, Ed.D.

    Assistant Professor, Television, Radio and FIlm

    Dr. Leahy is a unique professional bridging research, development and production in educational media and educational technology. Her expertise is applying educational research to the most highly engaging forms of media. Her research applies a cultural and developmental lens to media, with special interests in educational technology, digital games and toys, mobile technologies, television and web content.