Being a digital influencer is an aspirational dream career for children around the world. A study conducted by LEGO found out that kids between 8 and 12 years old are three times more likely to prefer being a Youtuber (29%) than an astronaut (11%). Besides receiving gifts, getting invited to exclusive events, and influencing people, being a content creator has a way less glamorous side. Youtuber’s top creators are burning out due to increased pressures from the platform’s algorithm, obsessions with remaining relevant, and cancel culture.
Como Crescer (How to grow) is born in this context. The initiative gathered ten top content creators from Brazil to build a guide about surviving as a public figure on the Internet. Instead of giving advice on how to get more followers and create more successful content, the project takes a light-humored approach to teach creators how to grow without losing themselves. The guide is composed by 15 videos with personal experiences that answer questions like “How to create content without burning out?”, “How to deal with haters?” and “How to separate personal life from public life”?
Como Crescer is an initiative co-created with Papel & Caneta, a nonprofit collective that brings together leading ad industry creatives and activists to work together around a table for a few days, resulting in a final project.