Wazzup Pilipinas!?
“You know what’s the real problem? Anyone can be a content creator, pero hindi naman alam ang etiquette.”
It’s a raw observation, but one that cuts straight into the heart of today’s digital landscape. The democratization of content creation—once hailed as the great equalizer of voices—has birthed not just storytellers and visionaries, but also opportunists who mistake influence for free loot.
The Age of the PR Hoarder
No offense meant, but the truth stings: ang daming PR hoarder ngayon. Content creators who once cared about storytelling, creativity, and building authentic connections with audiences have been replaced—at least in large part—by a new breed whose primary motivation is simple: “Gusto ko lang makakuha ng free items.”
These are the individuals who flood events, snatch every press kit, and post the bare minimum. Genuine engagement? Nowhere to be found. Long-term brand loyalty? Forgotten. The craft has been reduced to clout-chasing and collecting freebies—polluting the industry with hollow voices that echo louder than the ones who actually deserve to be heard.
Content Creation, Diluted
As many have said: naging polluted na yung content creation industry. And they’re right. The true essence of being a creator—the desire to connect with fellow enthusiasts, to share a genuine curiosity, to celebrate passions and ideas—has been buried under layers of staged unboxings and templated captions.
What was once a space for collaboration and creativity has been commodified into a marketplace of giveaways and perks. The storyteller has been replaced by the hoarder; the passionate creator by the transactional opportunist.
A Lost Sense of Community
For veterans in the field, it’s hard not to feel nostalgic. Remember the pre-pandemic era? Those events and collabs where influencers didn’t just show up for freebies but for friendship, learning, and true connection? Where one walked away not just with gift bags but with new allies, fresh inspiration, and authentic camaraderie?
That era feels like a distant memory now. Today’s gatherings too often feel transactional, stripped of warmth, and dominated by those who see the scene as nothing more than an endless buffet of free merchandise.
The Challenge for the Industry
If this trend continues, brands and audiences alike will lose trust—not just in individual creators, but in the ecosystem as a whole. PR hoarding and shallow engagement will only lead to one thing: diminishing respect for the craft.
The real challenge is for true creators to reclaim the narrative. To rise above the noise of the freebie-chasers and remind both brands and audiences that influence isn’t about who can stockpile the most products, but about who can spark meaningful conversations, inspire communities, and create content with heart.
A Call for Reset
The content creation world doesn’t need more collectors of PR kits—it needs creators of culture, advocates of authenticity, and storytellers of substance. Etiquette isn’t just about politeness; it’s about respect—for the craft, for the community, and for the audiences who deserve better.
Maybe what we all miss isn’t just the pre-pandemic events, but the pre-pandemic spirit: when curiosity was real, friendships were forged, and content wasn’t polluted by greed. That spirit can return—but only if we choose authenticity over opportunism, passion over perks, and storytelling over stockpiling.
Because at the end of the day, content creation was never meant to be a free shopping spree. It was meant to be a way to connect, to create, and to inspire. And it’s high time we bring that soul back.
Ross is known as the Pambansang Blogger ng Pilipinas - An Information and Communication Technology (ICT) Professional by profession and a Social Media Evangelist by heart.
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