Over the past 15 years, social media's expansion has birthed numerous new professions, notably content creators. These creators are a fixture across platforms like YouTube, Instagram, and TikTok. Many have professionalized their content creation, becoming influencers for top brands or sharing their expertise. Others engage in content creation as a hobby, driven by passion and inspired by daily experiences.
Expatriates are also embracing this trend, sharing insights into their travels and everyday lives abroad. This activity continues to draw increasing interest worldwide.
Exploring the motivations of expat content creators
For many expatriates, creating content is not just about potential earnings or social prestige, although these factors are undeniably enticing. Observing major influencers at events like the Met Gala or Cannes Film Festival, it's clear the lifestyle can be glamorous, involving travel, fine dining, and participation in high-profile social events. This glamour often drives individuals to pursue content creation.
However, passion and a genuine desire to connect with an authentic community also motivate many creators. Take, for example, Aurélie and Fabien, both expatriates who have cultivated significant followings through their dedication to sharing their experiences. Aurélie, living in Bali, manages a blog and an Instagram account named Lili Foodies Travel. She shares travel photos, destination tips, and culinary recipes here, engaging over 16,000 followers. Fabien, residing in Rome for eight years, uses his platform, Roma Secondo Me, to offer advice about the city, from dining spots to cultural insights, to his 21,000 followers on Instagram. You will also find the testimony of Areina, an American who has lived abroad for several years, notably in Nigeria and Dubai. She created The Vegan Foode and currently has over 80,000 followers on TikTok.
Aurélie emphasizes that her motivation is not monetary gain or fame but the joy of exchanging ideas and experiences with others: “What I love most about creating content is clearly not what attracts people now: money and popularity. For me, it's really about sharing and interacting with people, exchanging content, experiences, and incredible moments.”
Fabien notes that content creation is not his primary profession and that he rarely partners with brands. He values the ability to share his passion for Rome and its culture: “I noticed there was no platform for French speakers when I arrived in Rome. That's when I decided to create my account to provide practical and entertaining advice about the city. During COVID-19 lockdowns, I expanded my skills in photography and created diverse content. What I truly enjoy is the versatility of content creation, meeting new people, and integrating into the local community. It's about sharing and creativity for me.”
Areina, another expat who transitioned from working in the entertainment industry to content creation, finds joy in showing the world her unique perspective, particularly her vegan lifestyle abroad: “TikTok and the pandemic gave me the time to be creative and express more of my personality on camera. I enjoy demonstrating to my followers that living abroad as a vegan is both easy and affordable. It's gratifying when people recognize me or visit places I recommend; it reaffirms my decision.”
These stories highlight that while the allure of a glamorous lifestyle initially attracts some to content creation, the deeper fulfillment often comes from the connections formed and the joy of sharing personal passions and experiences.
Navigating the complexities of content creation
Creating content may appear straightforward—simply intermittently posting articles, photos, and videos. However, the reality involves intricate strategies to engage followers and navigate ever-evolving platform algorithms. Aurélie, an experienced content creator, illustrates the challenge: "Previously, posting every two or three days kept the Instagram algorithm engaged, but now that's not enough to maintain visibility." She also notes the decreased prevalence of gift-based collaborations, especially in regions like Bali, compelling her to focus on creating digital content without direct compensation from brands.
For many content creators, maintaining a rigorous posting schedule is critical. In the past, Fabien adhered to a strict calendar, publishing every three days using the Preview app to ensure a cohesive feed. However, he found that this regimented approach detracted from the joy of creating. "I imposed so many rules on myself that I stopped enjoying it. Now, I focus on what I like, posting spontaneously. If my community likes it, great; if not, that's okay too. The most important thing is that I'm in the right mindset," he explains.
Aurélie takes a more fluid approach due to her travel-focused content. "My creation process is quite unstructured. I capture photos and videos during my travels and post them shortly after. There's little planning involved, except when collaborating with brands. I aim to post every two to three days to engage the Instagram algorithm, but even that is becoming less effective," she shares, highlighting the challenges of staying relevant on platforms like Instagram.
Areina operates with a more structured approach, maintaining a content creation calendar and possessing significant editing expertise. "Currently, my content revolves around lifestyle elements. I just turn on the camera and capture various aspects of my life or create humorous videos based on my mood. I'm considering a more organized approach next year to enhance my brand's impact," she states.
Tips for expats who want to create and share content
Entering the world of influence and content creation can be daunting, especially from abroad. How does one begin their journey on social media when living overseas?
Areina suggests capturing everything. What might seem like a typical day to you could be viewed as an exciting adventure by someone who dreams of living abroad and exploring new cultures. She stresses the importance of filming the everyday moments that showcase life in a new country.
Aurélie recommends patience, resilience, and passion. She advises newcomers not to pursue content creation solely for financial gain but to focus on the joy and fulfillment that come from sharing their experiences authentically.
Fabien reflects on the technological advancements since he started in 2017. Back then, he began with just a phone and a basic microphone, without using a traditional camera. "Now, we have the fortune of accessing high-quality and affordable equipment, making it possible to produce impressive content," he says. He emphasizes starting with essential tools—a good smartphone, a lavalier mic, and editing software available directly on your device. He encourages those hesitant to start not to fear the process, as the rewards of content creation can be significant and joyous.
