4 days Ago By Merle Dawn S. Comidoy-Acol
MANY years ago, the term “content creation” didn’t exist as we know it now. Today in 2025, almost everyone I know is a content creator. Whether for fun, creativity, or income, people are constantly posting.
More notably, most posts now come with the same hope: “Unta mag-viral.” People are wishing their content to blow up not because of the message it carries, but because of the money it could bring in. This is the reality we live in now: monetization has become the main goal, the ultimate prize.
And when money becomes the motive, it changes everything. It changes how people create. It changes what they’re willing to say and do.
It removes boundaries. Suddenly, nothing is too inappropriate, too exploitative, too staged, or too deceptive — because if it earns, then it’s worth it. We are seeing a growing trend where viral videos are shamelessly reposted by strangers — not to share information, but to claim the content as their own and cash in on its popularity.
Original creators are left unheard, watching others profit from their work. Behind most of this is one goal: money. The same pattern shows up in disaster footage, where people rush to film tragedies without consent — because the more dramatic the scene, the higher the chance of going viral and getting paid.
Others exploit strangers’ hardships, dressing them up as “inspirational” stories to gain sympathy, engagement, and monetization. What was once a tool for expression has become a marketplace where people’s lives are turned into content. Let’s be clear: there may be many reasons why this is happening but the biggest reason is monetization.
It is the most immediate, most tempting, and most rewarding factor. When content becomes currency, creators will do anything to cash in. And I get it.
We are living in difficult times. Inflation is high. Opportunities are limited.
It is easy to be lured by the promise of fast, passive income through views, likes, and shares. I do not dismiss the realities people face. But hardship is not a free pass to discard our values.
What’s most dangerous is that this obsession is becoming normal. It’s being accepted — even encouraged — as the standard way to succeed online. The more controversial, the better.
The more dramatic, the richer. The more humiliating, the more viral. This is how we are shaping today’s digital culture.
A culture that doesn’t ask: Is it real? Is it right? Is it respectful? But instead asks: Will it earn? As someone who teaches Communication and Media, I say this with urgency: monetization should never come at the cost of our humanity. Content is powerful. It can inform, connect, and empower.
But when abused, it can also mislead, manipulate, and dehumanize. And once something goes viral, it’s almost impossible to undo its damage. Not all content is worth creating.
Not all content deserves a platform. If your only goal is to profit, no matter who is harmed in the process, then that’s not content — that’s exploitation. Content creation isn’t just a hustle.
It’s a responsibility. And if we lose sight of that, we lose more than our morals — we lose the future of meaningful media. Let us not trade our values for views.
Let us not sacrifice our humanity for the algorithm because if content is king, then ethics must be its crown..
