Reflections on Social Media and Working in It

This topic has been on my mind a lot lately. Social media, which in one way or another, is intertwined with everything I do. Whether I want it or not, because it's through these channels that I share what I create with you. What I create, which I also call my work: photography, videos, writing. Part of why it's on my mind is because I’m struggling (once again) with what I want to do and how I want to earn a living. Another reason is that over the past year, I've noticed a growing interest in my work here on the blog, on Instagram, and on YouTube. I can’t emphasize enough how good that feels—to know that someone is actually here, reading and watching what I create from my own mind. Thank you for that <3

I’m struggling with what to do next, or whether to do anything at all. I absolutely love everything I do. Photography, filming and editing videos, writing, sharing stories and atmospheres. I’ve realized that no matter how hard I try, I can’t stop myself from doing these things. That in itself says a lot. It tells me what I’m meant to do.

Social media enables so much in my work. Creating something on my own and leaving it in a drawer doesn’t feel right. When I experience something, get an idea, or see something, I want to share it. I want to pass that feeling on to others. Social media creates a connection, even a community. It’s incredibly wonderful, and without it, I likely wouldn’t be able to accomplish as much as I do now.

Yet, all of my work takes a tremendous amount of time. My main job—the one that pays me—is elsewhere, and at the moment, all of my creative endeavors are financially draining. Over the past year, there have been multiple opportunities to change that. But I’ve turned them down.

Why?

Mostly because I want to keep full freedom to do exactly what I want. Or not do anything at all. I don’t want to be tied to anyone or any entity. I want to keep my ideas as they are in my own mind without having to channel them for someone else’s use.

But the biggest reason is that I don’t want to sell anything.

For some reason, all the greatness of social media—all the content it offers, how much it inspires and influences people—is based solely on voluntary participation or the fact that people are trying to sell something. Most of the time, as soon as someone starts to succeed on social media, the selling begins.

I really resist that. The idea that all creativity, inspiration, and an amazingly united and supportive community could be for sale seems wrong to me. That the only way to “succeed” on social media is to sell products, services, or things—anything, as long as money changes hands. The thought that the only reason people would engage with my work would be because I’m selling their attention to a third party so that this third party can make money is something I don’t want to be part of.

That’s why the past few years have felt like being adrift. I spend a lot of time—often daily—on photography, videos, seeking inspiration, and creative work. Without getting anything concrete in return. I fully understand this; I’ve created this path for myself. But sometimes, it’s frustrating. I fund my creative work mostly through other jobs. Those jobs are also related to creativity, but they aren’t as free as I’d like. At the moment, I’m juggling four different jobs, and on top of that, I work on my own projects. I love everything I do, and it’s incredibly hard to give up any of it, but sometimes the whole soup feels like it’s about to spill over.

What’s the answer to all this reflection? There’s no simple one—there never is. I hope that in the future, the pressure to sell everything will disappear, and there will be another way to fund the work of creatives. Of course, there are grants and foundations that support such work, but it would be great if this were more prominent.

At the very least, I hope for more transparency. We've already made progress, especially since social media (at least in accordance with Finnish law) now requires clear disclosure if content is sponsored or funded by a company. I know people who are grappling with the same question—whether they can earn a living doing what they love—and currently, the only real option seems to be ad and sales revenue. I fully understand this and have seen up close how much work it takes to earn even a modest living through creativity.

For now, I’m stubbornly sticking to my own path. I don’t create sponsored content, I don’t advertise anyone’s services here or anywhere else in exchange for payment. Funding my work through other means takes time away from the creative process itself, but for now, I’d rather do that than engage in sales work that feels foreign to me. If I ever decide otherwise, I’ll explain that choice to myself and others openly, honestly, and based on my own strong values. I trust the feeling of what seems right and true to me, even if it’s not always the most practical solution. It rarely is.

I’m planning to write next about the services in Lapland and the wonderful people behind them. Small business owners, families, and couples working hard to make a living, often without the advertising budget to compete with larger companies.

And as I said, none of this is sponsored—no one is paying me or giving me anything. It’s all based purely on my own experience and my desire to encourage and support entrepreneurs and individuals on their chosen path. I want to tell you about the inspiring people and stories here in the north.

So, it might give some ideas to those traveling to Lapland for ski holidays or to those living here. I’ll definitely write it by next week.

Wishing you a sunny and inspiring start to the week! ☀️

♥ Sanna