: Brands are increasingly hiring creators to produce UGC because consumers trust it more than traditional advertisements. Approximately 72% of all online videos were user-generated as of late 2023.

Mark your calendar. Every year, on , you must perform a "State of the Union" audit for your video content creator career. This is the origin of the "23 12 18" keyword obsession.

If you're passionate about creating engaging video content and building a community around it, a career as a video content creator can be rewarding and challenging.

If you're looking to start this career today, experts from CBS International Business School recommend:

By 2026, content creation is no longer just a "side hustle"; it is a legitimate professional career path.

Gone are the days when "YouTuber" was a punchline. In 2025, the video content creator career path rivals traditional marketing, journalism, and film production. According to recent labor statistics, the demand for video content has grown by 400% since 2020, but the supply of professional creators has only grown by 15%.

Before we dive into the nuts and bolts of the career path, we must address the keyword itself. Why is "23 12 18" attached to "video content creator career"?