The Unseen Work with Content Production

In a world where omnipresence on every platform is required, I found myself spending more time writing captions and signing into different accounts than actually producing.

It is a strange kind of frustration, the sort that never explodes but never fully leaves either. The kind you carry quietly while you copy and paste the same line into yet another box, resizing the same frame for yet another format, pretending it is all part of the craft.

I would look at the clock and realize the light outside had shifted. The hour I wanted for shooting had passed, traded for a string of logins, notifications, and small decisions that did not make the work better. Just more visible. More present. More spread out.

So I built a solution to that problem.

Not because I wanted another project, but because I wanted my time back. I wanted the boring parts to stop borrowing energy from the parts I actually care about. I wanted to spend my patience on the frame, not the form fields.

A single platform for uploading videos and distributing to 10 different social media platforms.

It changed where my hours were going, I had time to breathe. I could upload once, set the basics, and let the rest happen without me hovering over every step. Instead of being pulled into ten different places to do the same task ten times, I could return to the thing that started all of this.

What surprised me most was how much mental space it freed up. When the admin work goes quiet, you start hearing your own ideas again. The small ones that get drowned out by busywork. The risky ones you do not pitch to yourself when you are already tired.

I still share work, and I still care about where it lands. But now I am less interested in being everywhere and more interested in making something worth arriving for. The unseen work will always exist, but it should support the craft, not replace it.