Social media platforms provide value to independent creatives by allowing them to fully focus on creating instead of having to figure out how to share their work. Sadly, however, these same platforms reduce creative artists to content creators. When we label artwork — be it short- or long-form writing, illustration, photography, music, or video — as content, we turn unique works into interchangeable slop for consumption by users. I believe that the corporate web’s focus on user engagement plays a large role in this degradation, and that the independent web might offer a solution.