If you’re a creative you may have heard someone say this before, or even said it yourself; The market is over-saturated.

This statement has been discussed widely in many entrepreneur circles and how its a major roadblock in many people’s road to success. However, its just not true. Yes, the idea of over-saturation is a roadblock, but over-saturation doesn’t really exist, especially not in 2019, where over-consumption of media is a prominent part of society.

One great example of this is easily found in your own YouTube subscriptions. Most, if not, all of us have been in the scenario where we’re left waiting for our favorite YouTube creator to come out with a new video. If they stick to a regular posting schedule, then we know when to expect to see their videos out, but it doesn’t mean that in the meantime, we’re not eager for those notifications. This is also true for other social media platforms, primarily Twitter and Instagram.

Here’s the tea. There’s no such thing as over-saturation in a world where viewers and subscribers are consuming content faster than it is being created. Creators often describe the process for videos, podcasts and even blog posts such as this and the behind-the-scenes work that goes into crafting content that will only be viewed for a few short moments. It’s hard to think about pouring all of that time and energy into a project that might not even capture someone’s attention for more than a few seconds.

This isn’t entirely a bad thing, though. While it can be a challenge to create compelling content that will engage an audience in a world filled with hand-held distractions, it can also be an advantage. In this digital age, people are consuming content faster than ever. It only takes a few minutes to watch a YouTube video and even less time to read a new Twitter post, which means that consumers are devouring content so rapidly, that the demand for new content is at an all time high. If you’re going to start your YouTube channel or your motivational podcast, there’s no better time than now, to do it. Social media markets may seem over-saturated due to the vast amount of creators posting on platforms, but this industry is still in its infancy. Over-Saturation doesn’t exist.

Gary Vee even supported this argument on Matt D’Avella’s podcast, saying, “…fragmentation of attention across all of these mediums has created a scenario where you can't have overexposure." -Gary Vee on content over-exposure in Matt D’Avella’s Ground Up Show, episode 101. Click here to hear the full episode.

Let me know what you thought about this hot take on oversaturation! Do you think it exists? Why? Have you ever experienced the dread that comes with oversaturation? Let me know in the comments below!

—Payton