As more content creators show off their luxury lifestyles online, many young Malaysians are tempted to skip further studies and try content creation in hopes of achieving the so-called dream life instead.
However, popular culinary content creator Che Nom has issued a stark reality check for aspiring creators. In a recent Facebook post, she urged the public to think rationally before pursuing content creation as a long-term career.
“A lot of people DM me saying they want to start making cooking content. They love to cook, love watching my videos, and think it looks fun. But today, I want to share something important,” she wrote.
Passion alone isn’t enough
Che Nom emphasized that passion alone isn’t enough to succeed in the competitive world of food content. She highlighted the need for high-quality production — from lighting and clear audio to engaging editing and proven recipes.
“It’s not just about having interest,” she explained.
She also debunked the common assumption that ad revenue is a reliable income stream. Referring to one of her recent cooking videos with over 56,000 views, she revealed that it generated only RM415.40 in ad revenue — more than a month after it was published.
High costs behind the scenes
Che Nom broke down the monthly costs involved in running her channel, which can total RM12,000 to RM16,000:
- Videographer: RM2,500–RM3,500
- Editor: RM2,500–RM3,000
- Kitchen assistant: RM2,000–RM2,500
- Premium ingredients and testing
- Cost of butter, cheese, and long hours of using electric ovens
- Utilities, props, editing software
For those just starting out? If your monthly views are under 300K, your ad revenue might not even hit RM2,500,” she added.
An industry under pressure
Che Nom also shed light on the growing challenges faced by even seasoned creators. Viewership patterns are shifting, especially with more time spent on TikTok.
Older videos that once generated steady passive income are now seeing fewer views.
She warned that audiences are becoming pickier, with higher expectations and more creators competing for attention.
As a result, creators are more likely to experience burnout due to the energy, time, and financial costs involved in producing content consistently.
Diversify your income streams
Having a team doesn’t necessarily ease the burden either — it increases operating costs. Relying solely on ads is no longer sustainable, Che Nom said.
Instead, she advised aspiring creators to diversify income sources, such as by selling eBooks, exploring affiliate marketing, launching products, or conducting online classes.
She also urged newcomers to focus on a niche they are truly skilled in, rather than chasing trends that may not sustain long-term interest.
You need to prepare mentally and plan wisely to face the many challenges in this space,” she concluded.
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