We live in an ecosystem, where everyone is pressured to be a content creator of some sort.
Suppose you want to interact with your friends on the internet. Let’s say they hang out on BlueSky or LiveJournal or whatever. So you go to those platforms, post some stuff you think your friends will like. And you have like 10 friends, so your posts get 10 views. But that’s not very good! You want your posts to be more widely read by strangers on the internet. So you put a bit more effort into being witty, so you can get 100 views, then 1000 views, and so on. And it’s never good enough because you read even wittier posts from other people, with 100 times the views that you get.
I describe internet popularity as “scale-free” because everything is on a logarithmic scale. No matter where you are in terms of popularity, you feel like a small fish in a big pond. You see other people on the internet with 100 times the popularity you have, so you understand your own little corner of the internet to be a backwater.