Should Software Engineers Create Content as a Side Hustle? Real Talk from 13 Years of Trying

If you're a software engineer thinking about content creation as a side hustle, let me give you some perspective -- because I've been doing this for a while, and it's probably less glamorous than it looks.

I'm going to be honest with you about what it actually takes, what I've learned from giving up and coming back, and whether the "side hustle" angle is realistic for most people.

Disclaimer: Yes! This was written by AI based on all of the content discussed in the video above, by yours truly, Nick Cosentino, while filming on Code Commute. I have ensured that it represents my thoughts and perspectives.

My Background: 13 Years, One 10-Year Break

Dev Leader is my main personal brand. I started it 13 years ago (here on this blog) when I was new to engineering management, thinking it would be great to learn in public and document my journey going from developer to engineering manager.

Here's the thing though: I gave up for 10 years.

I think it was the wrong motivation. When you're treating content creation purely as a side hustle -- something to make money from -- it changes the whole dynamic. And that's exactly what makes this question tricky.

The Reality of Monetizing Content

Let me be blunt about the economics.

I create a ton of content. On my Code Commute channel alone, I have over 400 videos. On my main Dev Leader channel, I have hundreds more. I make videos outside of work, on top of my day job, on top of building Brand Ghost as a business. I genuinely enjoy helping people.

But here's what most people don't talk about: I lose money every month publishing videos.

I don't have regular sponsors on my videos. I've had the occasional ad placement, but even with repeat conversations, I don't have anyone consistently willing to pay for video spots. The only reason I make any money from content is through course sales on the side -- and that's because I'm a creator for Dometrain (Nick Chapsas's course platform), not from my own audience directly.

So if you're looking at me as a model for monetizing content and making it a side hustle: I am not the person to copy.

The Time and Effort Most People Underestimate

Turning content creation into a side hustle doesn't happen quickly.

I think a lot of people underestimate the sheer amount of time and commitment required to actually monetize. The amount of time and effort that goes into building an audience big enough to make real money is significant.

I don't make TikTok-style trendy videos trying to go viral. Is that easier than putting together educational content? Maybe, maybe not. But for me, that approach would burn me out completely. I'd rather just talk about software engineering stuff -- even if it means lower views and reaching fewer people. At least the people I'm reaching are hopefully getting value from it.

I don't say any of this to discourage you. I say it to set realistic expectations, because I think that's important.

Some People Get Lucky (I Didn't)

You might be way better at this than me. That would be great.

There's a guy on LinkedIn who made about six YouTube videos, and on his sixth one, he got a massive wave of views. He gained more subscribers from that one video than I've gotten on both my channels combined in three years. And his view count wasn't even that insane compared to big YouTubers -- it just happened to take off.

Meanwhile, I've published hundreds of videos on Code Commute over the past couple of years. Point is: results vary wildly. Don't assume you'll be the exception, but also don't assume you won't be.

How to Actually Get Started (Without Burning Out)

If you want to do this, here's my personal recommendation: start slow.

If you try to do too much all at once, it will be overwhelming and you'll give up. I say this as someone who has given up. I say this as someone who now has consistent systems in place -- I literally built software (Brand Ghost) to help with the consistency problem because I know how big of an issue this is for people starting out with content creation.

Find What You Actually Enjoy Talking About

Find stuff related to software engineering that you genuinely enjoy talking about.

If you try to cover everything all at once, you start gravitating toward topics you're not actually interested in, just because they're trendy or you feel like you "have to" talk about them. And then it becomes work. And then you're asking yourself why you're even doing this. And then you burn out.

I actually like Code Commute topics better than my Dev Leader content because these are general software engineering career topics. I love talking about this stuff because it's literally my career.

Dev Leader has become more like work for me. People have C# questions and I don't want to be every other .NET YouTuber where I'm just explaining what DRY and CLEAN mean in a C# context. That's not for me. No offense to those people -- there are lots of them doing it and crushing it. It's just not for me.

Learn in Public

This is how I started, and a lot of my Dev Leader stuff now is me learning in public.

I could keep doubling down on topics I already know, and realistically I should to get more content out. But a lot of the time, to get inspiration, I look at something I'm learning -- like AI tooling or source generators in Roslyn -- and I'm like, "Why not make some videos and show people what I'm trying to do?"

But here's a critical distinction: learning in public is different than being an expert.

When you're trying to build an audience, you'll see advice that says you need to become an authority in your space. You want people to trust and respect you as a knowledgeable expert. And that's true over time -- I agree with that.

But when you're learning in public and you confuse that with being an expert, things go wrong fast. You write confidently, you share details like you're the authority, and actual experts look at what you're saying and think, "This person is full of shit."

People can see through it.

So if you're going to learn in public, treat it as learning in public. Be open, honest, transparent, vulnerable. Treat it as a learning opportunity. Don't pretend to be something you're not.

Start Small to Stay Consistent

I think this is incredibly important.

Once you give up on creating content -- once you're like "it's too much work, I'm not going to do it this week, or this month" -- good luck getting the rhythm and momentum back.

It took me 10 years.

Do better than me, please.

Create Content That's Reusable

I focus on educational content for a few reasons:

1. It's what I actually care about. I want to be helpful.
2. I can reuse it. Unless what I'm talking about fundamentally changes, I can repost that content later. It becomes an investment because it saves me time down the line.

All of my Dev Leader content works this way. For the first time in almost two years, I just wrote a new blog article on getting started with AI coding tools (AI-assisted, with a disclaimer). But for two years I've been doing newsletters and repurposing existing content.

The same principle applies to short-form videos. I clip longer videos into shorter segments, then repurpose those clips across platforms. Sometimes people ask why I'm still talking about Autofac in my newsletters -- it's because that video is a year and a half old and still completely relevant. Companies don't just migrate entire codebases overnight, so the content stays useful.

Educational content is reusable and valuable and saves me time. I don't have to come up with a new topic every single day. I've built up enough content that I have two years of scheduled posts across different formats.

Batch Your Content Creation

Everyone's different, but I don't like creating pieces of content end-to-end one at a time. I work in steps.

I might draft five LinkedIn posts at the same time. That's a different state of mind -- generating ideas and playing around with them. When I feel fatigued from that, I step away.

Then in another session, I'll go back to those five posts and massage them, edit them, format them. Across two sessions, I've got five LinkedIn posts done.

Short-form videos work the same way. One session I'll clip a bunch of videos, but I'm not writing posts for them. Another session I'll go through the clipped videos and write quick posts, then have them automatically scheduled.

Batching helps -- at least for how my brain works.

Collaborate With Others

One of the side effects of content creation for software developers that cannot be overstated: the networking opportunities.

Just by actively engaging with other creators, you open doors. Even if the question was really about the side hustle money angle, the networking part is genuinely valuable on its own.

Here are some practical ways to collaborate:

• Guest appearances: Reach out to podcasters or YouTubers in your niche. Many are actively looking for guests, and it exposes you to their audience.
• Co-created content: Partner with another creator on a joint blog post, video, or tutorial. You both share the audience benefits.
• Community participation: Join Discord servers, subreddits, or LinkedIn groups where other creators hang out. Genuine engagement often leads to collaboration opportunities.
• Cross-promotion: Share each other's work. It costs nothing and builds goodwill.

The relationships you build through content creation often become more valuable than the content itself. Job referrals, consulting opportunities, speaking invitations -- these all flow from the network you build.

Ask for What You Want

If you want sponsored content, ask.

Companies are usually looking for follower counts and engagement metrics, but if you don't ask, you're just waiting for stuff to show up. Asking makes a big difference.

Some practical advice on outreach:

• Start with companies you already use: If you genuinely use a tool or service, reaching out feels natural. Your enthusiasm comes through.
• Be specific about what you offer: Don't just say "I'd love to work together." Propose a specific format -- a review video, a tutorial, a case study.
• Include your metrics upfront: Even if your numbers are modest, transparency builds trust. Share your typical views, engagement rate, and audience demographics.
• Follow up: Most outreach gets ignored on the first try. A polite follow-up a week later can make the difference.
• Accept that most will say no: That's normal. The ones who say yes are the ones who matter.

The worst anyone can say is no. And often, the simple act of asking puts you on their radar for future opportunities.

Consistency Is Everything

This is the final thing I'll say: you have to keep showing up.

It sounds cliché -- Alex Hormozi says stuff like this and it sometimes sounds funny -- but you only lose at it if you give up.

I started Dev Leader 13 years ago and gave up for 10 years. I've been doing it consistently for three years after that 10-year break. That means I took off more than three times the length of time I've been consistent.

Imagine if I had just stayed consistent the whole time.

Stick with it. Don't give up. Pace yourself. If you need little breaks, that's fine -- but use that as a reminder that maybe you're trying to do too much all at once. Find ways to make it sustainable.

If you're struggling with consistency, tools can help. I built Brand Ghost specifically to solve this problem -- it helps you plan content in advance, reuse ideas across platforms, and stay visible without daily effort. If you want to give it a try, there's a free plan designed to help you build the habit without pressure.

The Bottom Line

I encourage everyone to at least try learning in public. It's an awesome way to get feedback, learn from others, and work on communication skills.

In terms of a side hustle? It's a little less glamorous than it looks. It can be a lot of work with not a lot of money going into your pocket.

I like putting out content, even when the economics don't make sense. If that trade-off sounds acceptable to you, go for it. Just go in with realistic expectations.