Is it simply me, or are all posts on social media beginning to look and sound the identical?
One man dunks his face in a bowl of water garnished with lemons. Subsequent factor , the floodgates open, and what can solely be described as digital diarrhea takes over your timeline, that includes the very same factor, solely from totally different creators.
My buddy, we’re watching creativity flatline in actual time. 💔
Now I do know what you are pondering, “AI did it once more.”
It might have performed a job, however AI is not the villain in at the moment’s story. It is AI’s much less well-liked however ever-present cousin, the algorithm. (dum dum dummmmmm) 😮
In at the moment’s article, I clarify how algorithms kill originality, why copying beats creating proper now, what meaning for future innovators, and learn how to stand out in 2025.
For those who’re new to my work, my identify is Les. I am a founder and award-winning efficiency marketer, now centered on serving to on a regular basis individuals make sense of the chaos round “AI is altering all the pieces.”
For those who like distinctive advertising and marketing insights and need to keep updated with sensible methods to make use of AI, try my free e-newsletter, No Fluff Simply Information. I break down what’s working in advertising and marketing and the AI instruments price taking note of.
However sufficient about me. Let’s talk about why the algorithm is a much bigger menace to creativity than AI ever was and who’s really in charge for the mess. Spoiler alert: It isn’t who you assume. 🧐
Why is everybody making the identical content material?
Earlier than we speak about how one can stand out, we have to perceive the issue first.
At first look, it is easy in charge creators for copying one another, however the state of affairs is far more complicated and rooted in how social media platforms are designed.
Merely put, the algorithm does not reward originality. It rewards engagement.‼️
Each platform’s purpose is easy: To maintain you scrolling for so long as doable. To do this, the algorithm research all the pieces you do, together with what you click on, like, touch upon, and what makes you cease or go away. The result’s a barrage of sameness, the place all the pieces begins to feel and appear the identical.
So when a creator sees one thing that is working for another person, there is a good likelihood that in the event that they leap on the pattern, their content material may additionally carry out effectively.
We frequently overlook creators are individuals identical to you and me, with households, payments, aspirations, and all the pieces in between. When views, likes, and shares grow to be the best way they make a residing, chasing metrics is not only a technique. It is survival. 🤔
Attempting one thing new turns into a big gamble, so why would anybody threat creating one thing new when you could possibly dunk your face in water and get nice engagement? Why spend hours, perhaps even days, crafting the proper publish when you could possibly copy and paste what already works?
All these variables create the proper storm.
Within the algorithm’s fixed push for engagement, we regularly get a slim world view. Our views are bolstered and, over time, we cease being uncovered to concepts that problem or broaden our pondering. Issues begin to really feel extra divided, and actual conversations grow to be tougher to search out. 😩
But it surely does not should be that manner. The great thing about life is in discovering new issues, seeing from another person’s standpoint, and permitting your pondering to evolve. Stepping outdoors the echo chamber is not at all times simple, however it’s price it. It retains us curious, open, and linked.
However I digress. 😤
How do you stand out?
Ah, sure, the all-important query: How does one stand out? 🤔
5 years in the past, you could possibly argue that your trade was crowded. Quick ahead to at the moment. Crowded is the understatement of the last decade.
Do you push for views, or do you concentrate on being artistic?
Creativity issues, however so does paying your payments and taking good care of your loved ones. The chilly, laborious reality is that chasing metrics is short-sighted. However I get it.
Watching the views run up is intoxicating. 😊
Nonetheless, being short-sighted at all times ends a technique. You are one algorithm change away from going out of enterprise.
You are not constructing an actual relationship along with your viewers whenever you’re simply enjoying to the algorithm. What they did not educate us at school is that cash strikes on the pace of belief, and belief is constructed by displaying up and constructing real relationships.
Whereas attain is necessary, the precise individuals have to know, like, and belief you. It is simple to get caught up within the extra extra extra views entice. But it surely’s nonetheless a entice.
You want your ICP (Perfect Buyer Profile) to be watching. 🤓☝️
This is why it issues. Think about having an viewers the scale of MrBeast, however none of them are keen to purchase what you supply. You are higher off with 1,000 actual ones who will help you.
While you chase metrics, you lose sight of what issues, and that is making an actual connection.
So, how do you do it? 🤔
First, embrace authenticity. There is a recreation to be performed right here, and realizing when to comply with a pattern versus when to be unique issues. But when you are going to dunk your face in a bowl of water, make it an inside joke your neighborhood can relate to, not a blatant copy of another person’s work.
Subsequent, focus in your ICP. Metrics are cool. However what’s cooler is having a neighborhood that backs you. You aren’t getting that by chasing self-importance metrics. Discuss on to the individuals you resolve to serve.
Lastly, prioritize high quality over amount. Typically, much less is extra. You needn’t drop a banger day by day. Concentrate on serving to your ICP by fixing an issue.
That is the way you stand out. Being you is the one solution to break by way of in a world constructed for sameness. 🤗
My two cents
In a world the place AI makes nearly all the pieces sooner and extra accessible, relationships will grow to be the final word foreign money.
You do not stand out by being louder. You stand out by being you. ❤️
My editor, Aly, as soon as informed me, “Do not chase views, simply make good content material.”
Is it slower? Sure.
Is it price it? Completely.
The irony in all that is that good content material finally will get the views. You simply want to point out up and keep constant.
😇 Hope this helps. I am rooting for you.
P.S. For extra useful AI ideas and advertising and marketing insights, join my free e-newsletter, No Fluff Simply Information.
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