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 you already know, the floodgates open, and what can solely be described as digital diarrhea takes over your timeline, that includes the very same factor, solely from completely different creators.
My pal, we’re watching creativity flatline in actual time. 💔
Now I do know what you are pondering, “AI did it once more.”
It could have performed a job, however AI is not the villain in immediately’s story. It is AI’s much less common however ever-present cousin, the algorithm. (dum dum dummmmmm) 😮
In immediately’s article, I clarify how algorithms kill originality, why copying beats creating proper now, what which means for future innovators, and methods to stand out in 2025.
If you happen to’re new to my work, my title is Les. I am a founder and award-winning efficiency marketer, now targeted on serving to on a regular basis folks make sense of the chaos round “AI is altering every little thing.”
If you happen to like distinctive advertising insights and need to keep updated with sensible methods to make use of AI, take a look at my free publication, No Fluff Simply Details. I break down what’s working in advertising and the AI instruments price listening to.
However sufficient about me. Let’s talk about why the algorithm is a much bigger risk to creativity than AI ever was and who’s really guilty for the mess. Spoiler alert: It is not 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 guilty creators for copying one another, however the scenario 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 objective is easy: To maintain you scrolling for so long as doable. To do this, the algorithm research every little thing you do, together with what you click on, like, touch upon, and what makes you cease or depart. The result’s a barrage of sameness, the place every little thing begins to appear and feel the identical.
So when a creator sees one thing that is working for another person, there is a good probability that in the event that they bounce on the development, their content material might additionally carry out effectively.
We frequently overlook creators are folks identical to you and me, with households, payments, aspirations, and every little thing in between. When views, likes, and shares grow to be the best way they make a dwelling, chasing metrics is not only a technique. It is survival. 🤔
Making an attempt one thing new turns into a raffle, so why would anybody threat creating one thing new when you can dunk your face in water and get nice engagement? Why spend hours, possibly even days, crafting the right put up when you can copy and paste what already works?
All these variables create the right storm.
Within the algorithm’s fixed push for engagement, we frequently get a slim world view. Our views are strengthened 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. 😩
However it does not must be that approach. The great thing about life is in discovering new issues, seeing from another person’s perspective, and permitting your pondering to evolve. Stepping exterior the echo chamber is not at all times straightforward, 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 can argue that your trade was crowded. Quick ahead to immediately. Crowded is the understatement of the last decade.
Do you push for views, or do you concentrate on being inventive?
Creativity issues, however so does paying your payments and taking good care of your loved ones. The chilly, arduous fact 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 method. You are one algorithm change away from going out of enterprise.
You are not constructing an actual relationship together with your viewers while you’re simply taking part in to the algorithm. What they did not train us at school is that cash strikes on the pace of belief, and belief is constructed by exhibiting up and constructing real relationships.
Whereas attain is essential, the proper folks have to know, like, and belief you. It is easy to get caught up within the extra extra extra views lure. However it’s nonetheless a lure.
You want your ICP (Supreme Buyer Profile) to be watching. 🤓☝️
Here is why it issues. Think about having an viewers the scale of MrBeast, however none of them are prepared to purchase what you supply. You are higher off with 1,000 actual ones who will assist you.
Whenever 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 sport to be performed right here, and understanding when to comply with a development versus when to be authentic 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 do not get that by chasing vainness metrics. Discuss on to the folks you determine to serve.
Lastly, prioritize high quality over amount. Generally, much less is extra. You need not drop a banger on daily basis. Concentrate on serving to your ICP by fixing an issue.
That is the way you stand out. Being you is the one option to break by in a world constructed for sameness. 🤗
My two cents
In a world the place AI makes nearly every little thing sooner and extra accessible, relationships will grow to be the last word forex.
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 suggestions and advertising insights, join my free publication, No Fluff Simply Details.
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