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 good friend, we're watching creativity flatline in actual time. 💔
Now I do know what you're pondering, "AI did it once more."
It could have performed a task, however AI isn't the villain in immediately's story. It's AI's much less common however ever-present cousin, the algorithm. (dum dum dummmmmm) 😮
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In immediately's article, I clarify how algorithms kill originality, why copying beats creating proper now, what which means for future innovators, and stand out in 2025.
If you happen to're new to my work, my identify is Les. I'm a founder and award-winning efficiency marketer, now targeted on serving to on a regular basis individuals make sense of the chaos round "AI is altering every part."
If you happen to like distinctive advertising insights and need to keep updated with sensible methods to make use of AI, try my free e-newsletter, No Fluff Simply Info. I break down what's working in advertising and the AI instruments price listening to.
However sufficient about me. Let's focus on why the algorithm is an even bigger risk to creativity than AI ever was and who's really guilty for the mess. Spoiler alert: It's not who you suppose. 🧐
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's simple guilty creators for copying one another, however the state of affairs is rather more complicated and rooted in how social media platforms are designed.
Merely put, the algorithm doesn't reward originality. It rewards engagement.‼️
Each platform's purpose is easy: To maintain you scrolling for so long as doable. To try this, the algorithm research every part 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 every part begins to feel and appear the identical.
So when a creator sees one thing that's working for another person, there's an excellent probability that in the event that they soar on the pattern, their content material may additionally carry out nicely.
We regularly neglect creators are individuals identical to you and me, with households, payments, aspirations, and every part in between. When views, likes, and shares change into the way in which they make a residing, chasing metrics isn't only a technique. It's survival. 🤔
Making an attempt one thing new turns into a chance, 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 right publish when you could possibly copy and paste what already works?
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All these variables create the right storm.
Within the algorithm's fixed push for engagement, we frequently get a slender 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 change into tougher to seek out. 😩
Nevertheless it doesn't need to be that manner. The fantastic thing about life is in discovering new issues, seeing from another person's standpoint, and permitting your pondering to evolve. Stepping exterior the echo chamber isn't 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 immediately. Crowded is the understatement of the last decade.
Do you push for views, or do you give attention to being artistic?
Creativity issues, however so does paying your payments and caring for your loved ones. The chilly, onerous reality is that chasing metrics is short-sighted. However I get it.
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Watching the views run up is intoxicating. 😊
Nonetheless, being short-sighted at all times ends a technique. You're one algorithm change away from going out of enterprise.
You're not constructing an actual relationship together with your viewers once you're simply taking part in to the algorithm. What they didn't 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 appropriate individuals have to know, like, and belief you. It's simple to get caught up within the extra extra extra views entice. Nevertheless it's nonetheless a entice.
You want your ICP (Excellent Buyer Profile) to be watching. 🤓☝️
Right here's why it issues. Think about having an viewers the dimensions of MrBeast, however none of them are prepared to purchase what you supply. You're higher off with 1,000 actual ones who will assist you.
While you chase metrics, you lose sight of what issues, and that's making an actual connection.
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So, how do you do it? 🤔
First, embrace authenticity. There's a recreation to be performed right here, and realizing when to observe a pattern versus when to be unique issues. However in the event you're going to dunk your face in a bowl of water, make it an inside joke your group 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 group that backs you. You don't get that by chasing self-importance metrics. Discuss on to the individuals you determine to serve.
Lastly, prioritize high quality over amount. Generally, much less is extra. You don't have to drop a banger each day. Give attention to serving to your ICP by fixing an issue.
That is the way you stand out. Being you is the one approach to break via in a world constructed for sameness. 🤗
My two cents
In a world the place AI makes nearly every part sooner and extra accessible, relationships will change into the final word foreign money.
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You don't stand out by being louder. You stand out by being you. ❤️
My editor, Aly, as soon as informed me, "Don't 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 indicate up and keep constant.
😇 Hope this helps. I'm rooting for you.
P.S. For extra useful AI suggestions and advertising insights, sign up for my free newsletter, No Fluff Simply Info.
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