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Is it just me, or are all posts on social media starting to look and sound the same?
One guy dunks his face in a bowl of water garnished with lemons. Next thing you know, the floodgates open, and what can only be described as digital diarrhea takes over your timeline, featuring the exact same thing, only from different creators.
My friend, we’re watching creativity flatline in real time. 💔
Now I know what you’re thinking, “AI did it again.”
It may have played a role, but AI isn’t the villain in today’s story. It’s AI’s less popular but ever-present cousin, the algorithm. (dum dum dummmmmm) 😮
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In today’s article, I explain how algorithms kill originality, why copying beats creating right now, what that means for future innovators, and how to stand out in 2025.
If you’re new to my work, my name is Les. I’m a founder and award-winning performance marketer, now focused on helping everyday people make sense of the chaos around “AI is changing everything.”
If you like unique marketing insights and want to stay up to date with practical ways to use AI, check out my free newsletter, No Fluff Just Facts. I break down what’s working in marketing and the AI tools worth paying attention to.
But enough about me. Let’s discuss why the algorithm is a bigger threat to creativity than AI ever was and who’s actually to blame for the mess. Spoiler alert: It’s not who you think. 🧐
Why is everyone making the same content?
Before we talk about how you can stand out, we need to understand the problem first.
At first glance, it’s easy to blame creators for copying each other, but the situation is much more complex and rooted in how social media platforms are designed.
Simply put, the algorithm doesn’t reward originality. It rewards engagement.‼️
Every platform’s goal is simple: To keep you scrolling for as long as possible. To do that, the algorithm studies everything you do, including what you click, like, comment on, and what makes you stop or leave. The result is a barrage of sameness, where everything starts to look and feel the same.
So when a creator sees something that’s working for someone else, there’s a good chance that if they jump on the trend, their content could also perform well.
We often forget creators are people just like you and me, with families, bills, aspirations, and everything in between. When views, likes, and shares become the way they make a living, chasing metrics isn’t just a strategy. It’s survival. 🤔
Trying something new becomes a gamble, so why would anyone risk creating something new when you could dunk your face in water and get great engagement? Why spend hours, maybe even days, crafting the perfect post when you could copy and paste what already works?
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All these variables create the perfect storm.
In the algorithm’s constant push for engagement, we often get a narrow world view. Our perspectives are reinforced and, over time, we stop being exposed to ideas that challenge or expand our thinking. Things start to feel more divided, and real conversations become harder to find. 😩
But it doesn’t have to be that way. The beauty of life is in discovering new things, seeing from someone else’s point of view, and allowing your thinking to evolve. Stepping outside the echo chamber isn’t always easy, but it’s worth it. It keeps us curious, open, and connected.
But I digress. 😤
How do you stand out?
Ah, yes, the all-important question: How does one stand out? 🤔
Five years ago, you could argue that your industry was crowded. Fast forward to today. Crowded is the understatement of the decade.
Do you push for views, or do you focus on being creative?
Creativity matters, but so does paying your bills and taking care of your family. The cold, hard truth is that chasing metrics is short-sighted. But I get it.
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Watching the views run up is intoxicating. 😊
However, being short-sighted always ends one way. You’re one algorithm change away from going out of business.
You’re not building a real relationship with your audience when you’re just playing to the algorithm. What they didn’t teach us in school is that money moves at the speed of trust, and trust is built by showing up and building genuine relationships.
While reach is important, the right people need to know, like, and trust you. It’s easy to get caught up in the more more more views trap. But it’s still a trap.
You need your ICP (Ideal Customer Profile) to be watching. 🤓☝️
Here’s why it matters. Imagine having an audience the size of MrBeast, but none of them are willing to buy what you offer. You’re better off with 1,000 real ones who will support you.
When you chase metrics, you lose sight of what matters, and that’s making a real connection.
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So, how do you do it? 🤔
First, embrace authenticity. There’s a game to be played here, and knowing when to follow a trend versus when to be original matters. But if you’re going to dunk your face in a bowl of water, make it an inside joke your community can relate to, not a blatant copy of someone else’s work.
Next, focus on your ICP. Metrics are cool. But what’s cooler is having a community that backs you. You don’t get that by chasing vanity metrics. Talk directly to the people you decide to serve.
Finally, prioritize quality over quantity. Sometimes, less is more. You don’t need to drop a banger every day. Focus on helping your ICP by solving a problem.
This is how you stand out. Being you is the only way to break through in a world built for sameness. 🤗
My two cents
In a world where AI makes just about everything faster and more accessible, relationships will become the ultimate currency.
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You don’t stand out by being louder. You stand out by being you. ❤️
My editor, Aly, once told me, “Don’t chase views, just make good content.”
Is it slower? Yes.
Is it worth it? Absolutely.
The irony in all this is that good content eventually gets the views. You just need to show up and stay consistent.
😇 Hope this helps. I’m rooting for you.
P.S. For more helpful AI tips and marketing insights, sign up for my free newsletter, No Fluff Just Facts.
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