I've been having quite a lil content crashout over here for the past few weeks as I scroll and see the same posts over and over and over again.

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But what really pushed me over the edge was when I heard someone say their current content strategy is to use AI to scrub the internet for the highest performing content in their niche....so they can then pull those posts and regurgitate them in a way that feels fresh and new 😶

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To say my flabber was gasted is an understatement.

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If you take anything away from this newsletter, let it be that I'm slapping your knuckles with a ruler (angry nun style) if I ever hear you pulling that move.

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That being said, let's talk about content templates, AI prompts, viral hook formulas, etc.

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Let me preface this conversation by saying there is nothing wrong with using content ideas, caption formulas, or AI to help you get the content gears going.

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But unfortunately, most of us are busy, tired, and overwhelmed, so we don't stop at the 'getting started' portion.

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We use these tools to the finish line.

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Meaning we end up taking the “copy, paste, and post approach”

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When in reality you should be taking the “analyze, understand why it works, and then apply that to your own brand in your own voice, in your own unique style approach”

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Because when you do the copy-paste approach? It’s not doing you any favors.

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Like at all.

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Sure, the content is posted.

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But at what cost? Is it actually working? Is it actually valuable? Is it actually resonating with your audience or making your brand stand out?

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Doubt it.

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Typically, you end up becoming a version of regurgitated nonsense your audience has seen 100 times before.

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Same reason why you shouldn't just recreate a popular post you saw on your feed, thinking it will lead to social media success.

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Hate to be the one to break it to you, but that's a fast track to wasting your damn time.

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Some of the most "popular" posts on the internet, aiin't doing shit for the business that posted it.

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Attention in the algorithm doesn't necessarily mean that the post is going to bring your business money or get you to your conversion goals.

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So instead of taking these content ideas, hooks, caption prompts, etc. as "grab and go style dinners" where you can just walk away and call it a night, I want you to think of them as "recipes" that you should be tweaking to fit your individual needs and preferences.

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Start to understand WHY the hooks or 'hacks' or prompts work in the first place.

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Let's take "visual cues" like applying lip gloss or chapstick in your b-roll. Why does this work to grab attention and keep users engaged?

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First, it's a pattern interrupt. You're creating an unexpected motion that triggers the brain to pay attention. Our visual system evolved to flag movement first (saber-toothed tigers don’t stand still). So even tiny hand-to-face gestures light up our "pay attention!" brain.

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Second, it's opening a loop, and our brain craves completion. If we don't keep watching, we're left with a "mental itchiness" until the loop is closed (that "what are they going to do next?!" feeling even if consciously, you don't really give a damn)

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Third, it's giving authenticity thanks to our mirror neurons. Basically, it makes the person seem intimate, relatable, and human because it triggers "I do that too" signals in the brain.

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AND NOW THAT WE KNOW THIS, we can say "okay, I'm a writer and applying chapstick doesn't feel relevant to me or my brand...but you know what does? Grabbing a pencil and tapping it on my face while I think of what to write, before diving into a journal sesh."

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And boom, a new visual hook that actually makes sense for your brand.✨

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Once you understand the why, your content possibilities are endless.

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So please, as you spot all the *steal these content ideas for june* posts floating in the wild this week, use them as recipes, not grab-and-go style dinners.

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Until next time,

Marissa