I have content predictions for you! 🔮

Because you could open Instagram on any given day, look at what's staring back at you, and say, “Creativity is in the absolute shitter.”

And while I also think that at least 3 times per day when the same frickin post keeps hitting my feed... I don't know if I actually believe that.

I think we're dealing with something a little different.

I think we've become so obsessed with winning the algorithm that we've lost sight of what we're actually creating. Or why we're even creating content in the first place.

Because right now, my Instagram algorithm feels like two very different places.

On one side, you have the highly creative stuff. The people who are going ALL IN on content. And on the other side is the "lazy" content. And I'm willing to bet the "lazy" side actually was creating creatively at first.

But I think people are f*cking tired.

They're tired of spending three hours creating something they're actually proud of, only for it to get 102 views and the only one who engaged with it was themself from a different account. They're tired of putting their heart and soul into something and feeling like the algorithm sees it and says, "haha, f*ck you b*tch. no views for you!!!"

And after enough of that metaphorical beatdown, you start to wonder… "Why the frick do I even bother???"

So you take the shortcut and use templates or let AI handle it. You choose the easier option and post things that take 5 minutes to whip up instead of 3 hours.

And I get why. I reallyyyy freaking do. Butttttt here's why I think you need to put a hard stop on those shortcuts, looking ahead to 2027.

I think we're going to reach a point where consumers tune a LOT of this content out.

And quite frankly, a lot of us (hi, it me) are already there.

If I see a Claude designed carousel, I'm not f*cking reading it. Period. I don't care if YOU actually wrote the copy and then outsourced the design to a robot. I'm out. I'm not giving you my time.

And AI isn't the only problem here because I was talking with a client recently about one of her competitors' content, and she asked if I thought it looked AI-generated.

It didn't, in my opinion. But it DID look like a copy paste hack job of another social media expert's "viral hook templates," which means we're not just getting regurgitated AI copy, we're also getting humans blindly copying other humans too.

People want to connect with people. They want to hear your perspective, understand how you work, see how you approach your industry, and get a feel for what it's actually like to work with you.

They want YOUR BRAIN JUICE. Ya thoughts, your style, etc.

And while business owners are over here trying to figure out how to create MORE content with LESS effort, consumers are over here getting increasingly selective about what they pay attention to, who they trust, and where they're going to spend their money.

We're consuming SO much content. Like too damn much, honestly. My screen time makes me f*cking nauseous to think about.

I literally put my phone down before writing this because I was hit in the face with THREE of the exact same post. Same text on screen. Same style. Same everythinggggg just a different face staring back at me. F*cking hell.

Enough with this "junk food" content, you guysss! We want real, whole ass foods.

We want to see the cool shit you're doing. We want to know what makes your business different. We want to hear what YOU think, not what some template told you to say.

2027 needs to be the year you get way more intentional about what you're putting out there if you want content to truly make an impact in your business.

Capture the client experience. Show us what happens behind the scenes. Share the things you do differently. Talk about the conversations you're having with clients. Let people see what it's like to work with you.

And yes, I know that takes more time than prompting Claude or copying a hook you saw online.

I know it's not always going to feel like the most efficient way to create content. And I know it might not get the same immediate gratification as jumping on a trend or using a format that's already performing well for someone else. [more on why you shouldn't do that here]

BUTTT I would rather you spend that extra time creating something original that actually gives someone a reason to pay attention than churn out another piece of content just because you feel like you need to post somethinggg.

Because how your customers respond to your content matters a whole lot more than whether the algorithm decides to bless it with views.

And if you're going to use AI, please, for the love of everything, use it to streamline your thoughts. Pull out common themes. Organize your ideas. Use it as an admin assistant of sorts. But don't hand over the actual creativity. Don't hand over your perspective. Don't hand over the parts of your brand or your brain that make you, you.

Your experience is different. The way you explain things, the way you work, and the way you make people feel should be different too. And NONE of that is going to come through if your content sounds like everyone else's.

So pleaseeee, I beg of thee, if you take one thing away from this email, let it be this:

If you don't have the time to develop your own original ideas and turn them into content, why should your audience give you their time to consume it?

Your audience is just as tired as you. And it's time we start creating with THAT in the forefront of our minds.

YOU don't have to be the one to physically execute the content creation. There are people you can outsource to help with that part (hi, it me). But you DO need to be the one to have original perspectives worth sharing in the first place.

Catch ya next week,

Marissa