The Big Social Media Shift Nobody Notices
Summary
TLDRThe video script discusses the impending 'creator crash' and the need for content creators to adapt to changing viewer preferences. It criticizes overly-produced, formulaic content and calls for a return to more authentic, personality-driven videos that foster genuine connections with the audience. The speaker encourages finding one's unique 'unfair advantage,' creating content true to personal interests, and embracing vulnerability and honesty. While algorithms still favor validated content, the focus should be on differentiation and building trust through rawness and relatability. Ultimately, the video aims to equip creators with strategies to thrive amidst the shifting social media landscape.
Takeaways
- 😐 The creator argues that people are getting tired of overly-edited videos lacking real substance on social media.
- 🔄 There is a shift back towards more authentic, raw and personality-driven content (social media 3.0).
- 🧐 Viewers struggle to form connections with heavily-edited videos that don't show the creator's face/personality.
- 👁 Algorithms seem to be favoring more genuine content over videos optimized purely for retention.
- ⚠️ Creators risk falling into the trap of formulaically replicating content that gets views rather than being unique.
- 🔑 To stand out, creators should find their 'unfair advantage' - what makes them memorable and different.
- 💯 Real expertise, documenting the journey transparently, and showing personality are advised over faking it.
- 🤳 Smaller creators may have a trust advantage over big influencers who are seen as inauthentic/shilling products.
- ⚖️ Balance creating unique, authentic content with some videos that follow proven formulas to appease algorithms.
- 💸 Significant income can be made with a relatively small but loyal audience by being genuine and trustworthy.
Q & A
What is the main topic being discussed in the video script?
-The script discusses the ongoing changes in the content creation landscape, particularly in social media. It warns creators about a potential 'creator crash' if they don't adapt to these changes and provides insights on how to create memorable and future-proof content.
What are the key points made about the evolution of social media?
-The script highlights that social media has evolved from its initial phase (Social Media 1.0) where it was about being social and sharing real, uncurated content, to the current phase (Social Media 2.0) where creators flood the scene with over-produced and over-edited content. It suggests that people are becoming tired of this style and that a shift back to more authentic and real content (Social Media 3.0) is happening.
What does the script suggest is the reason for people getting tired of over-edited content?
-According to the script, people are developing a 'content shield' or 'bullshit radar' against over-edited content because it often lacks actual substance and is overcompensating for the lack of meaningful content. It also mentions that the rise of AI makes it harder to distinguish what's real or not, contributing to this fatigue.
What are some examples of creators mentioned who are doing well with more authentic content?
-The script cites examples like a reaction video that got 1.2 million views in 24 hours by being memorable and future-proof, and James Smith, a fitness creator who is crushing it with real, honest content without excessive editing.
What advice does the script provide for creators to adapt and succeed in the changing landscape?
-The script advises creators to find their 'unfair advantage' or unique selling point, create content that they personally would like to see, and allow their personality and authenticity to shine through without overcompensating with excessive editing. It also suggests being open about their journey and experiences, even if they are still learning.
What role does the script suggest excessive editing and retention editing play in the current content creation landscape?
-The script argues that excessive editing and retention editing (frequent cuts, graphics, captions, etc.) are being overused by creators in an attempt to capture attention, but this approach often lacks substance and is becoming less effective as people develop a 'bullshit radar' against it.
How does the script compare the trust and credibility of small vs. large creators?
-The script suggests that smaller, emerging creators may have an advantage in building trust and credibility with their audience, as people may perceive them as being more authentic and having less incentive to 'bullshit' or overhype products or services compared to larger, established creators who may have more sponsorships and financial interests.
What is the 'viral hooks database' mentioned in the script?
-The script briefly mentions a 'viral hooks database' created by the speaker, which is a tool that tracks and analyzes viral and outlier videos on platforms like Instagram and TikTok. It helps identify what content is resonating and why, and can be filtered by niche, triggers, and other factors.
What is the significance of the phrase '10K' mentioned towards the end of the script?
-The script invites viewers to comment '10K' on the video, promising to make a follow-up video explaining how to make money with a small audience of less than 10,000 followers, contrary to the perception that a large following is necessary for financial success as a creator.
What is the overall message or call to action for creators from the script?
-The overall message and call to action for creators is to embrace authenticity, find their unique voice and advantage, create content that resonates with themselves and their audience, and not feel the need to overcompensate or conform to the excessive editing trends. The script encourages creators to focus on building a lasting and memorable presence, even if it means sacrificing short-term engagement initially.
Outlines
🌍 The Brewing Change in Content Creation
This paragraph discusses the impending shift in content creation, warning creators to adapt to the changes or risk getting left behind. It highlights the notion of a 'creator crash' and the growing dissatisfaction with boring, overproduced content. The speaker suggests that even content that was considered amazing just a few months ago is now perceived as dull. The paragraph sets the stage for exploring a new approach to content creation that doesn't rely on viral content.
🔄 The Cycle of Social Media and the Return to Authenticity
This paragraph delves into the evolution of social media, tracing its roots from the early days of sharing unfiltered content and fostering genuine connections, to the current landscape of overproduced and formulaic content driven by retention metrics. The speaker discusses the emergence of a new phase, 'Social Media 3.0,' where authenticity and realness are regaining prominence. The paragraph also touches on the potential impact of AI on content creation and the growing skepticism surrounding overly edited, inauthentic content.
🚀 Strategies for Standing Out and Building a Lasting Brand
This paragraph provides actionable strategies for creators to differentiate themselves and build a lasting brand. It emphasizes the importance of finding one's 'unfair advantage' – a unique trait or experience that sets them apart. The speaker encourages creators to identify gaps in their industry and create content they would personally want to see. The paragraph also discusses the value of authenticity, storytelling, and embracing the journey, even if it means sacrificing short-term gains. Additionally, it touches on the advantage smaller creators may have in building trust and credibility with their audience.
🔑 Embracing Authenticity and Fostering Genuine Connections
The final paragraph reinforces the importance of authenticity in content creation and building genuine connections with the audience. The speaker advises creators to avoid overcompensating for lack of knowledge or experience through excessive editing or fabrication. Instead, they should embrace their unique personalities and perspectives, even if it means initially sacrificing views and engagement. The paragraph also suggests striking a balance by occasionally creating content that aligns with algorithmic preferences while primarily focusing on setting oneself apart as someone authentic and relatable. Lastly, the speaker offers insights into monetizing with a small audience and promises a future video on the topic.
Mindmap
Keywords
💡Content creation
💡Retention editing
💡Authenticity
💡Audience connection
💡Social media evolution
💡Unfair advantage
💡Content monetization
💡AI and deepfakes
💡Audience trust
💡Creator burnout
Highlights
The content creation landscape is changing, and creators need to adapt to avoid being left behind.
Social media is transitioning back to its roots, where content felt more real and social, as opposed to overly curated and produced.
Overly edited and retention-optimized content is becoming less engaging, as audiences are developing a 'bullshit radar' for lack of substance.
Algorithms are starting to prioritize authentic, raw content over formulaic, overly produced videos.
Memorable content often features the creator's personality and unique perspective, rather than generic, copy-cat content.
Successful creators have something to offer beyond just content, such as experience or a unique advantage.
Creators should find and leverage their 'unfair advantage' to build a memorable personal brand.
Authenticity and being an 'open book' can be an advantage, especially for smaller creators looking to build trust.
Audiences are more likely to trust smaller creators without sponsorships for honest product reviews.
Creators should strive to be authentic and show their personality, rather than overcompensating with excessive editing.
It's okay to create similar content occasionally, but the focus should be on setting oneself apart and building a unique identity.
Short-term engagement may suffer, but building an authentic brand will pay off in the long run.
Small audiences can still be highly profitable if the creator has built trust and authenticity.
The speaker promises to share a process for making money with a small audience in a future video.
The speaker recommends watching the next video to see the change in action and learn how to implement the concepts.
Transcripts
If you're a content creator, you might not
be aware that right now, we're basically right
here.
And if you didn't notice it by now,
something's brewing.
And if you don't adapt to the changes,
you might be right here all the way
down, by the way, if you don't see
it, very fast, faster than you might realize.
Talking about some sort of creator crash or
whatever you might want to call it.
And we've talked about the issues leading up
to this, right?
My last video, spoiler alert, people are just
becoming sick of your boring content, which by
the way, used to be just amazing content.
Well, well, that's the amazing line.
Content just five months ago, and right now
we're going down with the ship, or you're
actually going down with the ship, if you
don't adapt to this whole thing.
And if you ask me, a lot of
creators right now are on this wrong path
without even realizing, because they don't zoom out
and see the big picture.
So let me show you basically a plan
on not only how to not be one
of these boring lemmings, but I actually want
to show you another side of the coin,
one where you don't need to have viral
content at all in order to make a
good living and to set yourself up to
be a creator five years from now still.
Doing things sort of your own way.
The first thing I want you to understand
is that in my opinion, we're coming back
to what I would call social media 3
.0, where the rules maybe even come a
little bit back to the roots.
And it actually makes a lot of sense
if you think about it.
And the beginning stages, right?
When social media just started out, we basically
shared everything.
Remember those MySpace bulletins?
Basically every day you filled out some questions
about yourself or some random fact about you.
We shared everything, right?
We uploaded folders of pictures each weekend to
already Facebook even, totally uncurated photos by the
way, saved the pictures of the last weekend
every week.
And everything just felt a lot more real
if you know what I mean, right?
Thinking back actually, it kind of feels like
it was this nice party just going on
all the time sort of in the background,
except for when I got myself a virtual
girlfriend from Germany in one of these chat
rooms, if you remember any of these, just
basically random chatting up random people.
We're not gonna comment on that.
Now, the main thing I actually want you
to remember is, back then it was all
about being social, the whole thing.
Like I said, right, if you remember, we
chatted up random people up from across the
world, some of which I'm, by the way,
still friends with.
It's kind of weird if you think about
it. And also social media 1.0 basically was
never really about showing off or even comparing
yourself or trying to sell somebody something.
Then all of a sudden, I don't really
exactly know what happened.
Social media basically evolved and became what we
have right now, right?
A lot of creators flooding the scene with
content, which by the way is not a
bad thing.
It just made it to sound like it
was a bad thing.
It's actually not, it's actually good.
But I would say over the past year
or so, I personally have started to notice
this shift to basically overproduce everything, whether it's
long-form content, also short-form content, probably
as a form of overcompensation, basically the small
dicks of social media, if you think about
it.
Retention editing, right?
I'm sure you've heard this before a lot
of the time.
Retention editing is the name of the game,
is what everybody says.
Basically, you're gonna have to have a cut,
a zoom, a graphic overlay.
Every second, probably unless that cut out every
breath that you have in space between words,
because yeah, we just have to compete with
attention.
That's what they all say, because attention spans
are becoming shorter and shorter, which by the
way, I believe to be complete nonsense, right?
I mean, just look at the Netflix stats
or movies.
Why would they become longer and longer, right?
The Irishman.
And why, by the way, do you lock
yourself at home from time to time, binging
friends for the 17th time, all within one
session, right?
Obviously, it's not about attention spans, if you
really think about it, but still, suddenly on
Instagram and TikTok, they all tell you to
cut out everything because people just don't have
attention anymore.
Bullshit.
Let me get into it.
Now, I give you that.
These over-edited videos look very good, very
professional even, but it feels like people are
just getting tired of them, right, for multiple
reasons.
And one of them is the reason why
some short-form creators who have millions of
views struggle to keep up financially while others
have, let's say, all right, views and just
brush it, right, with the money part.
Actually, let's do a thought experiment together.
Take out your phone and just open any
type of short-form feed, doesn't matter whether
it's Instagram, TikTok, YouTube Shorts, but open your
short feet and just watch the next five
videos, right?
You can pause the video right now.
I will still be here.
And now, just please tell me how many
faces or names of creators you actually remember
right now from this session that just happened
less than a minute ago.
If you remember any of them, just let
me know who you remember and maybe even
why you remember them, because maybe we can
figure something out together here.
But to be honest, I'm sure mostly you
didn't remember anybody.
For example, this one right here, it looks
amazing visually, but don't you kind of feel
like they're trying to hide something, right?
Whenever you see a video like this with
these, you know what I mean, right?
I've actually had lengthy discussions with my clients
in my creator mentorship program where we basically
all have come to the conclusion that people
just have started to build this sort of
content shield slash bullshit radar in a way
when it comes to this retention editing, basically.
And in my opinion, this is the reason
why people are starting to get tired of
this style, simply because every fool can make
a boring video look good now, right?
It doesn't matter if it's factually wrong even
or not.
I think people are slowly starting to understand
subconsciously that this type of editing style and
basic content style is actually nothing more than
overcompensating for their lack of actual substance, lack
of content, actually, if you will.
Plus the other thing, obviously, which just still
freaks me out, the whole AI thing.
We can't really tell what's real or not
anymore.
And we're just getting started.
The other day, by the way, I saw
this video of a drone seemingly following an
F1 car.
Took me a while to actually figure out
whether it was real or not.
At first I thought it's for sure not
real. It's gotta be fake.
Then it turns out it was real.
To be honest, at this point, I'm still
not entirely sure if it's a real thing
or not.
And that's just the crazy thing about it,
right? I don't even wanna think of what will
happen in a year or two.
Most likely everything will be completely different, but
probably they're gonna have to shut down AI
video on social media or not.
I don't know.
I really don't know.
It's just, if you think about it, it's
crazy.
The other thing, by the way, I've also
noticed is that in videos where there's all
these elements flying around, right?
Like I said, and the captions, basically the
subtitles, are basically right at the center to
capture people's attention like everybody says to do.
But in these kinds of videos, we don't
even look at the creator in the face
and the eye anymore, right?
Which means we don't really form any type
of bot with them.
We don't remember them, right?
Coming back to her little experiment right there.
And if you don't remember the creator, there's
nothing to come back to because it's just
content.
Just another piece of content without anything to
attach me, attach my interests or whatever it
is to it, right?
Here's another interesting thing I've started to notice
over the past month or two.
With all of these kind of strange things
happening, it seems like algorithms somehow now just
don't look at the hard facts anymore, AKA
retention, having as much retention as possible, stuff
like this.
And they somehow, I don't know how to
be honest, but it seems like they somehow
figure out whether your content is actually any
good or not on a in-between level.
Like I said, I have no idea how
to actually do it.
Obviously, most likely it's AI, like the robots
taking over, but also less and less of
these hype style, retention editing, even copycat sort
of boring, same old type of videos are
being shared on the for you pages, right?
On whatever platform.
I can clearly see it in my viral
hooks database, which is by the way, something
I didn't really mention at all that I
have that.
But basically I have created a database, which
is updated daily with outlier slash viral videos,
mostly on Instagram and TikTok.
So short-form videos to help you with
understanding what's going on in the platform as
a whole, but also you can filter it
with different niches, triggers, and just get the
whole information in about why something blows up
or not.
Yeah, we've been using this tool internally for
a while, basically for content research and seeing
what's hot right now or not.
And you can actually check this out for
free.
Basic version is actually free down below.
I made it.
So could have some errors, but please check
it out.
Give it a try.
Like I said, basic version is free.
Now in this database, I have lately started
to notice more and more sort of raw
and real type of videos being pushed out.
And the old style, if you will, usually
has a lot, still gets pushed out, obviously,
because it's not like it's hard cut, but
we can notice it in our data that
also this old sort of style clearly has
a lot less people engaging with it, right?
Comments, everything.
And to me, it seems like people prefer
the, I'm on the same level as you,
I'm just a creator and we're in the
same boat type of content as opposed to
look at me, right?
I'm the influencer, preach, preach, preach.
That's how it used to be, think about
it. Now here's where a lot of us fall
into what I would call the creator trap,
right? Me included, by the way, because initially, of
course, we need views.
We need to get the algorithms to notice
our content.
And if you've watched any of my previous
videos, you kind of know that similar content,
similar styles, even similar same text, same hooks
just gets pushed out more on average.
And that's the fastest way to blow up
on any platform.
Hence, by the way, why I have this
viral video database to help you blow up
as fast as possible, but it comes with
a caveat.
So let's say you have this one strategy,
you see your account starts to grow faster
and faster and the stats are growing and
everything just feels amazing at the beginning, especially
if you just see the rush of excitement
of growing and getting views and followers.
Until you notice that whenever you slightly deviate
from that very straight formula that you kind
of have trained the algorithm on, your views
will be down a lot.
And naturally what everybody's gonna do in this
case is go back and create more of
the same type of formulaic videos because they
just can't stand to have slightly less views
or a lot less views than this one
or a few pillars that usually work.
And then at some point, the attention that
used to be on this very straight formulaic
content that you created will have shifted and
you have no idea where it's gone.
Because you were just focusing on copying what
works in a way and it didn't really
set yourself apart from anybody.
So people are not really actively coming back
to search for your opinion on a certain
topic or whatever it is.
And then the other natural thing is that
you see your overall view baseline and reach
baseline just drop and you're gonna freak out.
Lots, it happens quite a lot.
So here's what I think you should do
if that is your case or if you
don't even wanna fall into that trap.
I don't know about you, but just basically
think about yourself.
I love to follow people and I'm interested
in people who actually have something unique about
their content.
Something that makes them stand out just a
tiny bit from this same old white noise,
if remember.
And standing out in that case could be
literally anything from showing a little bit more
of your personality which is by the way,
the number one thing that gets crushed by
retention editing or it could be as simple
as daring to actually allowing yourself to create
something that's just a little bit different or
maybe even quite the opposite that everybody else
does.
Let me give you a few examples.
This video right here, amazing video by the
way, one of the best videos in my
opinion, got 1.2 million views within basically
24 hours.
And in my opinion, if you take a
look at this, if you part of his
target audience, this is what memorable future-proof
short firm content looks like.
And this whole thing just works really well
because essentially, if you think about it, it's
just a plain old reaction video.
So basically something that you could just copy
just a hundred times better.
It's not just copying the others doing exactly
the same but instead it's, he's very smart
about it, copying the essence of why people
are interested in similar videos and then just
making it his own way.
I'm gonna show you in a second how
to do that yourself in your own content.
Or another example, probably seen him, James Smith,
who's totally crushing it right now with fitness
content, right?
Basically the industry where people just copy each
other left and right and you can't distinguish
between his fitness creator A, fitness creator B
and he's just basically doing it totally the
opposite way.
And if I had to put a label
on it, I would say just real authentic,
honest content, right?
There's no retention editing in the traditional sense,
still is in some other sense but there's
no crazy cuts left or right and elements
flying through and stuff like this.
And also if you take a closer look,
by the way, the captions are not in
your face type of thing, right?
Right at the center, very big.
They don't distract from actually looking into his
eyes, right into his face or wherever you
look.
But the captions are actually more like actual
captions just on the side, just small kind
of, you know if you see them, you
see them, if not, you don't.
And some videos don't even have captions in
them like this one with 3 million views,
which makes me think and I'm almost sure
probably we don't even need captions anymore and
it's my prediction that in one year we're
gonna look at these videos with the captions
just pop it in the center of the
frame as weird.
Those were the old days, right?
And right, I bet if you've seen this
guy swiping through at some point, you'll remember
him, probably you'll remember him.
Let me know if you actually have seen
him before you remember him right now.
All right, so let's get into some actionable
that will actually get you ahead of 99
% of creators out there that will make
this upcoming crash or whatever you wanna call
it not really even noticeable for you.
First of all, the one thing I see
with these really successful creators who've really built
something to last, right?
We're gonna be okay when this whole shit
hits the fan is that they actually know
their shit, right?
And they have something to show outside of
their content which mostly is experience in some
sort.
They're not this 18 year old dude giving
dating advice how to get a girlfriend or
into business advice how to be a millionaire.
You know, even though they are obviously not
millionaires but anyway, let's go back to the
actual stuff that matters.
First of all, really take some time to
think of your, you know, what a lot
of people call your unfair advantage.
What is that?
You know, it could be literally anything.
It could be that you have good video
editing skills or just your personality, right?
Or you've had a three legged chicken when
you were a kid and for some reason
it's still alive.
Don't ask me how to incorporate this into
your brand but basically that's what you wanna
do.
Find your unfair advantage and try to wrap
it around your personal brand about you, right?
That makes you unique something that makes you
basically memorable.
And I guarantee you there is something even
though it might not feel like there is
there is something with everything.
My creator membership, we talk a lot about
that.
And usually we do find something what a
surprise very fast.
And then once you've found that, actually go
ahead and allow yourself to think what content
would you like to see?
Like you personally, right?
What's missing in your opinion and all the
content out there in your industry or maybe
even outside your industry.
And especially if you have content focused around
educating people on some topic, you gotta first
of all, really know your shit, right?
And if you don't know your shit, by
the way just be an open book about
it and make that your thing.
Make that your unfair advantage that you're actually
here and to take people on a journey
with you through all the failures and all
basically the journey, basically storytelling.
Right, I'm sure we've heard it back in
the days document, don't create, Gary V made
it famous.
And I believe this sort of content creation
style is coming back more and more just
packaged a little bit differently because people's readers
have just become way too high.
And if you ask me, to be honest
in a sense, smaller emerging creators have some
form of advantage over bigger established ones especially
when it comes to building trust in the
sense of making money with that, right?
Whether it's if they wanna get brand deals
or with their own products, right?
If you wanna sell a course, for example.
Remember when I was a starting creator, basically
my course sales were pretty, pretty good because
I can only explain to myself cause my
content sucked but I can only explain to
myself that people just trusted me cause I
was sort of a small creator.
Why would I have to bullshit if you
don't want me, right?
Recent other example from my life that I
was actually thinking about just the other day
I just, you know, YouTube channel, I love
the channel but it's a very, let's say
season chance.
She's been here for a while.
She's very big and you know basically one
of the biggest channels in our niche.
And of course I'm gonna watch a video
about let's say the latest Apple watch but
I'm not gonna take her review of whatever
product she has to make my buying decision.
When I decide to buy something I try
to find some smaller ones some that don't
even have any sponsors cause I wanna see
the real world stuff, right?
I don't wanna see the hyped up shit.
And I don't know why exactly but to
me it feels like on social media we
barely can trust anybody anymore.
Okay, so to round this whole thing up
I believe in the long run try to
be as authentic as possible, right?
Go back to the roots a bit even.
Don't feel like you need to overcompensate your
lack of knowledge or experience with hyper editing
and making shit up, right?
Don't do that.
Instead, actually let's say feature what you can't
fix or something like that.
Now the other part of the coin the
other side of the coin unfortunately is of
course algorithms still to a certain degree prefer
pre validated, you know very similar content to
each other.
So it's totally okay to create something like
that every once in a while, right?
Some that's just very similar.
But your focus if you really wanna make
a difference in the long run which you
should cause otherwise you'll be gone pretty soon.
Your focus should be trying to set yourself
apart as somebody you can't really copy.
Somebody that shows personality somebody that's not afraid
to voice their opinion or to create content
that's totally different from the rest of the
crowd. And somebody where people kind of have a
feeling that they're actually in a big boat
together with the creator.
And that also might mean by the way
that in the short run you'll see less
views, less likes less engagement, mental health issues
because of that.
But and that's by the way, the other
thing that you actually know that there's a
lot of creators making crazy amounts of money
with less than 10,000 followers where you
would look at them and you'd say, well,
this is just a bad, you know they're
just trying, they don't have a lot of
range they have 10,000 views, they have
5,000 views and stuff but they're crushing
it financially.
Comment the words and we'll say 10K down
here on this video and I'll make a
video walking you through the process of making
money actually with the small audience right now.
Now I understand you might be a little
confused right now and you might not know
how to actually start and put all this
info into practice.
So watch this video next and you'll see
parts of that whole change actually in action
ready to be implemented.
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