@CAIT_CAVELL
The Fall of LinkedIn While most of my thoughts on social media marketing revolve around platforms like Instagram and TikTok (largely because that's where I spend most of my time), I know many businesses rely heavily on LinkedIn as well. I respect and acknowledge the power of LinkedIn, but I find myself increasingly exhausted by the content there. And judging by the number of conversations I've had about it recently, I'm not alone. In a sea of AI-generated posts, you'll find a few performative stories sprinkled in with someone sharing the least useful lesson they've ever learned, or maybe a "5 tips to make your first million dollars" post that's guaranteed to do nothing except make you feel bad about yourself. The bigger issue, though, is that so much of the content sounds the same. It feels optimized rather than thoughtful and it’s almost as if the goal is simply to publish something rather than to share a perspective worth hearing. The posts don't require much from the writer, and they require even less from the reader. I expect that we will start to see people seeking new platforms for thought leadership and to hear actually unique perspectives. One place I have already seen growing is Substack. I’m biased because I recently started my own Substack, but I am constantly seeing notes from other writers about how they recently started using the platform as a substitution for LinkedIn, often citing the need for more mental stimulation.
People want to see content from real people, with real stories, and real personalities. Humans are the most valuable differentiator of all.
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