Why Stronger Thinkers Should Ditch Social Media

Nuanced thinkers create good BOFU content, which just doesn't perform on socials. It's too intensive and hard to read for a TOFU medium. The move is to zoom out when writing for socials, make it easy-reading, and use it to promote one owned channel, like a newsletter, where nuanced substance can thrive.

I've been thinking about this a LOT Jay, because I agree with the central thesis of what you're saying. Where I've landed on it though is similar to the contracts big movie stars have with the movie studios. That is, you have to do the studio flick if you want to do the art feature. MOST of my social media posts don't get more than a few hundred impressions because they're the artsy films, but I've been coming to accept the idea that we have to *strategically* do the mainstream thing to draw people in if we ever want them to hear what we really think. "Dumbed down?" No. Just giving people what they want before giving them what they need.

In general, I agree. But, there are people breaking through with very thoughtful, nuanced content who are also effectively funneling those eyeballs into other relationship-building channels like a newsletter. Both are possible. And maybe the more we have on social, the more people will want to aspire to that kind of content and not default to the stuff that gets the most reach.

I'm not so sure about that Jay Acunzo. If it's someone only focused on reach, rather than truly connecting, then yes nuance is gone. It was definitely dying as people got sucked into the 'rules' and all that for social media. But I'm seeing a definite shift from the people I'm connected to, to deeper, more insightful, sharing of thoughts, opinions, and ideas, as they are looking to stand out from all the AI drivel out there. They are starting to realize they don't have to play by the rules and are looking for real connections - a much less shallow view. I've met some incredible peeps on social media that share deeply, that I possibly wouldn't have met any other way (including you).

Ooh I love the idea of finding densities. Writing for an algorithm will make you hate your work Jay Acunzo

FOMO makes this so hard to do. But that's also why it can be so so helpful once you lean in

This. Some observations… • Companies want to be thought leaders in their space, much of the knowledge lives with leadership, and the people actually running the social media channels are either trying their best to fill in the gaps, or they are chasing algorithms. • The chasing takes away from showing up as you are, as a brand. It inherently changes the way you might speak and deliver the info that would otherwise make you different and get people to pay attention. • ^This becomes even more convoluted if your business relies heavy on affiliates to tell your brand story. • Companies need to do less “look at me” marketing, and intentionally, strategically offer more value upfront. AKA show, don’t tell, you have expertise in your space, and share your insights based on that expertise. Offer value to the people listening without expecting something in return.

A real example from a client: We help them publish case studies and thought leadership. They use our interviews as an opportunity to reflect, refine, and congeal their thinking. They publish that on social and share in newsletters, getting eyes on it. But... They take that thinking to small events, often co-branded with partners. And they run roundtables/chats with experts in that space. They've already done the heavy lifting, so those talks are easier. And they have assets to follow up with. Lot of moving parts. The best, most insightful content on LinkedIn has the smallest visibility. And there's a risk for great thinkers to optimize toward the trash chute.

Chasing literally anything? No thank you. The energy of that is gross. I'd much rather be the lighthouse.