Social Media Has Become More Oversaturated Than Ever Before

You Can't Stop Oversaturation

You’re not going to stop the oversaturation of content by posting less, you’re just making it easier to be ignored and irrelevant.

I hear all the time from clients who resist posting frequently.

They say:

“Our audience will get sick of us.”

“We don’t want to become oversaturated.”

“Our clients already know we do that.”

To which I respond:

“Your audience isn’t seeing these posts. Every time you post is at new opportunity to reach and build a connection with someone new, hopefully at some point they will like and trust you enough to do business with you, or recommend you.”

So I repeat, you’re not going to stop the oversaturation of content by posting less, you’re just making it easier to be ignored and irrelevant.

Things are about to get a lot more saturated with the influx of AI-generated content.

The chart below is from a random post on TikTok, but it’s not all that dissimilar to any other post.

As you can see, most of the people watching have never seen you before, haven’t heard your message before, and don’t care about you.

Keep posting!

Not All AI Content is Slop

In my previous post, Is Social Media Still a Viable Channel? I address Casey Neistat’s video where he reviews Sora AI. In it, he says there will be more “slop”, in other words, more low quality AI content flooding the internet.

Where I disagree with Casey is that this content isn’t slop, it’s actually really good. I watched 20 mins of Michael Jackson doing standup and it was hilarious.

So if you’re putting out ‘boring’ content, in a ‘boring’ industry, good luck.

I saw a clip of Stephen Hawking dropping into a half-pipe at the X-Games. I also watched Michael Jackson standup comedy set that was hilarious. Both, nearly indistinguishable from a real video.

The question some people ask is, “Can a human using AI create content better than a human not using AI?”

That’s not the right question to ask. If you’re wondering, my takes is it totally depends on the individual piece of content. In some cases yes, in some cases no. There are some AI content that is amazing, funny, convincingly real looking, etc. and it would be near impossible, or ridiculously cost prohibitive, or take many weeks or months to pull off, and it may not be as good. So for those reasons, AI as a tool is a superior tool.

Behind many AI content is a human conceptualizing, selecting, strategizing, editing, etc.

Could we get to a place that removes the human altogether? Who knows. Some argue that AI doesn’t have taste. But, honestly, that may be able to learn that too.

A bigger question to ask is, how do we approach social media marketing in light of these new AI videos that are flooding our feedings? Is social media marketing still a worthwhile channel?

If you have no idea what I’m talking about or don’t know what to do, DM me and I’ll walk you through the next 12 months.