🌱 Are creators and influencers maturing?
Issue #334
It’s not surprising that a lot of content on LinkedIn is AI-generated, or that it is hard to distinguish between it and the human-generated stuff that passes as thought leadership these days. The role of AI in content creation is going to continue to bug us, and aid us, next year. My prediction for 2025 is that it will be another big year for creators but particularly those creators who shun technology. We’re already seeing it with lo-fi and no-edit videos on social. Audiences will want to see the human element. Happy Thursday, Simon.
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What to expect from content in 2025
It’s December, so time for a few 2025 content trend predictions. While most years have hung on to the video-first strategy it appears video is now a given. Unsurprisingly AI isn’t going anywhere, but many professionals believe 2025 will be creator driven. They’ll become an integral part of commerce, changing the way brands and media interact with the audience. It will be more about authenticity and creativity with a lot of help from AI.
Moving out of the influencer house
It appears influencers are growing up. How can we tell? They’re investing in property. Many are moving beyond the rental vibe of an influencer house and building their own production studios. About 10 years ago, TikTok and YouTube influencers would live under the one house to churn out content. As with all share-house experiences you grow out of it, or more importantly make more money so you can live on your own. Big name creators like Dude Perfect and MrBeast are among those working out of a dedicated studio they funded themselves.
AI behind viral LinkedIn posts
If you’ve ever agonised over a LinkedIn post, you can probably relax. A new analysis has found that half of long form English language posts are more than likely AI generated. A lot of this content has been generated by LinkedIn’s AI tools offered to Premium users. LinkedIn is a little different to other social platforms, as it’s largely built around employment and B2B marketing. Considering posters want to show their best selves it’s no wonder AI is perfect to create middle of the road content.
Cool Tools
This 'ideas synth' is exactly what creators need right now - a smart way to catch and organise those musical fragments that hit at random moments. It's basically a chord machine that thinks like Pinterest, letting you build and stack sounds without getting lost in the tech. The video breaks it down so naturally, you'll wonder why this hasn't existed before. One of those tools that just makes sense for the creative process.
Hot Tips
Check out how different generations actually consume content - Boomers are loyal newsletter readers, millennials show up for webinars, and Gen Z is all about video. Simple insight, but it definitely changes how you think about reaching people online.
Viral Hits
The internet's having a moment with these "We Listen and We Don't Judge" confessions. It's basically a game of honesty, with the rule being that no one can judge what’s shared during the game. Something weirdly wholesome about watching people own their quirks without the usual social media performance. Pure gold.
Stuff from us
Love seeing how Southeast Asia's becoming such a strategic hotspot. We filmed Barclays' Investment Banking head breaking down how they're helping local companies expand globally, while bringing international capital into the region. It's amazing how many success stories are brewing in our own backyard.
Happy Thursday
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This week’s newsletter was written by Tim Colman and Simon Kearney, and edited by Andre Howson. Gifs produced by Bayu Wisena .