HUMANS ARE STILL OUT THERE.

Whew!

BRAND SIGNAL

AI is generating content faster than we can scroll, but the best stuff we’re seeing online right now comes from real people who still make things purely out of interest and fun.

Case in point: This five-minute video of 24 short sketch comedy skits, dreamed up by ADHtv, a comedic writer, and real human – gasp!

We love the absurdity and retro TV vibes. The results don’t have to be perfect; it’s just weird, nostalgic, and still relatably human.

The internet’s currently going through a shift. To summarize one of the many points made in a recent Substack entry by The Social Juice (lengthy, but well worth the read for any marketers): The web and social media as we know it is dying, and quite possibly on the verge of rewilding.

In other words, we’re moving away from hyper-optimized feeds with algorithms now focused on advertising, to spaces that feel more intimate and personal. Sometimes even quiet.

Now What?

For brands and people like us who are helping create them, we need to curate more depth. The reason the comedy skits above work is that the writing came first, and it came from a real mind. Human intellect shaped the tone, timing, and chaos before any AI model touched it.

So when social media is slowly collapsing under the weight of its own algorithms, it’s no surprise that people are drifting away from the feeds that should be catering to their specific interests with higher-quality content. Once again, instead of targeted ads.

At Culture Pilot, we’ll be studying the alternatives. Smaller spaces, stranger spaces, and maybe even slower spaces, if patience ever makes its return to humanity. Just don’t lose sight of your newsletters and the more intimate communities that work for you.

And that goes for both online and offline spaces, because in-person events and third-places are still as real as ever.

At the end of the day, creativity is still an obvious differentiator in ALL marketing. 

Because regardless of the historical data, if you don’t think your content is creative, or interesting, or entertaining, or share-worthy… chances are pretty damn good that everyone else feels just the same.

GO TIME

Experiment With Small

Pick one channel or touchpoint and make it feel smaller.

• A personal note instead of a campaign.

• A founder note instead of a press release.

• A behind-the-scenes post instead of a polished spot.

• A thought shared because it mattered instead of what was expected.

Authenticity may be an overused term but inviting people in to see something real is what human connection is all about.

YOUR TAKEAWAY

Build the things that people want to return to.