A lack of humanity

AI can be brilliant. It can also be terrible. But that’s a conversation for another time.

At the moment, one of the biggest issues we’re seeing is the rise of generic, AI-generated posts filling up our feeds, especially on LinkedIn. These posts might follow a neat format or sound ‘polished’, but they completely miss the mark when it comes to making a genuine connection.

Worse still, we’re seeing so much of this kind of content that even when people write their own posts, they often unconsciously mimic the same flat, lifeless tone (I’ve even caught myself doing it!). The result is a stream of boring samey sounding updates that don’t reflect anyone’s actual voice or opinion.

What social media is actually for

At its heart, social media is supposed to be about people. Your content should be interesting, helpful and engaging for the human beings you’re trying to reach. If everything you post is purely self-promotional, it reflects poorly on you.

You can’t expect to hand over your content to AI and still build meaningful relationships. Social media is becoming less social because we’re moving further away from what made it valuable to begin with – connection, conversation and community.

A return to community

But maybe social media is coming full circle. With algorithm changes making reach more difficult than ever, the most valuable thing any brand or business can do now is focus on growing and appreciating a tight-knit community.

This only happens when your content is personal and genuine. Success isn’t about visibility alone. It’s about relevance and resonance.

So, how do you make social media social again?

• Engage with others as much (more so in fact!) as you post yourself
  Start conversations. Leave thoughtful comments. Be present in your community.

• Sound like a real person
  Whether you’re posting as a brand or an individual, your tone should reflect a real human voice not some generic template.

• Write your own content
  Avoid copying what you’ve seen online. Trust your own tone and experience and play with structure.

• Focus on value, not just sales
  Ask yourself what someone might take away from your post. A new idea? A bit of encouragement? A helpful tip? That’s the kind of content people remember. When you re-read your post, ask yourself – would I stop scrolling for this?

Social media still has huge potential. But only if we stop treating it like a pure advertising platform and start using it for the potential it has for good – to help people connect and spread awareness for important issues. Let’s not lose sight of that.