Remember the not-too-distant past when everything on social media had to look pristine? Every frame engineered to present the ultimate clean version of a brand or creator? Flawless, polished, and…really, what it came down to…safe.
Have you noticed how far from that your favorite content is today?
Blame AI. As tools outside of social media platforms and even tools built directly within them make it disgustingly easy to flood feeds with synthetically perfected graphics and immaculate copy, audiences are already getting annoyed by the sheen of it all. They’re craving something messy, candid, and undeniably human.
In this episode of Let’s Talk Shop with Matthew Ulmer, decidedly imperfect human Matt sits down with Arc Intermedia’s Director of Content, Katie Schieder, to explore why embracing imperfection—and even letting your content get a little “weird”—is outperforming polished corporate marketing that may or may not be spit out of the AI machine.
The Shift from Curated to Real
Between shifting generational expectations and the sudden ubiquity of AI-generated content, audience priorities are transforming. As soon as marketing managers could use LLMs to create mass amounts of content, buyers stopped wanted to be bombarded with mass amounts of LLM-created content. When perfection becomes cheap and automated, authenticity becomes the scarce resource.
Turns out, prospects of your product or service don’t want to see a phony facade. Who woulda thunk it?
Katie tested this dynamic firsthand with short-form video. Even though it was actually her, an actual real human, when recording YouTube Shorts dressed in standard professional attire with a traditional “talking head” delivery, engagement was middling. But when she grabbed her phone on a work-from-home bad hair day, threw on an old Philadelphia Phillies baseball cap, and simply shared her thoughts off-the-cuff, views spiked. Multiple tests have repeated these results.
The lesson is clearly that a baseball cap is a magic wand (if only it could magic the Phillies into playing better). But an additional lesson is that audiences respond to genuine people more than polished personas. Dropping the corporate armor signals to viewers that you are talking with them, not broadcasting at them.
The Trap of Copycat Trends
When brands attempt to capture social media attention, many fall into the trap of trend chasing.
A routine or audio goes viral, and suddenly every brand from software vendors to regional trade organizations jumps on the bandwagon. Even if there is no sensible connection between the brand and the trend. If 10 different plumbing companies film the exact same viral dance routine, what does that communicate about any one of their brands?
Katie highlights a critical distinction of trend awareness versus trend hijacking.
- Trend Hijacking: Forcing your brand into an irrelevant trend just to chase views, creating content that feels disconnected from your core identity.
- Authentic Convergence: Taking a cultural moment or trend and filtering it through your distinct brand personality.
A standout example is the Burleson Public Library in Texas. Rather than mimicking generic social clips, a staff member leaned into deadpan delivery and current slang while simply performing everyday library tasks. The content went viral—even landing the local institution on national morning shows—because it adapted online culture to fit their exact environment rather than pretending to be something else.
Finding the Hook in the Mundane
Many B2B companies, technical service providers, and niche organizations hold back from social video because they believe their subject matter is “too dry” or “too technical.” Wrong!
Topics like search engine algorithms, AEO (Answer Engine Optimization), or complex industry workflows may not seem inherently thrilling on paper. However, pairing technical expertise with an unexpected hook bridges the gap between dry data and audience retention. For instance:
- Connect to Common Human Experiences: Analogize abstract concepts to everyday realities, whether that’s dating app algorithms or family group chat dynamics (these are real examples from Katie’s videos, which you really should watch).
- Embrace the Niche: Niche content creates passionate communities. When users stumble upon content that speaks directly to their specific interests, algorithms reward that engagement.
- Leave Your Ego at the Door: Great content marketing requires the courage to look a little silly or unconventional if it effectively illustrates the point and keeps viewers engaged.
The Bottom Line: The Tried and True: Be Authentic
Social media algorithms prioritize genuine audience engagement over boilerplate corporate updates. You don’t need a massive production studio or a Hollywood-grade script to connect with potential clients and followers.
Give your team the license to experiment, lean into what makes your perspective unique, and don’t be afraid to show a few rough edges. In a digital world dominated by automated perfection, the real you is your biggest competitive advantage.
