I was sent a post of Gary Vee saying he posts 100,000 pieces of content across 10 platforms and 100 accounts.
A DAY. Not a year. Not a month. A DAY. And I’m sorry, but what the actual fuck are we doing?
Sure, Claude and ChatGPT can churn out the copy, the creative and schedule it if you’ve built the right systems and procedures. And yes, I believe you’ve gotta be in it to win it. If you want people to see your business, you have to actually show up. Revolutionary stuff, I know. But 100,000 pieces of content a day? Absolutely fucking not.
According to research from Queen’s University, researchers Jordan Poppenk and Julie Tseng studied how our thoughts move between ideas, a phenomenon they called “thought worms”. Their study, published in Nature Communications, found that people experience an average of around 6.5 thought transitions per minute. Across 16 waking hours, that works out to roughly 6,000 to 6,200 thought transitions a day. So we’re apparently expected to publish more content in 24 hours than the average human has thought transitions? Make it make sense.
Look, I’m not anti-AI. I use it. I like it. It’s bloody useful. But there’s a difference between using AI to make good work more efficient and using it to flood the internet with 100,000 pieces of content that probably all say the same thing in slightly different fonts.
And who, exactly, is checking all of it? We can barely get ChatGPT to follow basic instructions sometimes, and now we’re trusting it to pump out an entire content empire without someone checking the quality, accuracy, tone, strategy or whether it sounds like it was written by an actual human with a pulse?
More content doesn’t automatically mean better marketing. More visibility doesn’t mean more value. And posting for the sake of posting is just making noise and calling it a strategy.
If you’re posting 100,000 times a day, I’m probably unfollowing you. Not out of spite. I just have enough going on without your AI-generated thoughts on leadership, success and why I should wake up at 5am clogging my feed 47 times before breakfast.
Maybe we don’t need more content. Maybe we need to give people something worth stopping to read.
Wild concept, I know.