If anyone can be a content creator, but the tools available to creators are built with the wrong incentives, then how does that help anyone trying to be a content creator?

I think about this a lot with the work we put into @Buffer. There are so many tools out there meant to help with streamlining one’s social presence as a creator or small business, but in the ✨ age of AI ✨ , it seems like they are often optimized for volume.

That is: tools make it easy for you to churn out a lot of content, easily & quickly.

Think about the effects of this:

• More voices out there (good!)
• They all sort of sound the same (ehh)
• Rarely sounds genuine (cringe)
• It’s very easy to spread disinformation (bad!)

I don’t know how this helps creators – or the world for that matter – but it certainly puts them in people’s social feeds more. (Or does it even?)

We’re trying a different approach at Buffer: using technology (including but not limited to AI) to take time & effort out of your workflow, but keep your online presence human.

Your voice is yours, and honing it is critical to standing out in the ocean of creators. But there’s plenty of other things that get in the way, even just in the realm of social content:

• figuring out when to post
• figuring out what posts (or topics) are working with what audiences
• easily reworking those topics for new audiences
• getting new inspiration when you’re out of ideas
• keeping track of those in your audience that matter
• doing all of those things in a creator-centric and ethical manner

Each product team at Buffer is working on one of these. I am SO excited about what we’re working on here. More to come 🤫