Nostalgia when posting is dangerous.
It can be deadly.
I’ve been publishing on the internet since I was ten when I started uploading videos on Youtube, 21 years ago. I really wish I had those videos. I grew up with content, and all these platforms that came in to change our life’s. I studied and spent years crafting my talent before arriving to my first big opportunity, where because of nostalgic thinking I ended up taking to long to process what was actually happening. A new era, a new revolution was on its way.
Yes we had to pass through shit this past 10 years before arriving at a potential blissful moment (big on potential). For the past 15 years, since 2010, we have been moving towards this point. A moment in time, where blogs are back, dumb phones return (at least a growing interest), and memes can go further to sell or position some campaign then formal content.
We really dont know what can work now, if everything and nothing works. If you watch content and consume information like me, then you do start noticing patterns, and similar choices from successful accounts.
One of those patterns is speed.
Not fake “hustle” speed. Not 4 am club. I am talking about time between idea and upload. The accounts that win in this phase of the internet are not the ones with the best cameras or the deepest thoughts. They are the ones with the shortest distance between “this could be something” and “post”.
Screenshot. Caption. Done. You see it everywhere. People are literally posting screenshots, their text messages, photo dumps, etc. And it works. Because it is fast, honest, and close to how we actually think and talk.
The opposite of that is what most of us in my age range, were trained to do. Plan the video. Write the script. Fix the lighting. Color grade. Add music. Export. Re export. Second guess. Overthink. Wait for “the right moment” to post. Lose the spark. Repeat. Wrong. Whole hard drives of “almost finished” work. Beautiful files that never made it to the light because they did not feel “ready”. Story of my life.
Don’t be nostalgic.
The truth is: the new post production is less post production.
Record. Trim the start and the end. Add subtitles, automatically. Post.
The era of waiting is over. Time to close the gap.
See you at the office.
LUi.
P.S. Obviously I’m talking about internet output here, brands, creators, accounts that live and die by the feed. This doesn’t apply to films, albums, books, exhibitions, or any other format that needs slowness, craft, and long timelines. Not every idea should be a meme. Some things are supposed to take years.