Hey friends, Seth here from Tribly.

I saw a statistic this morning that is equal parts terrifying and liberating.

According to a new report from Omdia, YouTube’s video catalog has officially surpassed 2.9 Billion videos.

If you have been trying to "beat the algorithm" by posting more content, you are fighting a losing battle. You are trying to be a drop of water in an ocean that is getting 2.9 billion times deeper every day.

But here is the good news:

99% of those 2.9 billion videos are designed to be consumed and forgotten. They are dopamine hits. They are noise.

You cannot compete with the internet on Volume. The machine will always produce more than you.

But the internet cannot compete with you on Humanity.

A viral Short can entertain someone for 15 seconds.
But it cannot write a song that helps them through a breakup.
It cannot reply to a DM and make someone feel seen.
It cannot build a memory that lasts a lifetime.

The more "content" floods the world, the more valuable "connection" becomes.

We have been tricked into thinking our job is to feed the feed.

Your job isn't to create "content." Your job is to create context.

When you treat your fans like numbers, you are playing the algorithm's game (where you lose).
When you treat your fans like humans, you are playing the Artist's game (where you win).

The Pivot:
Don't ask: "How can I get more views on this video?"
Ask: "How can I make the person who watches this feel something real?"

This week, I want you to do something un-scalable.

The algorithm serves the masses. You serve the individual. That is why you will win.

Here are artists who are trading "content" for genuine connection:

-Seth from Tribly