09/06/2025
DOING THINGS A LITTLE DIFFERENTLY
I don't know if you're going to see this post. I know a few thousand of you follow the page, but I also know that who gets to see my posts these days is a bare fraction of those who follow me. And our habits are changing; I don't know about you, but I can't even remember the last time I actually commented on something, even though I try.
A couple of weeks back, I was back in Manchester. I managed to catch up with a couple of friends in my lunch breaks. I was chatting stuff over with a friend whose agency handles the accounts of some quite big news outlets and a couple of large charities. She has her theories about how social media is changing, but she knows just how much is shaped by strong emotion. It's something she has to roll with... and it's left her feeling pretty cynical. If it's not got a hook, if it's not controversial, silly or fuelling outrage, it's probably going to get nowhere, she says.
If you want engagement, she said, start a fight. Call someone out. Slag someone off. Take a pop at others. Tell people you're spilling the tea on some insider secret. If it's borderline defamatory, it's all good.
My problem with this is that I never wanted Lighten Up to be that way.
It's called Lighten Up on purpose. Hate brings me out in hives.
Do I have opinions on others in the industry?
Sure.
My eyes have rolled so hard about fifty times today. I've pffted. I've issued many profanities. At one point, Lidy went in the bedroom as I turned the air blue.
There are reasons for this. Despite me treating certain "influencers" as if they are radioactive, some platforms like to use the hasty speed with which I scroll past to show me more of THAT content, it seems, not the content I try to spend time with.
I thought the platform was too dumb to work out I'm not the yank-and-jerk type of trainer.
Apparently, it's not that dumb at all. It's the actual strategy.
As opposed to a certain video-based channel that sent me a stream of cute crows, ladies of a certain age being silly and book reviews of stuff it absolutely knows I'll love - and keeps me on the platform for hours, sometimes.
Here, it feels pretty unpleasant.
It's having one effect on me... not making me want to stay on the argumentative platforms very long. Now I'm treating the whole experience like it's radioactive.
As if to prove my point, one of the papers my friend's agency represents came up on my feed. It was an innocuous story about something or other. I clicked the comments. There's not many times I'd say I'm flabbergasted in life, but my gasts were flabbered when I saw just how much hate, anger & violence there was. Now, it's the only way to get their content seen, my friend says.
It made me realise that I'm not sure I'm cut out for how certain platforms work anymore. I also want to do things better. I'm still trying to figure out how that looks.
I'm not going down the 7-second clip trap. No stories for me. No hooks. No gimmicks. I simply can't. Despite these platforms pushing for video, it turns out it does less well than practically all my other content anyway.
Is it my face?! 🤣
Is it my lovely Northern vowels?! 🤣
Is it, as my friend might say, that I have the face and voice for printed words? 🫣
Anyway, I'll be reshaping the stuff I do over the coming months. Do things differently, I told myself.
But that depends on giving you stuff that works for YOU. I want it to be great content for free. I don't mind if that's video, print or other. I won't be podcasting on account of I'm very averse to bandwagons and there's plenty of good podcasts out there in a crowded market that aren't listened to enough. It's not at all likely to be short, trivial or silly. Well, it might be a bit silly. I can't help that bit.
I want it to be RICH. Useful. En-lightening. Valuable to you. Worthwhile content. Genuine. Hand-crafted.
No doubt this will involve picking up with mailing lists so you've half a chance of seeing it.
But what works for you, in this age of content overwhelm?
What kind of Dogs-With-Big-Feelings type free content would really make your little face shine like you just got something good? What are you hankering for? Tell me your heart's desire and I'll do what I can to deliver.
And, more importantly, how do you want to get it?
That's what I'm here for. It's all I want to do.
So fess up and let me at it 😉