What's actually working in content right now

Can we talk about shiny object syndrome for a minute? Because I think it catches all of us - me included.

You know how it goes. A big content creator posts something clever… a new design, a certain kind of reel, a way of writing captions… and within a week, everyone's doing it. Your whole feed turns into fifty versions of the same thing - and there's that voice in your head: "ooh, should I be doing that too?"

And listen - riding a trend now and then is completely fine. A bit of trending music, a format that's having a moment {go on, have fun with it} - it can absolutely get you seen.

But here's the catch worth naming, and it's a big one: being seen isn't the goal. Being seen by the right people is.

Because a trend can put you in front of a huge crowd… and if they're not your people, it's just noise. A quick spike of likes from strangers who were never going to work with you anyway. And honestly? That kind of attention is more draining than it's worth - all that energy, for people who drift off by tomorrow. What you actually want is to be found by the few who lean in and go, "oh - yes, her."

And that's the thing the shiny stuff can't do for you. Chasing the next trend keeps you busy, it keeps you posting… but it rarely brings the right people any closer. What does? Understanding what makes your people trust you - and then showing up, consistently, around that. Not perfectly. Just consistently.

A trend gets you a moment.
Understanding your people gets you a business.

So next time something shiny floats past and that voice pipes up - take a breath. Ask yourself one thing: does this actually help the right people understand me? If yes - lovely, off you go. And if it's just shiny… let it float on by. 💛

The trends will keep coming, I promise. You really don't have to catch them all.