I am so happy to be here on Substack!
Let me tell you why.
I’ve struggled for years to define and develop my personal brand across all the social channels. The entry points for competing and leading the conversations in these forums are so narrow that it has discouraged me from even trying, until now.
For optimum virality, ideas on social platforms must be either compressed into 280 characters, reduced to shock jock-style headlines, imperfection-free imagery or quick-cut videos.
Don’t get me wrong, I’m not nostalgic for the days of longer format traditional media. I just mean to recognize that “the socials” are gradually reshaping how we process and discuss ideas.
On Twitter, engagement metrics reward what catches attention rather than what deepens understanding. Instagram and TikTok advantage short-form content that has the greatest visual appeal, which shapes not just how ideas are presented, but which ideas get presented at all!
The pressure to maintain constant presence on these platforms further undermines thoughtful discourse. Creators I know have shared with me how they feel trapped in a cycle of producing "snackable" content. These bite-sized portions, perform well but leave them unsatisfied having only served up desert (boy, did I tire out that food analogy).
Still, these platforms' inherent bias toward rapid consumption means that even when users attempt to engage in meaningful dialogue, the environment itself works against sustained attention and reflection.
I’ll admit that it’s quite a rush to consume content - with simple calls to action like Read, Watch, Like, Subscribe, Comment and Follow. But when the dopamine wears off, what have we retained? Is what we’ve seen and heard useful or equipped us with enough information to add vitality, meaning or feel any commonality?
I hope my case is clear that there is an obvious trade-off between “reach” and “depth” and creators and consumers alike are faced with this troublesome paradox. The challenge ahead lies not in abandoning these platforms, but in finding ways to create spaces within them that nurture rather than discourage deeper understanding.
That is why I’m so glad that Substack offers such a haven. I look forward to using mine, to enrich the dialog started on other platforms, like my LinkedIn, Instagram and Twitter on topics related to Sales, Leadership and Strategy.
Now, in the spirit of getting deeper, I’m really interested in your answer to question below:
In either case, what strategies have you built to maintain deeper discourse while still participating on Social Media?