Dear ,

I just realised how icky I feel with the many "viral content strategy" ads I've been seeing.

It gives an illusion of quick success without emphasising the importance of having a message to share in this first place.

I know, I'm merely someone with a small following even after 4 years of creating, but hear me out.

Many of these viral content strategies include:

>> analysing high-performing content and breaking down their hooks and framework

>> modelling after these "proven" frameworks that has worked for others

>> posting every single day

Many people end up diving deep into the hustle it all, missing the most important work: Having a message to say in the first place.

Like, imagine if Doechii decided to listen to the advice of her label telling her to do "what's been working in the industry", would she rise to become the grammy award winning icon that she is?

She said "I denounce all formula right now. Let's just do what feels good."

Instead of spending her time analysing successful people, she dedicated herself to writing one song a day for 11 weeks.

"It doesn't matter if its a good song, it just has to be a song" she said.

One day— boom! Her viral moment. I'm sure there were a combination of reasons, but her unique musical style is one of them.

Her uniqueness born from the respect of her artistry and discipline to keep showing up even when no audience has recognised her brilliance.

“My self-respect comes from doing the work, nothing else.”

Uniqueness cannot be analysed. It is observed, held space for, and celebrated into creation.

How do social media algorithms work? They determine what content users see on their feed and then prioritise what is most watched. Naturally, content that is most watched are those that deliver massive value (usually by those who have already owned their unique voice), or is a massive distraction (brain rot).

For those who have yet to get clear on what they want to say, they'll end up creating content that works for the algorithm, but brings no joy to them.

We also end up seeing the same style of content that comes up (y'know what I'm referring to? That trendy storytelling format with top down opening shot and yellow font??)

For many of our visionaries over here (yes, you reading!), the unfortunate truth is that the algorithm has yet to catch up with our message. The algorithm serves people what they want. But people may not recognise that they want and NEED what you do yet.

So when you're using your voice, and you don't see the applause yet— keep going. Let the spark within be your map. Let your conviction fuel your discipline.

There is a place for strategy and the other parts of the hustle, but the heart of the work is the most important and should never be sidelined in the pursuit of conventional success.

When you don't get the outcome/ results you planned for, instead of looking to other experts for advice and immediately tweak your game plan and strategy, ask yourself these questions:

• Have I followed through with my gameplan long enough?
• What may be some internal challenges that could be causing this?
• What is the energy that I'm showing up with?
• What are my thoughts when I didn't get the results I wanted? Am I choosing to tweak my strategy out of fear and frustration, or calmness and curiosity?
• Do I love myself? Do I love my work? Do I love my art? - Regardless of the outcome it has created.

What do you think? I'd love to hear your thoughts. Have you been feeling frustrated because your "plan" or strategy isn't working? Whether in the area of content creation or other areas of life!

In your corner,

Rae xx