In 2025, the digital landscape is undergoing a seismic shift, and it’s leaving perfectionists in the dust. Gone are the days of meticulously curated feeds; today’s audience craves raw, unfiltered authenticity. But here’s where it gets controversial: is this shift a genuine return to realness, or just a new kind of curated chaos? Let’s dive in.
Social media platforms like TikTok have flipped the script, favoring spontaneity over polish. Quick-edited, candid videos are dominating feeds, not just because they feel refreshingly human in a world saturated with AI-generated content, but also because they align perfectly with current algorithms. Lindsey Gamble, a creator economy marketing consultant, puts it this way: “It’s like having a FaceTime call with a friend—it feels personal, not staged like traditional media.”
This trend isn’t just about aesthetics; it’s about efficiency. With minimal editing required, creators can churn out content at lightning speed. Gamble notes, “The ability to create, iterate, and see results almost instantly is what makes social media so powerful today.” Take Jake Kind, known as Goobi Gubbi on TikTok, whose comedic videos with his late grandmother earned him nearly 700,000 followers. His secret? “I don’t overproduce. It’s got to be super candid—camera shaking, in-the-moment kind of stuff. No Gen Z shake, just real life.”
But this isn’t a one-size-fits-all strategy. While TikTok rewards unfiltered, cellphone-shot videos, platforms like YouTube are leaning into studio-produced content. And this is the part most people miss: success depends on understanding the nuances of each platform. Gamble warns, “What works on TikTok might flop on YouTube. It’s about knowing your audience and where they live online.”
Quantity has also become a critical factor. Remember when posting more than once a day was seen as desperate? Those days are long gone. Consistency is king, even if it means embracing a scattershot aesthetic. Kind, for instance, aimed to post at least one video daily, sometimes more. Gamble encourages this approach: “The more you create, the better you understand what resonates. It’s about finding your niche through trial and error.”
Some creators are taking this to the extreme. Victoria Paris, with 2 million TikTok followers, openly shares her strategy of posting 10 or more videos daily to maximize visibility. But the spaghetti-at-the-wall method isn’t without risks. Gamble cautions, “Hyper-prolific creators can overshare personal details or spread misinformation by skipping fact-checking. It’s a fine line to walk.”
Kind agrees, emphasizing the need for balance. “You’ve got to give people enough without becoming annoying,” he says. He credits TikTok’s algorithm for its restraint: “It doesn’t flood your followers’ feeds all at once, unlike Instagram or YouTube. It gives your content room to breathe.”
As the social media landscape continues to evolve, Gamble stresses the importance of long-term strategy. “It’s not about having the most followers; it’s about having the right ones,” she explains. “Building an audience within a specific niche is key, especially for monetization and brand partnerships.”
So, here’s the big question: Is this shift toward raw, unfiltered content a genuine reflection of authenticity, or just a new kind of curated performance? And as creators navigate this chaotic landscape, how can they strike the right balance between quantity and quality? Let us know your thoughts in the comments—this is a conversation worth having.
