Craft social

As of last year, 51–53% of global internet traffic was bots, surpassing human activity for the first time.

Social media isn’t social anymore. The timeline is just sensational media, the social fell back to DMs.

Google search isn’t for search anymore. The results are modified and/or replaced with AI, so you never really see the real thing.

The web was social, now it’s just trying to be so clever it’s becoming “dumb pipes”, full of the echoes of voices long gone.

Maybe it’s time to stop playing the same old games.

Maybe it’s time to make remarkable, unusual, special things, and attract the right real people to you.

Maybe it’s time to focus on the quality of your craft: it could be the most social thing you’ve got.