Creator Science Podcast Summary
Episode #252: Will We Feel Nostalgia for Discovery in the 2020s? [Voice Memo]
Release Date: April 29, 2025
Host: Jay Clouse

Introduction

In Episode #252 of Creator Science, host Jay Clouse delves into the evolving landscape of content creation and audience discovery in the 2020s. Presented as a voice memo, Clouse shares his reflections on the challenges creators face amidst the surge of AI-generated content and shifting social media algorithms. This episode serves as a contemplative exploration of whether the current era will be viewed nostalgically in the future, much like the "golden bygone opportunities" of the mid-2010s.

The Role of Timing in Creator Success

Clouse begins by emphasizing the critical role that timing has played in the success of prominent creators such as Mark Manson and Tim Urban. He highlights how these creators benefited significantly from publishing during a period when platforms like Facebook rewarded external publishing, providing their blogs with "escape velocity" and access to a broader audience that would have been difficult to reach independently.

Clouse [00:45]: "We think of that as like this golden bygone opportunity. But what if we are living in one of those opportunities?"

The Rise of AI and Increased Content Volume

Transitioning to the present, Clouse discusses the impact of artificial intelligence on content creation. He notes the unprecedented ease with which content can now be produced and repurposed, leading to an explosion in the volume of short-form content. Additionally, he points out that platforms like Facebook are actively generating synthetic content using AI to boost user engagement, a trend that is set to escalate as technology advances.

Clouse [02:10]: "Facebook is literally creating content with AI for engagement of their users and they will only get better and better and better at that."

Challenges with Social Media as a Discovery Platform

Clouse articulates his concerns about the diminishing effectiveness of social media as a discovery mechanism. For years, there has been an imbalance between the supply of engaging content and the demand from consumers. However, he observes that this equilibrium is shifting towards an oversaturated market where the sheer volume of content outpaces the available time consumers have to engage with it. Social media platforms are now prioritizing broadly appealing, entertainment-focused content in their algorithms, making it increasingly difficult for niche creators to reach their target audiences.

Clouse [04:20]: "I think social media is moving in the opposite direction of becoming like less and less sustainable, less and less compelling as a platform to meet new audiences."

The Superiority of YouTube for Audience Building

In contrast to the challenges posed by traditional social media platforms, Clouse advocates for YouTube as a more viable avenue for creators seeking to build and maintain their audiences. He explains that YouTube's format allows for longer, more engaging content that fosters deeper relationships with viewers without requiring additional steps to consume more content. This leads to higher retention and more meaningful audience interactions compared to the fleeting engagement typical of platforms like Instagram or TikTok.

Clouse [06:15]: "I think YouTube continues to grow in terms of total attention put into the platform. I think it's still better at connecting specific interests to the consumers who want that information."

The Importance of Owned Systems and Deplatforming

Clouse underscores the necessity for creators to establish owned systems of distribution—such as email lists, podcasts, SMS, or private communities—to mitigate the risks associated with over-reliance on social media platforms. He warns that without these owned channels, creators may find it increasingly difficult to communicate directly with their audiences as social media algorithms become less favorable.

Clouse [08:30]: "If you're big on social media but you don't have your email list built, you don't have some sort of owned system of distribution, my biggest priority right now would be to create that and start deplatforming people who follow you on social into a place where you can more reliably communicate with them."

Opportunities and Evolutions: Embracing Platforms Like Substack

Addressing counterpoints, Clouse shares his evolving perspective on platforms like Substack. Initially critical, he now appreciates Substack's "Notes" feature and community tools, which enhance discoverability and help creators build stronger relationships with their audiences. While still classifying Substack largely as a social media tool, he acknowledges its potential as a stepping stone towards more secure and owned distribution channels.

Clouse [10:05]: "I've been playing a lot more with Substack, which I actually think I would still classify mostly as social media. I think they have some interesting discoverability potential right now with their Notes feature..."

Conclusions and Future Outlook

In wrapping up his voice memo, Clouse reflects on the impending shift in content discovery and audience building. He anticipates that the decade from 2015 to 2025 will be remembered as a unique period that offered creators unprecedented opportunities due to lower content saturation and higher consumer demand. Looking forward, he predicts that future creators will face a more challenging environment where maintaining a sustainable and engaged audience will require strategic use of owned distribution systems and platforms like YouTube.

Clouse [11:50]: "We're going to look up in a couple of years and social media is no longer going to be the mechanism that creators, educational creators like you and I really look to for building an audience."

He concludes by teasing an upcoming episode focused on AI and education businesses, signaling continued exploration of how technology shapes the creator economy.

Key Takeaways:

• Timing is Crucial: Success in content creation can be heavily influenced by the timing of publishing and platform algorithms.
• AI's Double-Edged Sword: While AI simplifies content creation, it also increases the volume of content, making discovery more competitive.
• Shift from Social Media: Traditional social media platforms are becoming less effective for niche content discovery due to algorithmic changes favoring broad entertainment.
• YouTube as a Preferred Platform: Offers better engagement and deeper audience relationships through longer-form content.
• Owned Distribution Channels: Essential for sustainable audience building and reducing dependency on volatile social media platforms.
• Evolving Tools: Platforms like Substack are adapting to offer better discoverability and community-building features, aiding creators in audience retention.

This episode of Creator Science offers valuable insights for content creators navigating the increasingly complex digital landscape. By highlighting the importance of strategic platform selection and the development of owned distribution systems, Jay Clouse provides actionable advice to help creators build resilient and engaged audiences in an age of overwhelming content.