The “Let’s Connect” Post Is the Same Post Every Time
You have probably seen it. A writer appears in your Notes feed and asks the algorithm to send them their people.
You have probably seen it. A writer appears in your Notes feed and asks the algorithm to send them their people. The authentic ones, the thoughtful ones, the deep thinkers, founders, creatives, overthinkers, truth tellers blah de blah de blah.
The categories change, the structure rarely does.
I have seen the same format packaged for entrepreneurs, creators, coaches, founders, mental health advocates, AI enthusiasts, marketers, and just about every other community on the internet.
The message is always presented as a search for connection. In practice, it is actually a search for distribution. That doesn’t make it malicious, it just makes it marketing. The bit that really gets my goat is how often people pretend otherwise.
The post borrows the language of community because community attracts attention. It borrows the language of authenticity because authenticity attracts trust, and it borrows the language of belonging because belonging attracts engagement.
The result is a growth tactic that feels personal. I replied to one recently with “In my experience this is another load of rubbish to get people to subscribe. Prove me wrong.”
I got a heart, what I didn’t get was a subscriber, which proved my point entirely. Funny how that happens.
The pattern is blatantly obvious in the original post, the tactic is revealed by what happens next. Most of these accounts move straight back into the normal rhythm of content production, the appeal for connection disappears and the publishing schedule resumes. The emotional language served its purpose, attention was collected and the feed moves on.
Again, I am not saying the content is bad.
I am saying there is a difference between building a community and using the appearance of community as a growth mechanism.
The internet has spent years turning authenticity into a marketing asset. Eventually the performance becomes so common that people stop recognising it as a performance.
What fascinates me is that every day on Substack people ask an algorithm to help them find genuine human connection.
Very few seem to see the irony.
I have something to sell, most writers do, that’s why they spend the time to write about it, or topics relating to it. I do, and I one hundred percent own that.
The difference is that I would rather tell you that directly than disguise it as solidarity.
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Samantha Maeer | Founder and Creator, contAIn™ | 30 years operating at the sharp end of tech and project management across the UK, Southeast Asia and the Middle East. Creator of the strategic methodology layer that directs AI and puts humans above the AI loop. | contain.digital
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