Troque o “você” pelo “eu”: o novo jeito de criar conteúdo

Swap "you" for "I" if you want to get more views on your content. Hi my dears, welcome back to another episode of Strategic Confessions. I'm Helena Bezã, brand strategist and content creator. And on this podcast, always in a very relaxed way—drinking some water with you today because I have a cold—we talk about marketing, business

, and other related topics. Today I need to confess to you that I've noticed social media is becoming increasingly selfish. And here, folks, for those just listening, "selfish" is in heavy quotation marks. Let’s move on to my new theory. What I’ve realized is that we are living in a new moment for marketing.

Actually, I’ve already done a few episodes here talking about this, right ? We are in a new era of content creation, which I call the new language , where you have to be more "you," more relaxed. People are tired of that perfect, idealized stuff where "my life is great , and I'll teach you how to make your

life great," and when you start putting it into practice, you realize, "Wait, there were several things here this person didn't tell me." So, content that used to be like, "How you’ll make your first million in a week ," started to lose momentum. The kind of content that says, "Five tips for you who want to go viral and

gain 10,000 followers in less than 2 days," you know? I think I’ve never seen a CTA saying "less than two days," but it’s in that style, okay? That type of content doesn't work anymore, because the consumer isn't as naive as they used to be. And that is exactly what is happening, okay? We had an absurdly naive consumer ten

years ago. Today, the consumer isn't as naive, okay ? Most consumers aren't that naive anymore. Today, everyone knows that fake news exists. Today, everyone understands that there are curated snippets on social media and that what’s being shown there isn't real life. Including when you start to flaunt too much, like showing off cars or trying to