"High-quality content is right at your fingertips, and you can generate it with some cleverly worded text - no need to learn Adobe Illustrator, Photoshop, or Final Cut Pro. At the same time, tools for generating synthetic and manipulated media are advancing just as quickly. When anyone can make (almost) anything, the bottleneck shifts from creation to credibility. Audiences can no longer rely on the polish, production value, or even realism to decide what's real or worth believing."
"Every year brings a fresh wave of headlines and bold predictions about what social media is about to become. A new platform. A new format. A new rulebook we're all meant to learn overnight. But when you zoom out, the underlying dynamics don't actually change all that much. ✅ Creators want more ownership. ✅ Audiences are more precious about what they give their trust and attention. ✅ Platforms are making updates and changes."
Creators increasingly seek greater ownership of distribution and monetization, and audiences are more selective about where they place trust and attention. AI has greatly reduced the time and cost of producing high-quality content, putting polished output within anyone's reach. Simultaneously, synthetic and manipulated-media tools are improving rapidly, shifting the bottleneck from creation to credibility. Audiences can no longer rely on production value or realism to assess truth. A 2025 Gartner survey found 53% of consumers distrust AI-powered search results, and deepfake incidents rose 257% between 2023 and 2024.
Read at Buffer: All-you-need social media toolkit for small businesses
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