I was talking with my friend recently about content creation and whether or not content creation can be seen as a notable goal.

See, I think there's a very big distinction in being a person who is posting content to build some personal brand VS spreading a truth they believe in.

Once you are optimizing for engagement, you are no longer optimizing for truth.

There are two types of content creation: One where you are posting to think. To generate and clarify ideas. Sometimes you start writing and you are surprised where you end up. However, the other one, posting to perform, is much more dangerous. This is where the content is meant to go viral, to optimize for audience approval. You design your thoughts to align with what the algorithm awards, and begin to form a persona that is not you.

Yet in a world where branding and distribution matters so much, seems inevitable we are moving in this direction forcing us to start straying even farther from this "truth".

Oh, but one thing is for sure, content creation creates accountability...