Branded content always underperforms content from a real human being
The lesson from working at an ad agency as a 23-year-old still holds: nobody wants to hear from the branded Twitter page. They want to hear from the CEO, from a human being. That truth only becomes more pronounced over time. Human personal branding continues to accelerate, and branded content continues to underperform by comparison. The accelerating advantage goes to the individual voice, not the corporate handle. This isn't a new insight — it was true a decade ago — but the gap is widening, not closing.
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