As a journalist by day and DJ-Producer by night, I’m constantly juggling beats and deadlines. But a new challenge is hitting the airwaves: the rise of AI-generated content and a major crackdown on “unoriginal” material by platforms like YouTube and Meta. This isn’t just a trend; it’s a call for creators to double down on what makes us uniquely human.
Originality is King
Just as we thought we were getting a handle on the digital landscape, the rules are changing. Following YouTube’s lead, Meta recently announced a stringent crackdown on “unoriginal” content across Facebook. This means “lazy reposting“—sharing content without your own commentary, edits, or unique take—is out. Meta is targeting “low-quality, repurposed, or plagiarized material,” and they’re serious, having already acted against millions of spammy accounts and impersonators. The consequences? Expect temporary loss of monetization and reduced reach across all your content. 1
YouTube’s “inauthentic content” policy mirrors this, rewarding material that’s “original and authentic” or “significantly changed” if borrowed. Both platforms are clear: mere duplication won’t cut it. They want “meaningful enhancements” like reaction videos or transformative edits. This isn’t just about avoiding AI; it’s about adding human value. This shift creates an “authenticity premium”—genuinely human-made content will stand out as AI “slop” loses visibility. 2
Meta also announced it’s testing a system to add links on duplicate videos, directing viewers to the original content.
The company’s post further cautioned creators against repurposing content from other platforms—a long-standing policy. It also emphasized the importance of high-quality video captions, implying a reduction in reliance on unedited AI-generated options.
AI: Tool or Threat?
AI tools offer incredible capabilities, from instant mixes to rapid video generation. But this democratization has a dark side: “AI slop.” We’re seeing a flood of AI-generated tracks making it harder for real musicians to get discovered, impacting royalties and visibility. In video, AI blurs the line between human and machine, leading to a “liar’s dividend” where doubt spreads faster than truth. The core issue? AI lacks the “emotional depth, personal experience, and cultural context” that defines human creativity. So, while AI offers efficiency, it often sacrifices authenticity. 3
The Human Touch
This is where we, as human creators, shine. Our unique story, emotions, and genuine connection are irreplaceable.
- Embrace Your Story: Share what inspires your music, the challenges you face, or the behind-the-scenes of your journalistic work. This builds a deep connection.
- Authentic Engagement: Interact directly with your audience through live streams, Q&As, and community spaces. AI can’t replicate that personal bond.
- Live Performance: The raw energy of a live show is something AI can’t touch. Even virtual performances maintain this vital human connection.
- Strategic AI: Don’t fear AI; use it as a tool for efficiency in repetitive tasks like mixing or generating initial ideas, freeing you for core creative work. But always add your unique human touch.
Mastering the Algorithm: SEO & E-E-A-T
In this new landscape, visibility equals credibility. Google’s E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) framework is key. It’s Google’s way of rewarding “people-first content“—content created primarily for humans, not just search engines. By consistently demonstrating your first-hand experience (e.g., studio sessions, live gigs), deep knowledge (your journalist insights), and trustworthiness (transparent “About Me” pages), you naturally boost your SEO. Focus on quality, original content that resonates, using relevant keywords naturally, and ensuring your website is fast and mobile-friendly. When you create genuinely valuable content, algorithms will favor it, creating a “virtuous cycle of authenticity and visibility“. 4
The Future is Human-Powered
The message is clear: the future of content is human-powered. While AI offers powerful tools, it lacks the soul, emotion, and unique story that define us as creators. By embracing our unique identity, fostering genuine connections, and strategically using AI as an assistant, we can cut through the noise. The platforms are shifting to reward authenticity, and that’s our biggest advantage. Our unique beat will continue to drop, loud and clear, resonating with an undeniable human touch.
Featured image generated using Imagen 4
- https://timesofindia.indiatimes.com/technology/social/meta-follows-youtube-in-cracking-down-on-unoriginal-facebook-content/articleshow/122482040.cms ↩︎
- https://support.google.com/youtube/answer/1311392?hl=en ↩︎
- https://www.boostability.com/resources/google-e-e-a-t-guide/ ↩︎
- https://marketbrew.ai/a/googles-eat-seo ↩︎
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