I watched this so you don’t have to… (unless you want to 👀)

I just watched Tess Barclay’s latest YouTube video about what’s working on social media right now, and I immediately started thinking about what this means for us as social media managers and how we show up for our clients.

So let’s talk about it.

These are my biggest takeaways + real-time thoughts:

Takeaway #1: Authenticity > aesthetics

We’re seeing SO much copy-and-paste content right now.

Same hooks.

Same B-roll.

Same trends.

Same “aesthetic.”

And honestly? I think it’s starting to desensitize people.

Even with the high-quality content we create, I still catch myself sometimes feeling like it’s not enough or it doesn’t look as polished as what everyone else is doing.

But I really think that mindset pulls us away from what actually matters: creativity + authenticity

So here’s the question I keep thinking about:

As social media managers, is it more important to help our clients create highly aesthetic content…

or equip them with the confidence + systems to show up online authentically?

Because I’m leaning toward the second.

Takeaway #2: Social media is replacing traditional media

YouTube is absolutely dominating right now. It’s outperforming almost every other platform in terms of views, watch time, and even TV streaming hours.

Wildly enough, it’s even beating platforms like Netflix in total watch hours on TVs. That’s insane. 🤯

If I could make ONE recommendation right now: learn everything you can about YouTube!!

I genuinely believe YouTube is one of the most underutilized platforms for service-based businesses and client brands.

Long-form = trust

Short-form = visibility

That combo is powerful.

I really think YouTube is the GOAT and it’s not going anywhere (my kids would absolutely roast me for saying that lol)

Takeaway #3: Google Gemini + YouTube

Okay this one is interesting…

Google owns YouTube.

Google built Gemini.

So from a research + optimization perspective, it might actually be worth exploring Gemini as part of your content workflow.