How to Stand Out (in a crowded market)

The Category of One Framework.

Author

Ryan To
August 31, 2025

Read Time: 1 min 50 secs

Hey — Ryan To here.

In today’s edition we’ll be covering:

  • Is Social Media Oversaturated?

  • The Category of One Framework by the Top 1% of Creators

  • 3 Actionable Tips (+ Real-life Examples)

Is social media oversaturated?

I came across 2 videos from 2 completely different creators last night

Same hook, same setting, heck even the SAME personality

But that got me thinking…. how do you stand out in a crowded market?

  • With over.45 million short-form videos posted every single day

  • And AI content flooding our feeds

It’s probably the most important question you need to ask yourself in 2025.

Well I’ll save you the headache and years of trial and error:

It’s the  Category of One framework

“No one’s ever going to do what I do better than me… It’s not even humanly possible.”

This is Mr. Beast on a podcast with Colin and Samir

What can you and only you create content about?

And no this doesn’t mean more money, more effort, or even more time

So here’s 3 techniques to do instead:

  1. Unique Story Proposition

  2. Signature Style

  3. Content Lens

Unique Story Proposition (USP)

What are parts of your personal story that  nobody can copy overnight?

Think your occupation, expertise, or day to day life…

@yohnmav is a great example of Day to Day life, rehabbing a bowling alley:

It’s definitely not something you see everyday OR can copy tomorrow

Or @jayroberts for Expertise, showcasing how he’s funding a $345M development

Jay and only Jay can talk about his niche from this point of view

And that’s what creates a defensible moat around his content

Signature Style

What are visual cues a viewer can use to recognize you in the first 3 seconds?

Here’s @realrileybrown’s personal brand identity for @vibecodeapp:

For Riley’s content strategy breakdown click here

Content Lens

What angle or lens can you showcase your story from?

Compare @schoolofhardknockz to @stevenbartlett both cover entrepreneurship

But one does it on the street, the other in a podcast studio

For a database of street interviews click here

Thanks for showing up this week ❤️

Ryan To