Read Time: 1 min 15 sec

Hey — Ryan To here.

In today's edition:

Open your feed.

Scroll for thirty seconds.

You've already seen the same six ads.

Different brand. Different product. Same f*ckin hook, format, and ‘vibe’.

Every founder feels this.

You watch your competitors, you watch the batch you just paid for, and something feels off.

This isn't laziness. It's a machine.

A brand finds one video that actually sells.

They drop it into a private discord of a thousand creators.

Now a thousand versions of that video hit the feed.

And it compounds. People copy the copy.

That era is dead.

Meta's Andromeda update changed how content gets indexed and distributed.

The algorithm no longer rewards small iterations of the same template.

It now punishes a lack of real creative diversity.

You don't beat the sea of sameness with more volume.

You beat it with difference. Three moves.

Get specific.

@miarose_mcgrath’s video got 588k views.

A generic hook: "here’s what I made as a full-time content creator"

A specific one: "here’s what I made as a full-time content creator living in london"

The qualifier cuts straight through the flattening.

Put the product in motion.

@eatbuff’s video got 433k views.

Stop filming an actor in a bedroom.

Show someone using it while doing something you can't look away from.

Explaining it while multi-tasking, use actions to demonstrate the effect.

The action is the hook. Not the text overlay.

Ryan ❤️