OpenAI's Sora 2: AI Video Tsunami - Content Distribution Game Changer

Sora just changed everything about content creation. And honestly? The internet is about to get very messy.

If you haven’t heard yet, OpenAI just released Sora 2, their new video generation model. And in short, it’s insane… check out the release video:

You might be expecting me to talk about video generation with Sora 2… and I will in future, but not today.

I've been saying for months that AI-generated content is going to flood every platform. Now with Sora, anyone can generate high-quality video content in seconds. It's going to be overwhelming. And it's absolutely unavoidable.

This raises a few questions, what happens to social platforms now? And what does this mean for the future of content and distribution?

Social platforms in an AI era

Most platforms will embrace it and monetise the chaos. This is most likely. They'll host the flood of AI content. What happens to organic reach? Potentially it gets lower and you'll be charged to boost your posts.

I don't think thats the only path. My hope is the existing social platforms realise the impact of swarms of AI content (regardless of the engagement it gets) and find ways to surface authentic and real content.

Regardless, other platforms will emerge that ban AI content outright and build verification systems. These "human-only" networks might actually win big. The first founder who builds a successful "verified human" Instagram could make $100M+ just by giving people an escape from the AI spam.

This leaves you with some choices…

There is absolutely an arbitrage play here with AI content.

If you can use AI content to build an audience and generate views at scale, there's money to be made.

But in a world drowning in AI content, how do you still stand out and leverage a personal brand to actually grow? And will it matter?

I believe personal brands are going to matter MORE in an AI world, not less.

And it’ll be critical for distribution going forward.

One things for sure, the world is changing, fast.

Here's are my raw, unfiltered thoughts on the future of content and distribution in the AI era:

→ distribution is without a doubt the one of the greatest moats you can have. the barrier for building products is getting lower and lower. distribution is still hard to hack, so master it and you’ll have an unfair advantage

→ AI GTM engineers and content creators become the most critical role in any advanced team. to do sales & marketing well today, you need AI systems. the teams with people who have or can create audiences, mixed with people who can build systems, will win

→ test AI content on separate channels. there is absolutely an opportunity to grow if you want to experiment with AI-generated content at scale, but create a separate channel. don't clutter your personal brand with it. learn what works, but keep your main brand human. however…

→ even though AI-generated content may be able to get you views, you should be careful, it's the new spam. some platforms may react well, others badly (its no good if you’re banned). build human advantage alongside AI advantage

→ short-form content is a waste of time for B2B if you charge >$5k. only do it for top of funnel if you have the bandwidth

→ your best customer found you through a 47-minute implementation video. focus on quality and depth. 8k views on a deep-dive generates more revenue than their 1m view viral moment

→ think about platforms where content has a shelf life and AI will struggle to take over. tends to be longer form, i.e. think more YouTube, then LinkedIn & X. think less about TikTok & IG (yes they do work for B2C, that's a different story)

→ every "growth hack" you hear about has a 2-week half-life. build repeatable systems, not tricks

→ document in public and stream your actual work sessions. every bug, every fix. this is how you build trust. this is your moat

→ build content around your product, not always about it. become the space you sell into

→ get on camera. become comfortable talking. when anyone can generate gripping text, putting yourself in video, potentially even live, is what breaks through the noise

→ if you're cringed out by creating content, get over that fear. you'll never have an audience if you don't put yourself out there and speak your mind

→ don't underestimate the power of streaming. I wouldn't be surprised if the next 5 years belongs to practitioners who stream, not influencers who perform

→ give value away for free. if your competition can take the value you give away and outcompete you, you have a bad business

→ to build a content advantage you need to think of it as the first and most important thing you do, rather than fitting it in if you can. learn a daily workflow, do it for 30 days, then don't stop

→ be irrelevant to 99% to be invaluable to 1%. money follows specificity

→ authenticity at scale is the only arbitrage left

People will engage with whatever captures their attention, AI or human.

But human connection isn't going anywhere...

My advise, build your personal brand now. Be real. Show up consistently.

The noise is only getting louder, and authenticity is the thing that will cut through it.

We've been following this playbook at Ghost Team

Everything we build, we share publicly. Full tutorials. Real work sessions. Every automation that works and every one that breaks.

The result: 1.5 million impressions in 90 days. Working with enterprise clients. Community members becoming customers.

We're at the start of our journey but we're moving fast as we built distribution first.

The community is getting stronger ❤️

The community so far has been amazing. Thank you to everyone who's part of it.

We have incredible people that are part of the community from all sorts of amazing companies like Google, FarFetch, BCG, Capgemini Invent, Accenture.

This is the kind of stuff we cover in the community:

I'm excited to say, we're expanding it...

More content, guides, resources, tooling, deep dive calls - just for community members.

I’ll share info on this soon.

For all those that have already completed the sign up and are waiting to hear from us, thank you for your patience! We're soon launching on our new platform so want to bring newer sign ups onto that. I’ll send you all more info as soon as it’s live.

For anyone who hasn't signed up yet and wants to join us, you can do so below!

> Sign up to the Ghost Team AI Community here

Thats a wrap.

As always, feel free to drop me a reply with feedback or ideas of topics you'd like to see. I read every reply!

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Happy building,

Elliot

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