Your content might be too perfect—and that’s the problem
In a world where AI-generated content is fast-growing, high-trust creators and brands are leaning into process, values, and human-first storytelling. Here’s how—and why it’s working.
In this Thursday’s email we’re sharing:
3 visual artists who are redefining influence in 2025—and what their approach to community can teach every brand
Fine artist Sari Shryack’s 4 best tactics for building a creative business with staying power
In the full article, available for members, we detail:
Polaroid’s new campaign decoded—how it nails emotional storytelling in a post-AI world
3 brands that are leading with process, texture, and realness—and why it’s working
4 ways to make your content feel human (and unforgettable) in an era of sameness
Recent pieces: Fewer posts, better results: the 2025 content strategy shift, Your July briefing: what June told us about the next 90 days, 💎 The 'creatorfication' of corporate America
ones to watch: visual artists
TL;DR: Artists are doing what algorithms can’t: building emotional connection. Their feeds don’t just look good—they feel human. At a time when social platforms are flooded with AI-generated content and hyper-optimized sameness, these creators are showing what actually cuts through: visible process, clear values, and community-first storytelling.
A few numbers that put the moment in context:
By the end of this year, 80% of all online content is expected to be AI-generated, according to Gartner. That’s not a future—it’s already happening.
Imperfect, behind-the-scenes content drives up to 2.5x more engagement than polished posts, according to Sprout Social’s 2025 trend report.
And despite the promise of platforms, just 15% of creators make a sustainable income from social media alone. Those who do are diversifying—into books, courses, paid communities, and newsletters.
This week we spotlight three visual artists who are building sustainable careers by embracing this ethos and two key takeaways emerged: 1) These artists are building ecosystems, not just audiences—monetizing through books, online courses, and paid communities that give their work depth beyond the feed, and 2) They’re redefining influence around shared values and behind-the-scenes access, offering a blueprint for how to grow with integrity in a platform-driven world.
And this shift isn’t limited to creators. One of the most striking brand campaigns of the summer—Polaroid’s new push for its I-2 camera—leans into imperfection, emotion, and a human-first message. It’s the kind of marketing that doesn’t feel manufactured—and it’s working. We break down what makes it land behind the paywall, and share 4 ways creators and brands can do the same.
The takeaway? If your content feels generic [or machine-made], it’s time to rethink your approach.
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Sari is a fine artist specializing in oil and acrylic. We first covered her in Ones to Watch: They’re not regular moms, they’re cool moms back in 2023 and 2 years later, we’re revisiting Sari and her work as an artist. Since then, Sari has written a book, Modern Still Life: From Fruit Bowls to Disco Balls: A beginner's guide to painting fun, fresh still lifes in oil and acrylic and launched the Not Sorry Art School, offering online painting classes, in-person workshops and retreats, and free YouTube tutorials to accompany her book.
On social media, Sari shares her work, posts short form videos breaking down different painting techniques, art theories, shares advice for fellow artists, and approaches her captions like “micro-blogs,” diving into the themes and inspiration behind her work.
→ What to watch: Building a creative business with depth.
Sari’s evolution from painter to educator, author, and community builder is a masterclass in intentional growth. Instead of chasing algorithms, she’s focused on crafting an ecosystem—one that includes original art, online classes, in-person retreats, and a book that demystifies painting for beginners. It’s not just about multiple revenue streams; it’s about creating multiple entry points into her world. In a landscape where attention is fleeting, Sari’s strategy proves that when you build with care, community and sustainability can follow.
We reached out to Sari for her advice for creators and brands who are looking to build community, and she didn’t disappoint. Here are 4 tactics, straight from Sari, on how to authentically foster community online:
Be consistent in your messaging. The way you show up—from playful posts to big-picture mission statements—shapes who finds you and what kind of community they’ll expect to enter.
Don’t underestimate the labor. Community-building is often feminized work (akin to kin keeping), and because of that, it’s easy to assume it comes naturally or doesn’t require effort. But I spend a huge part of my day responding to people, maintaining tone, setting expectations, and modeling the kind of engagement I want to see. It’s invisible labor, but it matters.
Lead with integrity. You don’t need to have it all figured out—but staying open, responsive, and intentional in how you treat your audience (especially when money’s involved) builds trust over time.
Know that the culture you want won’t form on its own. Early on, your presence—what you model, emphasize, and reinforce—is what shapes the space. Eventually, that culture becomes self-sustaining, but not without early, upfront labor.
“At its core, I think the rise in online communities speaks to how many people are craving places to connect with like-minded folks—especially when their real-life spaces might be lacking. There’s this loneliness that a lot of people are quietly navigating, and community platforms—when done well—can meet a real need.”
- Sari Shryack, fine artist
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James Gurney,
on SubstackJames has been making art professionally for over 45 years, has written 3 books [Dinotopia: A Land Apart from Time and the art instruction books Color and Light and Imaginative Realism], and his work has been featured in solo exhibitions at The Smithsonian Institute, The Norman Rockwell Museum, The Delaware Art Museum and more.
Right here on Substack, James shares twice weekly insights on drawing and painting, often weaving in personal stories and practical takeaways. On YouTube, James has built an audience of over 560k subscribers by taking his audience behind-the-scenes of his work, explaining different techniques and styles, and sharing advice on how visual artists can build successful businesses online. His videos have a “Bob Ross” quality to them. They’re lofi, often shot outside, and just focus on James’ sketchbook or canvas as he talks through whatever he’s creating with just the sounds of nature as the backdrop.
→ What to watch: Creating with clarity and purpose.
James Gurney’s work is a masterclass in slow, steady growth. From bestselling books to lo-fi YouTube tutorials, he’s built a loyal creative community by showing up with consistency, generosity, and craft. In a fast-paced digital world, his approach proves that staying rooted in your values is what builds real connection—and long-term success.
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Nicole McLaughlin, @upcycle on TikTok
Nicole is a multidisciplinary designer and upcycler, reworking preloved pieces into new clothing pieces, accessories and multimedia designs. Nicole has built a dedicated online audience by sharing her fun, creative and oftentimes wacky creations through short form video. Nicole taps into Gen Z’s love of thrifting and secondhand shopping, finding discarded items at thrift stores and on ebay and transforming them into new items. Since growing her audience, Nicole has collaborated with brands like Hoka, Ebay, Vans, Reebok [the brand where Nicole started her design career] and more.
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→ What to watch: Leading with values.
Nicole’s playful, offbeat designs may grab attention—but it’s her commitment to sustainability that keeps people coming back. By turning secondhand materials into bold creative statements, she’s built a community rooted in purpose. In a sea of trends, Nicole stands out by showing that substance and style can go hand in hand.
check out our breakdown of 3 creators leveraging secondhand fashion to foster community: How thrifting has created a new wave of businesses and creative expression
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Behind the paywall
Polaroid just launched one of the smartest campaigns of the summer—and it’s not just about aesthetics. We break down why it works, what makes it resonate emotionally, and how brands and creators can replicate the strategy.
Inside:
3 standout brands embracing imperfection and emotion in the post-AI era—from hand-drawn merch drops to behind-the-scenes storytelling
4 ways to make content that feels human—and sticks (even when your budget doesn’t)
The biggest mistake teams are making in the AI era—and how to course-correct before your content starts blending in
Creative tactics to bring your work offline and into the real world (zines, takeovers, gallery pop-ups, and more)
Why it matters:
We’re all feeling it—prompt fatigue, hyper-polished sameness, feeds filled with “AI art” that looks pretty but feels hollow. The best content today doesn’t just look good—it feels real. It has texture, values, process. It invites people in.
This isn’t nostalgia. It’s strategy. And if your content looks good but isn’t landing, this is your playbook ⬇️