???? Why it's time to abandon the 'Document, Don't Create' advice from the 2010s.

During the 2010s, the mantra “document, don’t create” dominated social media advice.

Popularized by Gary Vee, this approach encouraged people to simply record their day-to-day activities and share them with the world. And for a while, it worked—getting people comfortable with content creation and removing the pressure of needing everything to be highly produced.

But as we move into 2025, that strategy is losing its effectiveness. The content landscape has evolved, and audiences now expect more. The shift is clear: it’s time to create, not just document.

Why “Document, Don’t Create” No Longer Works

The original intent of “document, don’t create” was to help people overcome creative paralysis.

By encouraging casual content, it helped individuals and brands get started. But over time, feeds were flooded with endless photos of breakfast, flights, and conference visits—all screaming ‘Look how great I am!”

Rather than building authority, this content often came across as self-indulgent, sometimes even generating resentment instead of engagement. Audiences are no longer captivated by someone’s daily routine. Instead, they crave content that serves them, not the creator.

The Audience Now Expects Value

Today’s social media users have higher expectations than they did in the early 2010s. They want content that is:

• Thought-out and intentional
• Entertaining and engaging
• Actionable and valuable

If you’re not providing value, people will simply scroll past your content in search of something that does.

Flip the Script: Create, Don’t Document

Instead of documenting your life, shift your focus to creating content that benefits your audience. The best way to do this? Provide value, share insights, and offer solutions.

1. Provide Value

There are two key ways to do this:

• Expert POV – If you have deep knowledge in your industry, share actionable insights, strategies, and frameworks that your audience can apply.
• Explorer POV – If you’re learning something new, document your journey with a clear structure and lessons along the way. Think of it as a case study rather than a personal diary.

2. Share Insights

Your unique take on industry trends, news, or data is invaluable. Instead of regurgitating headlines, analyze and interpret information for your audience. How does an economic shift impact your industry? What emerging trends should people pay attention to?

3. Offer Solutions

People go to social media to find answers. Think about what questions your audience might type into a search bar. Create content that answers those questions, whether it’s a tutorial, a framework, or a step-by-step guide.

Ask Yourself These Questions Before Hitting Publish

To ensure your content aligns with this new approach, ask yourself:

1. Who am I trying to help with this content? – Does it serve my ideal customer or audience?
2. What problem am I solving or what insight am I providing? – Am I giving them something valuable or just sharing for the sake of it?
3. Will my audience be better off after consuming this? – If the answer is “I’m not sure,” it’s time to rethink the post.

The Long-Term Benefit: Building Goodwill and Authority

When you focus on creating rather than just documenting, you build trust and credibility. Your audience will start to see you as an authority in your field, and when they’re ready to buy, you’ll be top of mind. Whether they purchase from you or refer others to you, the value you provide will pay off in the long run.

The Future Belongs to Creators

The era of casual documentation is over. In 2025 and beyond, thoughtful, audience-first content will win. If you want to stay ahead, focus on creating content that serves, educates, and engages.

Stop documenting. Start creating. Want more? Check out last week’s video on How to Master Storytelling. ↓

Hope that helps!

Until next week, Jordan P.S. If you want to connect on social media, where I share tips throughout the week, follow me on Linkedin.

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