Stop the slop on LinkedIn and beyond

Filler content abounds throughout professional social platforms, driven by the misuse of AI technology. You have the opportunity to set yourself apart by crafting thoughtful articles that reflect your unique perspective.
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As generative AI further enters the professional fray, it is having a profound impact on the content we read on LinkedIn and other professional networking platforms. Unfortunately, it’s not always to the benefit of the author or readers.

A recent study by AI detection service provider Originality.ai suggests that 54 per cent of all recent long-form posts on LinkedIn are likely to be AI generated, and that the average length of these posts has increased by 107 per cent. It’s never been easier to churn out the bare minimum and many professionals know it.

The research also highlights the inefficacy of this new approach. Of the 2,762 posts analysed, posts likely generated by AI received 45 per cent less engagement than original content.

This shift towards generative AI has created a new (semi-official) definition of content ‘slop’. Slop is the outcome of using large language models to author droves of filler pieces, slinging mass-produced, inauthentic and undercooked content across the digital ecosystem.

You may have noticed this trend as you scroll past yet another reiteration of Nvidia’s secret sauce for success or similar. We’re witnessing the rapid, real-time Big Mac-ification of corporate ideas, and it’s creating a real pickle.

AI-generated posts can easily resort to truisms and meaningless observations detached from the writer’s experience.

“In both personal and professional life, the way we view situations shapes our decisions,” reads one example. “Here’s why embracing different perspectives is key”. Another implores readers to learn about “8 FREE Marketing Hacks You Need To Know About”, including the very practical “Sell them their dreams” and “They don’t care about your product”.

As a result, quality and volume are now trending in opposite directions (neither heading the right way). We’re at risk of an oversaturation of underperforming articles.

This is unfortunate because generative AI can also be a game-changer, capable of bringing enormous value to the table. Masses of recent research demonstrate how it can assist with ideation, planning, summarisation, accessibility and research. However, you’ll likely witness better results if you take responsibility for authoring the final piece. After all, your writing reflects who you are.

Using generative AI to create slop is a misuse of a technology that’s designed to enable and support you as a thinker and writer, not replace you. Thankfully, the problem has an elegant solution: take a beat to consider why anyone follows you in the first place and then plan targeted, high-level content accordingly (with AI’s support, if you like).

With so many AI-authored articles, differentiating yourself becomes much simpler. When half of the new content on LinkedIn is generic, it gives modern professionals a fantastic opportunity to stand out by developing a well-constructed and original piece of content.

There is little to no established correlation between ultra-high post volume and engagement – a few posts a week is generally enough. Richard Branson, Founder of Virgin Group, typically only posts on LinkedIn three or four times a week, but engagement is high because he speaks earnestly from a position of authority that few can match. Your credentials and authenticity will create a healthy readership as much or more than your content frequency.

As you ascend the corporate ladder, readers expect a depth of insight commensurate with your position. For example, if you’re a Chief Technology Officer, they’ll likely want to know your particular opinion on the latest tech offerings. One sincere, considered, ‘well-baked’ post may outvalue ten sloppy alternatives.

An example of this principle in action is this post from respected Australian economist Chris Richardson, which outlines why the headline budget balance is a good measure of federal government budget activity – a point that only someone highly qualified could make. “Yet, having been handed an enormous windfall,” he suggests, “our governments are making the old mistake of permanent promises off the back of temporary luck.”

Further abroad, top LinkedIn personalities like Amazon’s former head of Machine Learning Business Development, Allie K. Millar, are doing the same thing – using original content and independence of thought to engage readers even when discussing AI tech developments she’s extremely close to. Combining her expertise with personable lines like “Let’s just hope the penguins enjoy advanced voice mode,” she has amassed a huge following.

If you’re unsure what to add to the conversation, avoid the temptation to default to AI-authored content that fails to contribute meaningfully. You’ll find a unique perspective with enough time and space to chew on the subject matter, preventing you from contributing to the slop tsunami and distinguishing you as someone worth listening to.

To reiterate, AI has a significant role to play in content creation. But we’d suggest focusing on applying the right tools at the right moments. Use them to research different topics, summarise a jumble of notes, process transcripts or find a relevant example to augment your unique perspective. Use them midway through the exercise to plan or research and perhaps briefly at the end to assist with a sensible edit.

Ultimately, any content you release on LinkedIn (or similar platforms) has your name attached. It represents you, your vision for the future and your lessons for others. Treat it with respect, and your readers might just do the same.

If you’d like to talk to us about writing or editing your next article, you can contact us here.

By Will Walton, Writer and Editor, Editor Group

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