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Content strategist shares a deconstructed guide to ‘personal branding’

A content strategist on TikTok broke down a chart she created on the secrets to personal branding, sharing her thoughts on how creators build their infrastructure.

Katie Xu (@katiexsocials) started her video by saying, “Media creates celebrities. Algorithms create content creators.” The video argues that creators can start on two paths when they begin to make content: They can either create for the algorithm or for the people.

“When creators create for the algorithm, they get views. They get brand deals. But do they get an audience that cares? No,” Xu said. “The alternative is creating for the people — to create in a way where people can fall in love with you.”

Xu’s video currently has over 163,000 views and 28,000 likes. Many people not only interacted with her video but also wholeheartedly agreed with what she said.

“This is the most beautiful explanation I have ever seen,” replied @legendaley.

“THE MATH IS FINALLY MATHING,” said @blackgirlvlogs.

In the rest of her video, Xu uses Mr. Beast (@mrbeast) and Emma Chamberlain (@emmachamberlain) as examples of each way to create content. She claimed that Mr. Beast began by making videos for the algorithm and then switched to making videos for the people, bringing in his friends and adding more of his own personality. Emma Chamberlain, according to Xu, did the opposite.

Both creators have millions of followers across social platforms and have become successful influencers.

According to Xu, the best way to gain celebrity status is to begin creating for the people and then switch to the algorithm.

Ultimately, Xu acknowledged that both ways can be successful — as long as “you play to your own strengths.”

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