The best way to get engagement on social media right now is to stop trying so hard to create “content” and just pick up your phone and say something.
No fancy camera. No editing. No AI slop script.
Tell a story or share an opinion. Say something you actually believe in, preferably under 60 seconds.
People want to see people right now. Not something overproduced or clearly built to appease an algorithm.
The Shift Away From Overproduced Content
Hootsuite’s Social Media Trends 2026 report literally says imperfections, natural pacing, even typos signal authenticity now. Over-editing is out. The flood of AI content is making raw, human stuff way more valuable.
Also, nearly a third of consumers say they’re less likely to engage with brands using AI-generated content.
We can tell what’s AI btw. We see the flood of emojis in your caption. The choppy pacing, the repetitive cadence, the em dash, the way every sentence lands with the same energy as the one before – just like what you just read! HA! This is Eric (The Broke Agent) typing this right now, don’t worry. Just wanted you to question if THIS was written by AI… which would be insane…or would it?
Audiences Can Feel the Difference
Anyway, that perfectly structured post with the fire emoji and the lightning bolt and the lifeless script is not fooling anyone. It’s actually doing the opposite of what you want. It’s creating distance.
So start treating your feed more like your Instagram stories. Random thoughts. Opinions. Grievances or inside jokes about your local market.
Think contrarian local takes like: “I know everyone leaves Tucson in the summer because it’s 110 degrees, but I actually love it. The roads are empty and there’s no wait anywhere.”
Experiment More, Overthink Less
Experiment with different formats, different takes. Stream of consciousness. Not every thought that crosses your mind, but if there’s an opinion you want to get out, put it out as a text post or a quick video.
If something doesn’t hit, test something else.
Look at my friend Neel Dhingra’s feed for inspiration. It’s a brilliant mixture of content tips, random thoughts, clapping back at haters, pics with his wife, stories, and opinions about the best fast-food spots in the airport. You know it’s him creating every piece of content, and it makes you feel way more connected to his brand.
Also, stop being so precious about engagement. It’s a necessary indicator of how people are reacting to your content, but one bad post shouldn’t poison your next ten. I’m literally just throwing stuff at the wall with The Broke Agent right now, and it’s kind of liberating. The mindset isn’t to be married to the outcome, but to be married to the idea of experimentation. TEST. TEST. TEST.
Personal Brand Will Be the Differentiator in the AI Era
Every guru is saying it right now (and they’re right): personal brand is going to be the separating factor in the AI era. Not your brokerage brand (which could change tomorrow) or some overproduced team page. Your personal brand. The one that sounds like you, looks like you, and occasionally says something only you would say.
Just pick up the phone and be you. Cringe ending, I know. But it’s true.
