Quality v. Quantity
By Calleigh M. Smith, Director of Communications Mobius Vendor Partners
In a world where we are chronically online and social media managers are under pressure to produce “viral content” every week, it’s hard not to think “more is better.” If we post every day, we’ll gain followers, sell more products, reach more people, and all it takes is one post.
As AI evolves by the second, it’s easy to think that AI can take the place of a person. You can ask ChatGPT, “Please create a social media post for Mobius Vendor Partners,” and it will come up with something every. Single. Time. in just a few seconds. With that mentality, you can realistically generate a month of social media posts in just a few minutes.
But with the use (and abuse) of AI, we’re getting a lot of slop. We’ve all seen it: the “It’s not X, it’s Y” clichés, or the page-long social media caption that doesn’t really say anything. As I mentioned above, it’s asking ChatGPT or whatever large language model (LLM) you use and saying “make this better” or “write an article about this.” Lazy/bad prompts = lazy/bad output. While you’re able to crank out a lot of content, very little of it is truly worth putting your brand behind.
That’s where we come to the real debate: quantity versus quality. I’m not saying that AI is bad or that we shouldn’t use it to help us become creative or come up with different ways to think about things, but I do think we should listen to everyone who cautions us about using AI.
A good way to use AI: “Can you help me take all of these notes or thoughts and put them together and identify a common theme?”
A bad way to use AI: “Can you write five articles about Mobius Vendor Partners and the services it offers its clients?”
When it comes to branded content and your organization’s voice, quality is still better than quantity. It is better to post a few times a week with high-quality content than to post seven days a week and add to the noise we are all trying to get away from every day.
Invest in good people and the quality of work provided will always beat out AI when it comes to creativity, authenticity, and staying on topic. Humans bring something AI simply cannot replicate: empathy, lived experience, cultural nuance, and humor. These are the elements that make content not just seen but felt. AI is not a replacement when it comes to content. The brands that win will be the ones who use it wisely, keeping creativity and human connection at the center.
