Phil Risher says AI ranks brands on how clearly the internet understands them, not how good they are. In a trust recession where people can't tell real content from AI-generated, educational authority content wins. One client doubled social revenue and direct searches in five months by switching from viral posts to informative videos.
AI doesn't care how good you are, it cares how clearly the internet understands you. Right now we're in a trust recession, which means people don't know if they can trust you, brands, people online, anything that they see, because they don't know if it's AI, fake, or not. The number one thing that you could be doing right now is building trust with your brand so that AI trusts you. We had a client that we work with and we helped coach them on creating authority type of content, which is not just funny song and dance type things, but it's, hey, 'You think baby wipes are good to flush down your toilet? They're not, and here's why.' They're educational style content videos that help AI learn about your business through indexing the videos and then ultimately trust your business. By doing this over 5 months, they doubled the number of opportunities that they got straight from social media. They doubled the revenue generated from social media, and more importantly, the number of direct searches, which is people searching them by name, doubled. The reason is because likes and shares and views and all this stuff is cute, but You wanna create content to build trust with these platforms. The number one way to do that is to create authority-style content, not just silly dance videos.
