Why do so many people join in on the fun with ChatGPT? I was never the trend person. I still am not. Some pass through my timeline, I see them, I find them interesting but not to the point of trying them out. This was the case, inclusive, with some recent waves of images made by artificial intelligence, like the 80s trend, the one that […]

What the Youpix/Nielsen 2026 survey shows about the advancement of the Creator Economy In 2025, 80% of Brazilian consumers bought some product recommended by influencers. In 2026, the rate reached 81%. The stability at such a high level indicates that purchasing by influence is no longer a behavior restricted to certain audiences. The […]

Identity construction and positioning depend on processes involving repertoire, interpretation, and experience. This is a question that has become increasingly recurrent in my practice as a content creator and consultant. In a digital environment highly mediated by distribution systems, we spend a large part of our time adjusting language, format, and timing […]

Platform allows authors to publish newsletters through subscriptions, transforming content into a final product I am addicted to Substack. And the reason is not in the platform. Simply because it lacks the classic mechanisms that have sustained the logic of social networks in the last decade. There is no infinite feed driven by intermittent stimuli and the […]

Playful content engages, but does not feed the cognitive repertoire and contributes to brainrot This week my feed was invaded. But it wasn’t by hackers. It was a singular invasion, I would say: it was taken over by humanized fruits, in strident dialogues and unexpected scripts. What we are witnessing now with the so-called “fruit soap operas” […]

“We have the feeling of living an infinite reproduction of posts” Talking about social media requires acknowledging a certain weariness. We are less enchanted by the promise of infinite connection and more suspicious of feeds that seem to compete for attention through insistence. Furthermore, we perceive a drop in quality in what we are seeing. A […]