Originality Is Dead. Can we still revive it? 

If you work in a creative field, chances are you spend a lot of time scrolling through what everyone else is doing and, sure, getting inspired isn’t a bad thing. Yet, it can quickly turn into inadvertently copying what’s already out there. Before you know it, you're chasing the same trends as everyone else instead of coming up with something different.

The internet moves fast and, once something takes off, it spreads like wildfire. Brands jump on endless trends to stay relevant and influencers recreate viral moments to keep the likes coming. All this creates a bit of a copy-paste culture where repeating what works gets more love than trying something new.

Then there’s social media, which rarely shows the messy side of making something. All you see is the end result. Behind the scenes, though, there’s loads of trial and error that nobody posts so that pressure to perform can make creativity feel way riskier than it should.

Furthermore, tight budgets and deadlines plus a constant push for fast results, makes many creatives lean on imitation. It’s not that they lack imagination, but rather the only way to survive in an industry that rewards speed over originality.

Let’s be honest. There's so much stuff out there that it sometimes feels almost impossible to come up with something that hasn’t been done. Clients and agencies often go for the safe, familiar option, which just leads to more of the same. Ads start to feel interchangeable which, in turn, leads to a decline in creativity.  In fact, this copy-paste culture doesn’t just live on social media. 

One of the clearest and most curious examples is in the world of food marketing where it’s not unusual to see different brands using the same 'clean' packaging, the same overhead shots on white stone surfaces, or perfectly ‘messy’ food arrangements. Suddenly, every brand is selling functional snacks, sensory experiences, or Instagrammable moments at the table. The repetition isn’t accidental. It’s the result of an industry that often prefers the comfort of what already worked over the risk of something that could truly surprise. And the most curious part? This all happens long before it reaches the consumer’s feed. It starts in briefings, in brainstorm rooms, and in marketing meetings where instead of seeking the different, people bet on the familiar

So, the question now is: how do you avoid falling into the same trap?

Use Trends as a Starting Point

‍
Jumping on a trend doesn’t have to mean copying it. You should take the core idea and twist it to your own style. Maybe you’re into a certain aesthetic? Great. But what’s your story within it? Just like this article mentions, the goal is to draw the line between being inspired and straight-up copying. Think about what makes that trend work for your brand. Why would it make sense to post it? How can you make it stand out? 

Keep It Real

‍
Going viral is cool, but being authentic is what really sticks. People are drawn to content that feels genuine so focus on building a brand, voice, or product that resonates with people, instead of constantly chasing whatever’s trending. This guide has solid tips on how to learn how to create social media marketing in a sustainable way. From selecting the right type of content, to the essential activities or learning resources, there are lots of ways to create original content that speaks to you. 

‍

Look for What’s Missing

‍
Trends are becoming the norm so, rather than jumping into a crowded space, find the gaps. What are people not talking about? What needs aren’t being met? Sometimes the most original ideas come from simply noticing what others ignore. You can use your own experience to draw inspiration from. What would you like to see more on social media? What topic do you think is not getting the needed attention? Does your brand fit into those topics? Think outside the box and you’ll see more people are craving the same. 

‍

Make Time for Thoughtful Work

‍
Not everything has to be created or shared at lightning speed. When you slow down and actually think about what you're creating, you’re more likely to make something that stands out. It might not be the fastest route to success, but it’s definitely the most meaningful. By spending more time working on a piece, you may even find yourself at the heart of a new trend, although some may argue if you ever really own an aesthetic. The point here is, sometimes you may end up leading a change instead of following others’ blindly. 

We might be in a copy-paste era, but we should all make an effort to be the ones who push against that and try something different. It's not really about avoiding trends but more about turning them into something that’s unique and true to your brand. 

So, are you going to be following or will you be leading?

‍