Ryanne Molinari

My Instagram feed is filled with “marketing experts” offering advice on producing endless content to build up a personal brand.

But, why?

These self-proclaimed “experts” have built massive followings of people who are desperate to gain followings…but for what? We have created a culture of people who are eager to be famous just for the sake of being famous or for promising to help others become famous.

And so I sigh with Solomon:

Vanity of vanities, says the Preacher. Vanity of vanities! All is vanity.

Ecclesiastes 1:1, ESV

Every time I open Instagram, I see influencers saying things like, “Don’t know what to do for your next reel? Try this!” or “Need an easy reel idea? Use this prompt/audio/template.”

But again, why?

Why do we feel the need to post when we don’t have anything to say?

All things are full of weariness; a man cannot utter it; the eye is not satisfied with seeing, nor the ear filled with hearing.

Ecclesiastes 1:8, ESV

This is why I doubt I’ll ever have a large following—at least, not anytime soon. If I don’t have something at least a little interesting, edifying, beautiful, or humorous to share, I am not eager to post just for the sake of posting.

What does man gain by all the toil at which he toils under the sun? A generation goes, and a generation comes, but the earth remains forever.

Ecclesiastes 1:3-4, ESV

I’ll admit, I’ve tried a few Instagram trends. I have tried to post “content” regularly and to gain the fickle favor of the algorithm. But I’m not content with pumping out “content” when it doesn’t contain anything.

Remember the saying, “If you don’t have something nice to say, don’t say anything at all”? Well, whatever happened to the principle of “If you don’t have something to say, don’t say anything.”

Instead, we have a culture of constant mimicking and production. Don’t have something to say? Here’s an idea! Don’t want to spend time creating something original or thought-provoking? Copy me!

Is there a thing of which it is said, “See, this is new!” It has already been in the ages before us.

Ecclesiastes 1:10, ESV

I want to be an author, not an influencer, because I want to say something worthwhile. I want my work to contain useful ideas, not just be “content” for immediate consumption and disposal.

There is no remembrance of former things, nor will there be any remembrance of later things yet to be among those who come after.

Ecclesiastes 1:11, ESV

Let’s be real about reels: we can watch hundreds in a single sitting and not remember a single one.

So why are so many of us (especially authors and creatives) caving to the pressure to keep making them every day, even when we don’t really have anything memorable or important to share?

I realize this is an ironic topic for a blog post. I will likely share this to Instagram, after all. However, declaring “this is vanity” is itself a useful statement.

So, Reader, I encourage you: Share what you want and when you want, but be careful lest you submit to the algorithm instead of the Spirit or gain followers for yourself instead of Jesus.

Of the making of much content, there is no end.