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Roberto Nickson
Builder of things and maker of videos for the internet w/ 1M+ followers. How to leverage emerging tech, discover new trends and grow your audience 👇
I don’t think people realize how scarce social media views will be towards the end of this decade.
2019-2022 was EZ mode.
2023-2024 was still free attention.
2025 the game became much harder with AI flooding the feeds.
But in 2028, the Infinite Content Machine is coming.
I’m looking at some of these early auto-content n8n automations.
They’re shit.
The only people excited about them are the ones selling how-to courses & communities.
They’re also ~$5-6 per video in API costs and the quality would require too many at bats for a hit.
But in a few years, these automations will be 100X the quality at a fraction of the cost.
I really don’t think 1000X content volume on social is out of the question by 2030.
The supply is going to dramatically outpace demand (I expect mass disengagement to be a thing too)
Now is a better time than ever to start building a brand on social.
Perhaps the easiest it will ever be.
4,85K
We have more abundance at our fingertips than our entire ancestral lineage, but we’re facing an unsustainable cost of living, a debt emergency, a mental health crisis and a loneliness epidemic.
At some point, advancements in tech stopped correlating with improvements in quality of life.
I’d argue that it even started to invert in around 2007-2012 with the emergence of the 24/7 dopamine machine.
We’ve now entered an era of high tech, low life.
Which frustrates me to no end.
I don’t have a macro solution. If I did I’d run for office.
But there is an easy solution in the micro: personal responsibility and extreme accountability.
You have the greatest tools humanity has ever invented available to you 24/7.
If you wield them properly, your entire life can completely turn around in 6-12 months.
The competition spends 8+ hours a day using them to zombie scroll, binge Netflix, play video games and stay perma-distracted to avoid a single thought creeping into their heads.
We’re all capable of high tech, high life.
Agency is the greatest superpower you can have in 2025.
4,51K
My solo creator business has now booked $1.1M so far this year at ~85% margins.
- $920K brand deals
- $90K product sales
- $50K consulting
- $40K direct from platform (threads bonuses, TT creativity program etc)
I still don’t know exactly what I’m doing, where to take it, what to build or how to scale.
But I can’t believe I get to make a good living by waking up and making short-form videos about the things I find interesting.
The internet is magic.
10.5.2025
Signed a 6-figure brand deal last week... crossed $500K in the first 4 months of the year.
Which already exceeds my total for 2024.
Short-form video is an insane opportunity right now.
Here are some things that have made a big difference for me:
• Positioning
The only thing I prioritize now is crafting my videos to be shared in high-level group chats.
A stronger signal is who follows you vs how many.
• Management
Jake and Doug at Rakugo are incredible. A lot of 20-somethings doing multiple 7-figures on that roster.
• 80/20 Rule
I try to make 4 high-signal organic videos for every paid partnership.
I still think most creators under-index how much trust loss at scale happens when everything is a brand deal.
• Organic Love
It has been awesome working with the biggest tech companies and fastest-growing startups in the world this year.
Most of these relationships began through videos I made covering their updates organically.
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Happy to answer any questions or be of help to anyone who might need it.
Important to note that brand deals, even though they're incredibly lucrative, are still trading time for money,
But I have a baby girl and a son on the way, so being able to creative videos about the things I love with full time and financial freedom for my family has been a real blessing.
Last note: short-form video might feel over-saturated, but these brands often have trouble finding creators to fill them.
If you have the ability to make good short-form video content, do it!
68,74K
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