CONTENT CREATION

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How To Start A Faceless Channel That Gets Millions Of Views (With Austin Armstrong)

Chris Do and syllabi.ai founder Austin Armstrong debate the explosive rise of AI-generated faceless content and its impact on creativity.

Chris Do

Founder, The Futur™ · January 3, 2025

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The Rise of the “AI Slop Peddler”

“AI slop peddler.”

This is one of the more creative insults hurled at Austin Armstrong, a serial entrepreneur and the founder of the AI content tool, Syllabi. It’s a comment he’s learned to love, a signal that he’s touching a cultural nerve.

Armstrong is at the center of a firestorm surrounding one of social media’s most debated trends: faceless content creation. As the name implies, it’s content made without a human face on screen. It’s a solution for the legions of business owners, creators, and marketers who know they need to be on social media but can’t bring themselves to press record. The reasons are familiar: a zit, a bad hair day, bags under the eyes, or simple, crippling camera shyness.

For years, this meant B-roll footage of oceans or people typing on laptops, overlaid with text and a voiceover. But a new wave of artificial intelligence has supercharged this category. Now, Armstrong explains, tools can take a single idea, like “five secrets of ancient Rome,” and do the rest. “It will write the entire script for you,” he says. “Then it will take sentences from that actual script and generate a unique image that's specific to the context.”

The AI edits everything together, adds transitions, subtitles, background music, and a voiceover—either a synthetic one or a clone of your own. The entire video is packaged and ready to publish in minutes.

The results can be staggering. Armstrong points to a recent challenge where one user generated over 900,000 organic views on a single faceless video. Several others broke 100,000 to 500,000 views in a month. This isn’t just noise. It’s content people are actively consuming.

Armstrong, a 20-year veteran of social media marketing who started monetizing a MySpace account at 14, sees this as the ultimate democratization of creativity. “I just want to provide the tools that empower people to create,” he states, driven by the belief that social media can change lives, just as it changed his. He’s not a coder; he’s the “idea guy” who partnered with a CTO from a background including Apple and Pfizer to build the software he wished he had.

But this empowerment comes with a profound set of questions about the future of creativity, labor, and the very nature of the internet. For every person enabled, another feels threatened. For every viral hit, there’s a chorus of critics crying foul.

An Alarming Leap Forward

The skepticism around AI-generated content is understandable. Just six months ago, much of it was recognizably flawed, with the distorted hands and vacant eyes that screamed “machine-made.” But the pace of progress is relentless.

Chris Do, a creative industry veteran with over 25 years in motion design and visual effects, is a self-proclaimed AI optimist. Yet even he finds the current state of the technology unnerving. “I'm seeing stuff come out of Runway that are so good it is alarming,” Do admits.

He sees details others might miss. Stable object tracking, natural movement, and complex effects like particles, smoke, and dust are now being generated with a quality that once required entire teams of highly paid specialists. “Things that I know would have taken a really long time,” Do says, “building a full skeleton and 3D mesh and texture mapping and lighting and compositing.” That work was expensive and time-consuming. Now, it happens in minutes.

Tools from companies like Runway, Pika, and Luma Labs with its Dream Machine are turning single images into three- or four-second movie clips, complete with nuanced character and background motion. This isn’t a distant future. It is happening now.

The implications are stark. For creators, it’s a superpower. For those working in the industry, it’s an existential threat. Do shares a personal story about his 18-year-old son studying entertainment design and concept art. “I'm telling him Midjourney already does what you do better, faster,” Do says. “These jobs may not even exist by the time he graduates in four years.”

This raises a difficult question Do often discusses: what is the purpose of education when the jobs it prepares students for are on the verge of obsolescence? His advice to his son is to focus on timeless principles: composition, anatomy, framing, and perspective. The new role of the artist may not be to create from scratch but to art direct the machine, to use natural language to guide AI toward a better outcome. To learn more about navigating career shifts, Do's conversation in Why Leaving My Dream Job Was The Best Decision offers profound insights.

The situation mirrors previous technological disruptions. Armstrong points to the world of coding, where seasoned developers who write code from scratch are now competing with entry-level coders who use AI assistants like ChatGPT's code interpreter or Meta's new tools to build entire apps single-handedly.

Do draws an analogy to the advent of desktop publishing. The technology was a death knell for professional typesetters and a challenge for traditional designers who couldn't adapt. But it also flooded the market with new talent and ultimately became a net positive for the industry. The designers who survived and thrived were those who embraced the new tools. “The people who understand design who can use the technology,” Do explains, “have a competitive advantage.”

The message is clear. Resisting this change is a losing strategy. The only path forward is through adaptation.

The Creator's Dilemma: Authorship vs. Automation

If you can generate a viral video by typing a single sentence, what have you truly created? This is the philosophical question at the heart of the AI content debate.

“What is my authorship in this?” Do asks. “What am I really doing besides typing something in?”

If creation becomes that easy, the floodgates open. The internet, already saturated with content, risks becoming an endless sea of formulaic, machine-generated noise. Armstrong himself wrestles with this. “It's such a good question that I somewhat struggle with,” he confesses. “Does authorship come from the intention and the idea or the actual creation process? I don't have a short answer for that.”

This leads to the unsettling possibility of the Dead Internet Theory. Armstrong explains the concept: a future where the vast majority of online activity is not human-to-human. Instead, it’s AI bots creating content for other AI bots, which then engage with it, creating a closed loop of synthetic interaction. In this scenario, the internet ceases to be a place for human connection and becomes a phantom world of automated conversations.

Do offers a powerful counterargument from the perspective of personal growth. For him, the creative process is not just about the final output; it’s a vehicle for self-discovery. “I articulate to know what it is that I'm thinking and what I know,” he explains. “But when I click buttons, I don't know anything and I'm not doing anything. And so my personal development is zero.”

This highlights a critical distinction between different goals for content creation. On one hand, there is the potential for passive income. Do acknowledges that for people in developing countries, generating money from ad revenue on a faceless channel can be life-changing. He doesn’t fault anyone for pursuing that.

On the other hand, there is the goal of building genuine thought leadership. Here, the shortcut of full automation becomes a trap. Do paints a vivid picture: “Somebody reaches out and says, ‘Hey Chris, can you speak at our conference?’ I accept that offer and then I go on stage and what am I going to talk about? Because I didn't write any of it. I don't know any of it.” Building an audience without building expertise is a hollow victory that ultimately leaves you exposed. This aligns with the principles discussed in Do's guide on building an authentic personal brand over superficial networking.

Armstrong believes a clear distinction will emerge. “There's a clear difference between thought leadership and people that just want to make passive income online,” he argues. He predicts there will always be a demand for real experts and human interaction, perhaps even driving a renaissance of in-person events and masterminds as people seek authenticity offline.

The resolution lies in understanding that creation is now a spectrum. Every creator must decide where they want to sit.

Full Automation: Providing a prompt and letting the AI handle everything from script to final video. This is fast and requires minimal effort but offers zero personal development or deep expertise.
AI-Assisted Creation: Using AI as a workflow tool. You might use it to generate an outline, write a first draft of a script, or find visuals, but the final product is shaped by your stories, insights, and unique voice.
Manual Creation with AI Enhancement: Filming and editing your own content but using AI tools to automate tedious post-production tasks like transcription, captioning, or creating social media clips.

“I think everybody needs to choose their level of involvement with AI,” Armstrong concludes. “I think it's impossible to ignore these tools and I think it's borderline foolish to take a stance in the ground to just not use any of them at all.”

The Platform Wars and Rented Land

Creating content is only half the battle. Distributing it depends on platforms you do not own and cannot control. Austin Armstrong learned this lesson the hard way.

TikTok, he says, changed his life. As an early adopter, he grew a massive following that opened doors and built his businesses. But his relationship with the platform has been volatile, marked by a series of account bans that illustrate a fundamental truth of the creator economy.

“The point of these platforms is to keep you on longer so they can serve you more ads,” Armstrong explains. “That's their entire business model.”

Content that sends users away from the platform is a direct threat to that model. Much of Armstrong's content falls into this category. He frequently creates videos with hooks like, “Here are five websites that feel illegal to know,” or, “If you stack these three websites together, it's going to destroy the internet.” While these are effective at grabbing attention, they direct users off TikTok, which the platform's algorithm often flags as “scam and fraud.”

This has led to a recurring nightmare. His account would get banned, he would fight to have it restored, and the cycle would repeat. The final blow came when his account, then at nearly 900,000 followers, was permanently banned. He discovered a painful technicality: TikTok had recently changed its data policy to permanently purge the cache of banned accounts after 30 days. By the time he mobilized his contacts to intervene, it was too late. The account was gone forever.

The loss was significant, but Armstrong’s takeaway is strategic, not sentimental. “The first time I got banned on Tik Tok... it forced me to diversify,” he says. “I'm actually very thankful that I was banned on TikTok the first time. I wouldn't have had the push to figure out the nuances to grow on all of the other platforms like I did.”

This experience solidified a core principle he now teaches.

All of these platforms are rented land.

“We are not really entitled to have a following just because we create content,” he states. An audience on a social platform is a privilege, not a right, and it can be revoked at any moment for reasons that are often opaque and automated. The constant risk of de-platforming makes diversification a non-negotiable strategy for any serious creator or business. The entrepreneurial resilience required is something explored in depth in conversations like the one Chris Do had with AppSumo CEO Noah Kagan.

Remarkably, Armstrong has already rebuilt his new TikTok account to nearly 200,000 followers in under a year. He has become desensitized to the bans because he understands the underlying mechanics of content that works. This is the ultimate proof that true influence lies not in a follower count, but in the knowledge of how to build one from scratch.

Engaging the Critics: Trolls as a Growth Engine

In the polarized world of social media, putting a stake in the ground on a topic like AI is guaranteed to attract hostility. But where most creators see trolls as a problem to be managed, Austin Armstrong sees them as an asset to be cultivated.

“I love the trolls,” he says flatly.

This isn’t masochism. It’s a calculated strategy rooted in a deep understanding of how social media platforms work. “All these platforms care about is engagement,” Armstrong explains. “They don't care if it's positive engagement or it's negative engagement.” A hateful comment and a supportive comment both count the same to an algorithm designed to measure interaction. Negative headlines and trollish comments generate emotional responses, which in turn drive virality.

Armstrong actively courts this dynamic. He will sometimes make purposeful errors or state things in black-and-white terms to provoke a reaction. When the comments roll in—“AI trash,” “dead internet theory,” “this is hurtful and harmful to creatives”—he doesn’t delete them. He engages.

His approach is a masterclass in turning conflict into connection.

Open a Dialogue: Instead of getting defensive, he asks questions. To a comment like “you’re just an AI slop peddler,” he’ll respond, “What makes you think that? Can you elaborate a little bit more?” This forces the critic to articulate their position and opens the door for a public discourse.
Offer a New Perspective: When someone argues that AI hurts creatives, he counters with his view that it enables creativity for those who were previously excluded.
Have Grace: Armstrong recognizes that online anger is often displaced. “They might just be shouting out and lashing out at you because they're having spousal problems,” he says. He’s seen countless angry commenters apologize after a brief, humanizing exchange.
Convert the Haters: He tells a story about a hater on a Facebook ad for his company, Syllabi. Armstrong jumped into the comments, had a public conversation with the person, and ended up giving them 30 days of free access. That person is now a happy, paying customer who regularly uses the tool.

This is the reverse troll. It’s a jujitsu move that uses the attacker’s momentum against them, transforming negative energy into productive engagement and even sales. It's a key tactic for creators who want to build resilient brands, a theme Do often covers, such as in his deep dive on personal branding.

This strategy requires a thick skin that not everyone possesses, but it illustrates a powerful truth about building an audience. Hiding from criticism is hiding from engagement. By stepping into the arena and facing the trolls head-on, you seize control of the narrative and signal to the algorithm that your content is worth paying attention to.

The Playbook: Real Results and How to Start

The debate around AI content can feel abstract, but the results are concrete. Armstrong’s company ran a 30-day faceless video challenge within its community, and the outcomes speak for themselves.

The top-performing video, a Facebook Reel about Pittsburgh, Pennsylvania, racked up over 930,000 organic views. This wasn't some sensational topic. It was niche content for a specific local audience, proving that virality isn't limited to broad, mainstream subjects. Another 15 participants ached videos with over 100,000 views, with the top three hitting 930k, 500k, and 300k respectively.

These successes are happening across all major platforms—Facebook, TikTok, YouTube, and Instagram—and in various languages. One user grew a Spanish-language TikTok account to 13,000 followers using nothing but videos made with Syllabi.

Crucially, this isn’t just for hobbyists or passive income seekers. Businesses are using it effectively.

Armstrong sees real estate agents creating content about loan types, mortgage brokers making videos about moving to specific neighborhoods, and even medical professionals educating patients. This is a powerful form of marketing that builds trust by answering the precise questions potential clients are asking. As Armstrong advocates in his consulting for therapists, “giving your best information away for free to build trust online” is the most effective strategy. A simple video with three tips for managing an anxiety attack can prove your expertise and, in some cases, literally save a life.

A common myth is that platforms like YouTube will not monetize AI-generated content. “That is not true at all,” Armstrong confirms. “I spoke to YouTube directly about it and asked them and they said yes.” The key is proper disclosure; platforms are increasingly rolling out labels to identify AI-generated or manipulated content, and being transparent is essential.

Armstrong is not just the founder; he's a power user of his own tool. He personally runs 20 to 30 different faceless channels and actively participates in the community challenges. He positions Syllabi not as a magic button but as a workflow tool—a system built on his decade of experience growing accounts. It’s a process:

Find a topic people are searching for.
Generate a script based on that topic.
Create a faceless video using AI-generated visuals.
Use a built-in editor to customize the video or upload your own footage.
Schedule and publish the content across platforms.

This structured approach removes the friction from content creation, turning it into a repeatable system. It allows a business owner or creator to produce a month's worth of targeted social media content in a matter of minutes.

Your Move

The rise of generative AI forces a choice. It's a new form of electricity. You don’t need to understand how it works to know that plugging into it changes everything. Resisting it is like choosing to haul water from a well when a tap is available.

But how you use it is a decision only you can make. The tools are here to automate the tedious, the difficult, and the time-consuming. You can automate the drudgery of editing and scheduling to free up time for deeper creative work. Or you can automate the work itself.

This leads to the final, unsettling question Armstrong poses. As AI becomes capable of delivering entire presentations, will we care about the source? “If the information is good,” he muses, “does the source that you get it from really matter?”

For now, the answer seems to be yes. There is still immense value in the human mind that wrestles with an idea, the human voice that shares a personal story, and the human expert who has earned their authority through practice, not prompts. But the gap is closing.

The question is no longer *if* you will use AI. The question is *how*.

TRANSCRIPT

what is faceless content some people just don't like being on camera the entire video can be generated for you we had one guy do over 900,000 views on one of these faceless videos I'm seeing stuff come out of Runway that are so good it is alarming I love the trolls some of the comments that I get are AI slop pedler one the sticks out like you've been able to grow on Tik Tok multiple times get your account blocked and then permanently banned the point of these platforms is to keep you on longer so they can serve you more ads when there's content that takes you off platforms they sometimes don't like it what's up everybody I just got back from Chara doing a talk on intelligent identities and how people are using AI in corporate branding so we all know this it is the the topic dour maybe the topic of the century we're not quite sure but everything that we do and know is going to be impacted in one way or the other by AI I'm an AI Optimus I I think there are many dark paths that could go down but I'm sure all of you are wondering how do I use this how can I use it to help me be more of me and be more efficient we're not talking about in inauthentic or unethical things that's why I've invited my next guest Austin to the show he's developed some tools and he's got a perspective on AI so if that's what you're interested in stick around Austin for people who don't know who you are can you please introduce yourself and give us a little bit of your backstory yeah Chris firstly thank you so much for having me on man it's it's an honor to be chatting with you today you're an absolute Legend I am a Serial entrepreneur at this point I guess I'm an international speaker uh I'm a content creator at heart that creates businesses uh around uh my content creation so I have a justifiable reason to create videos and content every single day I've been doing social media marketing for this month actually marked 20 years uh that I've been doing social media marketing and not just uh having a social media account I mean growing a following and actually monetizing that I've been doing this since my space uh when I was 14 years old it's it's crazy to think that I've been doing this for so long uh but I absolutely love what I do my first company was a social media marketing agency my newest company is syllabi which has taken my 20 years of social media experience uh uh 11 years of working in marketing agency experience six years owning my own marketing agency and I turned it into AI software that makes video marketing really simple you can create about a month's worth of targeted social media videos in uh in a matter of minutes uh create schedule and and publish I love uh coaching people and talking about uh content Creation in in general I am just so passionate about social media marketing uh and uh and more recently Ai and AI tools and opportunities I I'm truly blessed um that I've I've stuck to this path all right so I'm doing the math here are you 34 I will be 34 in 13 days still relatively young man so you're very much a person who kind of grew up with the internet with social media so this is all Native for you and I think there there need I need to say that because for context everybody's like wait the math doesn't add up here but it does okay do you have a background in software development and coding no nope I am just the idea guy so I had to bring on fortunately it's it's all about who you know so I have a CTO who's a really good friend that I've known for eight or nine years at this point uh that is a software development wizard has worked at Big teams Apple Dell Genentech fizer um and I'm very fortunate to uh have been able to bring him on um because I I'm just the guy that can market so you have the ideas you're the entrepreneur and you have the ability to Market and create content so your partner in this dance is someone to develop the tools for you the coding part people aren't really that interested in how how the sausage is made let's just talk about the saus sausage for a little bit here we're talking about Ai and content creation what is faceless content what does that mean and how does one use that as the name kind of implies it's content without a face so one of the biggest problems that I saw just over and over again is that some people just don't like being on camera uh they a lot of business owners and even content creators they they want to be active on social media they know they need to be active on social media if they want to sell but they just can't get themselves to press record or they uh find different reasons I've got a Zid on my face that day I have a bad hair day I've got bags under my eyes I'm a little tired I'm not motivated back to my why is that social media has changed my life and I just want to provide the tools that Empower people to create and so that it can change their lives as well and so what faceless videos are uh there's this can be broken down into different categories of of faceless as well so you might see b-roll oriented content where it's oceans moving or or people playing uh uh tennis or someone typing on a computer and maybe there's uh text subtitles overc screen and maybe an AI voiceover or maybe it's your voice over how it's being done uh more recently with AI generated imagery and videos and so that's how we do it at syllabi for instance and so how it works is you can type in an idea you can type in anything like five uh secrets of ancient Rome it will write the entire script for you using Ai and then it will take sentences from that actual script and generate a unique image that's specific to uh the context of that script uh in different art styles and then it edits everything together so it adds uh multiple images side by side it adds the transitions in there where it zooms in on the image or it animates the image in some way uh it adds subtitles on screen it adds background music it adds the voice over which you can choose your own voice over or um or have an AI voice over an AI voice clone of yourself and basically the entire thing is packaged for you uh that's ready to make uh ready to publish on social media in a in a matter of minutes all you need to do is type in a single idea and the entire video can be generated for you results of these you might think like oh AI slop which I get some of those comments sometimes but they perform exceptionally well based on user signals I mean we had we're just doing a challenge right now we had one guy uh do over 900,000 views on one of these faceless videos entirely organically several people have done 100 100,000 to 500,000 views just this last month uh from these videos so people actually like this content it's easy for people to create it enables more creativity I am an uh um on the positive side of AI as well I think there are definitely are some things that that keep me up at night I think these tools enhance creativity and democratizes what goes into content Creation in the first place and allows anybody to be able to express themselves online okay I've got a lot of followup questions all right number one as you said there are many versions of these faceless content I think you mentioned one of them which is Boll with voice over did you quickly just go through the other because I I want to make sure I hit them so everybody kind of knows like the different types b-roll videos stitched together uh AI animated imagery uh which which would be stitched together those are kind of the two that I had mentioned now we're seeing sort of enhancements on uh that type as well where uh the image is actually uh animated into a short scene uh so uh if a image is generated in mid Journey or flocks or uh dolly3 or any of these AI image generation tools the AI technology is now the to take that image and turn it into a a movie essentially a three or 4 second uh moving clip with mouth movement hand movement background scene movement and so it takes that image and and makes it more uh of an enhancement I've seen people cut fake movie trailers from images I think they're generated through Runway from yeah taking a source image probably from mid Journey sequencing those together and making them move first of all I want to just tell our audience something if you're skeptical about the quality or AI slop or just whatever it is or it's just bad that probably was the case maybe 3 to six months ago and you can see it like weird things with eyes and hands and all that kind of stuff but as a person who has spent over 25 years in the motion design visual effects industry it is alarming how good it is things are stable things are moving naturally things that I know would have taken a really long time building a full skeleton and and 3D mesh and and texture mapping and lighting and compositing and then adding in extra effects like particles and smoke and dust that is not something that's easy to do it requires a whole team of people to do it and it's very expensive to do so I know what I'm looking for when I look at that kind of stuff and now I'm seeing stuff come out of Runway and soon to be many other platforms that are so good it is alarming so if you're in the visual effect space you might be you your job or what you do might be threatened if you don't know how to incorporate these tools are you talking about something different than Runway or something else there yeah no Runway is a is a great example there's other great tools like uh Pika uh and uh and lum's uh Luma lab's dream machine uh that can all do uh all of these effects um I think mid journey is actually rolling it out as well if they haven't rolled it out um that you can create the image and then add additional context to it to to animate it Chris I kind of want to spin that question on on you though like having worked in that space for so long what's your honest thoughts and and opinions on on the the VFX industry do you like this do you hate this when you could control the input and what it does to the degree in which you would need to to make a real film or commercial uh I I I think there's going to be massive job displacement I love it from a Creator point of view I don't love it from an industry human Creator point of view there there there's a real problem here and I'll tell you why I have an 18-year-old son he's studying what is it called entertainment design concept art and I'm telling him mid Journey already does what you do better faster so what are we learning and what are we preparing people for cuz these jobs may not even exist by the time he graduates in four years I just can't imagine it but I do want to emphasize to him rules of composition learning about Anatomy framing things understanding things about perspective because perhaps when the machine generates something and you feel like it could be better than you can art direct it and talk to it I think we're in that age now we're very close to that where we can just use plain language and tell it what we want and it'll make exactly what it is that we want and when that happens I really don't understand what the visual effects and even designed and concept artists are going to do this is troubling for me right so from a Creator point of view I love it but from a visual effects artist illustrator designer this is a problem I love that opinion on for creators versus four industry I think that's a that's a really good way to look at it yeah unlike in tools in the past and disruptions when we talk about desktop publishing there were people who were kind of collateral damage because when we had desktop publishing professional typ Setters were out of a business and a lot of designers were challenged because the market was going to be flooded with a lot of new designers I think once the dust settles though the people who understand design who can use the technology and that's the critical part have a competitive Advantage so the old school designers who were used to doing sketches and sending things out to typ ciders they weren't able to do things efficiently and cost effectively enough that they were then soon to be displaced now that's to put aside like the people who are like icons people who have books written about them who teach classes at Harvard or Yale wherever they teach those are totally different but for the average designer who could not get on board with the digital Revolution I think they were left behind and it created a lot of opportunity for new self-taught designers to enter into the market and most designers would say it it has been a net positive thing and but I'm sure if you're one of those people who are displaced and weren't able to get back into the Fe it was probably very problematic I'm seeing that from different Industries too it also reminds me of like coding uh and software development there's all of these you know Legacy software developers with 20 30 years of experience 10 years of experience whatever that are so comfortable writing their own code but now all of these llms are getting more and more powerful with code writers I mean just yesterday chat GPT rolled out a new model within chat GPT O2 with canvas uh specifically for coding and then last week meta just rolled out their uh own AI uh code assistant and we're seeing uh so many entrylevel uh coders and developers that are uh writing uh apps and different software that are making hundreds of thousands of dollars to millions of dollars it's one it's a oneperson team it's an entry-level software developer but they're leveraging Ai and so there's I I've seen both long longer software developers Embrace AI but then there's also some hesitancy uh that we see as well so there's even some people on our team that have resisted uh leveraging AI to write code and I think people like that are also going to uh get a little left behind there's going to be some displacement because it's going to open the door for new people to accomplish more faster with less experience I want to point out a couple different things and hopefully help our audience through this transition because as an AI Optimus I would encourage all of you regardless of what you do to integrate AI to do more of what you do to remove some of the mundane tedium of what it is that you do and be more efficient and help you think and to be more creative than you thought you previously could be and to empower you so a couple things I want people to think about not that long ago you'd have to go down to a well and pump or pull a bucket of water out or maybe go to the stream and collect it every single day just to survive I don't know how electricity works but I know when I plug something into the wall it works and so when we don't have to do the things that Humanity has had to do with deal with for thousands or hundreds of thousands of years it it probes or posits a new question in our mind which is if you didn't have to do the things that you don't have to do what is it that you want to do and it gives us our ability to maybe work towards the top end of maso's pyramid where it's like self-actualization who do we want to be what is it we want to say what kind of art form do we want to make now I'm going to transition that and just touch upon this idea AI in the way that you're talking about right now helps you the author the Creator to remove some of the most painful parts of content creation as it relates to perhaps social media marketing if you don't want to be on camera you can speak as a voiceover so you can still write it and you could speak it and then you can have something generate the imagery and even do some of the editing for you up until the point in which you're doing very little putting an input an idea maybe a mashup of two different things you've noticed it will write the script it will do the voice over either in your voice or another voice it can generate an image a video of a representation of you or someone else or use cinematic illustrations or drawings or or or photography to tell your story even compose a song for you so we have to all determine individually where we want to sit on that spectrum of fully automated versus AI assisted y I have a concern that I would love for you to address this sure if I just type in an idea and it does all of it for me and say it does a really good job what is my authorship in this what is what am I really doing besides typing something in and if it's that easy to do that is that content going to be special unique different and is it just going to be contributing to the noise I'm curious what your take on that is yeah it's such a it's it's such a good question that I somewhat struggle with um just personally because I am a content creator um but I also wanted it to make it as simple as possible for everybody to be a content creator it's going to add to the noise um will it get to a a dead internet Theory uh type of thing which is a fascinating thing to to think about um but does authorship come from the intention and the idea or the actual creation process I don't have a short answer for that though I just I think anybody should be able to create however they want to create uh and you personally like you were saying dictate the of involvement that you want that flexibility is is the true Advantage right now I mean there's even uh some of the like faceless video tools we're working on this too like true automation right now there's still you still have to press buttons right but um there are automation tools where it's set it and forget it and so you type in a single idea like uh recurring series about Bible facts and the automation software every day or every week or several times a day will automatically create the entire videos for you with no additional input it will automatically schedule it will automatically publish it for you I I I agree with you I'm not like a creation Zar I don't nobody appointed me I don't really think any one way is right for for all people use whatever you want don't break the laws try to be ethical and and do what you feel is right with you and your values and you'll be fine now before I ask the the question here I just I'm unfamiliar famar with the term dead internet what does that mean can you briefly tell me what that is the dead internet theory is um is basically that there's no or there's very few uh actual people liking and and engaging with content online and that it's all bots so it's all Twitter Bots or Facebook Bots that are the vast majority of active users on these platforms and so you you extrapolate that out with AI content creation uh does does it get to a point where it's Ai and Bots creating content and then Ai and Bots that are engaging with that content and there's no real human interaction uh of me logging on to Facebook and manually uh looking at my friend stuff it's just Bots talking to Bots and Bots creating for Bots and so that's kind of the the dead internet Theory so as a creative person myself as a person who's mostly made images and moving type and compositions and then more recently within the last 10 years starting to write and to speak I articulate to know what it is that I'm thinking and what I know but when I click buttons I don't know anything and I'm not doing anything and so my personal development is zero I might be growing a large social media following but I'm not sure what the in-game of that is okay so you have a large account you can probably do brand deals you can get sponsorships you probably should be paid for your views and content from the platforms themselves so it's a way for us to make money so I see people in in developing countries using this to to do that because the amount of money they can generate is actually a lot more than they can any other way and I don't want to fault anybody for doing that but what happens if we take this to the end which is I wanted to establish pieces of thought leadership and I grow a faceless account and then somebody reaches out and say hey Chris can you speak at our conference I accept that offer and then I go on stage and what am I going to talk about cuz I didn't write any of it I don't know any of it I haven't read or research or did any critical thinking or debating about it so what does that make me how how do you what is your take on that there's a clear difference between thought leadership and people that just want to make passive income online through ad revenue or maybe the occasional brand deal or something like that plus a lot of people just hate being a public speaker I I love public speaking uh that's been a big goal of mine for for many years that I've accomplished over the last couple of years I don't think those types of people would even step up to take on some of those uh those initi uh initiatives I think there's always going to be the the opportunities for the the true thought leaders the creators the people with a voice the experts in every industry and there's always going to be interest uh of real people to learn and observe uh from those people as well it might even be more clear uh at the end of this Rabbit Hole where people seek interaction uh and maybe it takes us into an uh an offline uh world with more uh events and more masterminds and more uh inperson get togethers and things along the lines of that I I don't know it's it's crazy to think where it where it could go but I I think there's always going to be room for real thought leadership until we get to a point where elon's uh Androids are delivering talks based on AI and then then that's a whole other conversation about if the information is good does the source that you get it from really matter okay that's a good question to think about so if we play that part out we say okay let's say there are a million users who use syi who crank out faceless content I'm wondering if humans start to recognize a pattern because AI does have a pattern of thinking uh I think Google notebook that does this fake podcast interview which is exceptional by the way I've only listened to two of them and I recognize the pattern immediately what it's doing it's almost predictable and I think there's something beautiful about something that is human made that has human intention and also I think mistakes or faults that are built into it that I think we'll be able to spot pretty quickly so the dead internet theory is like if of all the Bots are creating the content and of all the people who follow them and engage with it or where do humans go and I think that's going to then create a whole different Paradigm where I would rather just hear you talk as a real person in person and I don't want to see some version of you online cuz I don't think it's it's really you from a personal content consumption point of view news related things I I can tolerate so I'm I'm really interested in buying a new Tesla right now so there's always these accounts that are creating Tesla news and they use very hyperbolic hookie kind of the new car that Tesla just announced I'm like really okay I click on it and it's not that at all first of all and it shows renderings of what it might be like and I can tell very quickly like oh this is a robot I wish I had a button on YouTube to say never show me another piece of content from this person again but it does pop up more often and I do feel that like I don't mind you doing it but this is giving me no real value it's clogging up our servers it's using electricity it's using up my internet bandwidth there's a lot of those problems so sometimes it's entertaining but often times I have a real problem with that and as a person who's created that kind of tool how do you respond to that I think the platform should be better at autol labeling Ai and I think you as user so they've given us some of these options to tick on AI generated or AI manipulated yes I think Tik Tock already partnered with a third-party service to detect avatars and deep fakes and and label them automatically rather whether you select them or not I think that's what it ultimately needs to come to is is a point where AI generated content is labeled that UPF front lets the user decide their level of attention that they're paying to it if they want to see or are okay seeing AI content or if they only want human content and then what is that what is that middle ground too which still needs to be resolved of if it's mostly me but there's an AI image that I put on the screen or there's some sort of AI element in my real video at what level do I need to disclose that what is morally acceptable to everyone there's a lot of work that still needs to be do done it's it's the wild west I think it does need to be regulated I am trying to provide the tools to allow people to create however they they want another big differentiator for us that I'll mentioned as well as I see syi as a workflow tool not just uh uh an AI video generation tool so we built a custom video editor for instance and so you can fully upload your own footage and edit it however you want if you just want to find ideas write scripts you actually create the content and then schedule and publish that out you have that ability there are many other tools that are entirely AI run and generated yeah I think people should have the right to choose how they create and what they consume I saw a demo of syllabi at work and I I I do like the thinking behind it you have a prompt what is it you want to talk about you can use lots of words or few words and then it writes an outline just the outline helps me to think it through like how and outlines are good because they're formula and they're structured and I don't have a problem with that then the next step in the flow was like it writes the script for you I'm like okay let's read the script and see what happens and maybe there's an opportunity for me to in inject some of my own observations my own life stories to humanize it and then it can take care of the rest so we can see that how it can work my concern you you've made your point very clear everybody should be able to create however they want to create I'm I'm with that is that human beings when presented with a shortcut will almost always take the shortcut because doing the hard thing is the hard thing so people don't like to do that I'm I'm weird in this way I enjoy hard things because I know it makes me stronger it makes me better so let let's kind of take this through the way that I think can help out a lot of people let's just pretend for I'm going to make a big assumption that you're a real human I'm not speaking to an AI generated deep fake of yourself and what you're saying is not being fed through some kind of earpiece where an AI is generating this responses for you this conversation is real but you know what's a pain in the butt is once this recording is done I have to then download it and then I have to upload it to a server and my podcast team then has to edit it and then they have to generate a good title for it and then they have to write a blog post about it and then they have to write a social media post about it to be able to share that I believe as much of that can be automated as possible would be a good thing I enjoy this I appreciate and I'm gesturing for people who can't see my hands this kind of Italian thing like between me and you right now this dialogue but all the other stuff it's kind of a pain right but necessary like I wanted to upload to the site I wanted to generate a nice thumbnail think of a really good title that summarizes the big idea not in a click baity way but a way for you to feel compelled like I want to learn more about this therefore I should click on this those things are a pain in the butt I want to automate as much of that as possible and I think that's my use case and I I'm excited about that that's my take on that and do you have a a a response that or or your own op I mean I completely agree and I I have somewhat paid attention to um what Riverside is doing for instance to alleviate a lot of that I mean we're we're live on on Riverside right now so like I love um software like this that are leveraging AI features to do exactly what you're what you're talking about just making things way easier that's a great workflow uh I again like I think everybody needs to choose their level of involvement with AI I think it's impossible to ignore uh these tools and I think it's uh borderline foolish to take a stance in the ground to just not use any of them at all but use them to at your discretion use them where you feel comfortable start you know easing into these things and to your early ear your point as well what are those tedious things that you hate to do or that takes you a ridiculous amount of time or is very expensive to do for any variety of Reason real quick before I forget this video is brought to you by us the future we see you side Hustlers working tirelessly juggling both your full-time job and your passion to take your creativity full-time well accelerator's got your back we've helped side Hustlers just like you create killer work learn how to plan dream clients and profit more when you join you'll get access to a self-paced road map full of video classes templates and resources you'll also get weekly coaching calls personalized feedback and a supportive Community join accelerator and map out an exit plan from your day job without losing your mind click the link in the description below or head to the future.com accelerator we'll see you there okay back to you Chris so I'm going to make now a case for the opposite is why you should go all in on this now so people can have a more informed opinion not that long ago maybe the early 2000s most of media were controlled by a few companies and to be able to be heard you have to have a lot of things working for you you probably have to have connections an agent and someone who is actively working and pitching you to networks who get to decide who they feature and then to be able to be on those shows there there's a whole crew like lighting camera people SC script supervisors producers there's a big production so that you can share 20 seconds to two minutes worth of ideas and that was it that was your shot now we've come to this age where with social platform you can directly communicate to an audience anybody anywhere in the world who has a compelling idea who can deliver in ways that the social platforms understand can have an audience and you don't need all that I don't think anybody's complaining about that except for the networks except for the newspapers and magazines but the rest of us benefit from doing that and so we might be in this next Paradigm Shift where these tools allow us to even make the process more in Aline with who we are okay so I want to carefully and have a more Nuance conversation about the dangers the pros and cons of both taking the position that you have you must I imagine get a lot of heat the trolls must be coming after you because they're like oh because I've been to conferences where there's some really heated debate and people drawing like you said a line in sand say I'm anti- Ai and there's this whole movement and they're posting on socials I'm anti- AI over and over again mostly from creative people mostly from artists the people who are in our community what are some of the comments that you get some of the most vitriolic comments and how do you respond to them yeah so this is going to somewhat get into uh my social media philosophy so outside of AI um I realiz so I have I have several million followers on on social social media I realized uh years ago that um all these platforms care about is engagement they don't care if it's positive engagement or it's negative engagement that's why we see so many negative headlines uh that elicit emotional responses and it it's just obviously troll jobs but uh what does it do it causes virality with that said I love the trolls not everybody can deal with trolls uh I am a child of the internet as we discussed I fully um supportive of trolls uh I think trolls can uh can leverage uh growth so I often troll the trolls I I will make purposeful errors I will put stances in the ground that are black and white statements and have nuanced things on on either side I love seeing trolls um in any capacity online um now some of the comments that I get are you know AI trash uh AI slop pedal it was probably the one that sticks out like come on man it's a good one yeah dead internet Theory comments I get all the time uh people saying this is hurtful and and harmful to creatives you know before I started syllabi for instance I have been in the marketing agency space for 11 years I worked at marketing agency I started my own marketing agency became very interested in in AI uh several years ago and I saw a lot of these process I saw the writing on the wall is that a lot of what an agency does uh at a high level not at a you know very specific um one-on-one expertise level a lot of what an agency does can be achieved by software and Ai and I saw that these tools were going to steal market share away from uh agencies why would somebody pay thousands of dollars or maybe they can't even afford to pay thousands of dollars or hundreds of dollars whatever to a marketing agency when they could pay $20 $50 $100 a month to do the bare minimum and and help them get going I could be an anti- AI person and and I would get trolls on the opposite side so I you know no matter what you do you you you put yourself out there anywhere you put yourself out there in in person even not online you're going to get trolls and that's the beauty of humanity is that we have different opinions on different things now some sometimes trolls are just trolls and sometimes trolls are actually just Bots as well so you have to focus on that too there troll Bots out there of course okay maybe I'm talking to some of them all right well let me clarify a couple things but i' I'd really love to hear more specifically how you're responding to some of this stuff all right so you saying engagement is engagement good or bad and we we embrace the trolls you and I are unique in this that I appreciate our trolls and the people are really angry because I always think someone putting aside the bot part someone who's really angry with you is is a person who used to love what you do and you've done something that they feel is against what they want and believe and so I always feel like there's an opportunity for us to mend the relationship to to mend the fence if you will and if not I have fun and I I make little snarky comments myself back because I should be better than this but I'm not and I enjoy doing the dance with them so when someone's like you're an AI slop Peddler do you respond to them how do you embrace them or or do you do anything with that no I do the exact same thing that you just mentioned so I open I love opening up the dialogue uh I've turned many people around uh you know that's that's the other thing like engage with your trolls because you don't know where they're coming from uh you know they might just be shouting out and lashing out at you because they have they're having spousal problems or problems in let you you know you don't know where they're coming from right so like have a little bit of Grace and open that dialogue up I can't tell you how many times and I'm sure this has happened to you people are like I'm sorry I was just in a bad mood I've won people over on ads so we run ads for syi and so like uh you know we've had comments like people talking and then I'll go in the comments like hey I'm I'm the CEO could you explain a little bit more what about this and we'll have a private we'll have a a conversation that's public and I'll end up like giving him like 30 day like this just happened I gave somebody um a free access to syllabi that was a hater on our uh on one of our ads uh on on Facebook and want him over and he messages us all the time and he uses it but I love you know if somebody says you're just an AI slop Peddler well I'll respond what what makes you think that uh can you can you elaborate a little bit more and then they'll go into some more uh opinions of um you know AI is is hurting creatives and I'll say well you know here's a different perspective I think it enables creativity in a lot of different ways and it's just having that public uh discourse unless it's hateful for the sake of being if it's like absurd you know I'll just block people sometimes um but like Mo the the vast majority of the time I will open up the dialogue and I will get snarky with them too I'm not I like I will I will troll them right back it's the reverse troll you've talked about this in in some forms formats before and we kind of talk about it prior to recording about you've been able to grow on Tik Tok multiple times get your account blocked and then permanently banned tell us a little bit about what's happening there I love and hate Tik Tok all at the same time Tik Tok has changed my life it's opened up so many opportunities for me as a content creator you I adopted it very early on I started creating content on Tik Tok uh F like five years ago very very early all things Tik Tok considered big Gary ve fan and so he was shoving it down our throat so I you know I adopted it that way it seems that some of these platforms uh Tik Tok in particular doesn't or has automatic flagging of content that takes you off platform they label it as like scam and fraud is the blankets statement that they say on there that's the vast majority of my content here's an AI website that will help you here's five websites that feel illegal to know is like a opening hook that I use all the time the if you stack these three websites together it's going to destroy the internet you know silly stuff like that and it shows it like the the point of these platforms is to keep you on longer so they can serve you more ads that's their entire business model right and so when there's content that takes you off platforms they sometimes don't like it so I've had uh videos flagged for years on Tik Tok in particular now it's it it really is just Tik Tok that has the biggest problem which is interesting like the content every now and then will get late like uh an issue on uh YouTube but that very infrequently almost never on Instagram sometimes on Facebook but it it always almost always course corrects Tik Tok is just very strict on this for whatever reason the first time I got banned on Tik Tok uh I I was pretty much Allin on Tik Tok and it forced me to diversify and figure out uh the other platforms so I'm actually very thankful that I was banned on Tik Tok the first time I I wouldn't have had the push to uh to figure out the nuances to grow on all of the other platforms like I did I got the account restored it happen again like every you know it seems like one once a year uh it kept uh they kept Banning the account and then I'd get it restored and then banned again and then you know you lose followers along the way and then you build up a little bit more traction It ultimately got uh permanently banned um I I think about a year ago I think it was October or November of last year I was uh almost 900,000 followers I think like 860,000 or something something along the lines of that it also turns out they had shifted something in their data processing where if an account is Bann it it remains like kind of in limbo for a certain amount of time and they can like a a software developer engineer can can restore it but they started uh purging cash after 30 days uh as a more recent thing and so once they Purge that cash it's it's just it's gone forever I tried to get uh um some developers involved and and contact local uh like the doj uh to contact them and stuff like that and uh this last time ultimately was was too late uh the cash was already purged I had talked to some Tik Tock ad Representatives that were investigating uh my account in particular and that was the explanation that they ultimately gave so it just happens but I mean you know now I'm back up to almost 200,000 followers again in the last year I mean once you really figure this stuff out um you know how to create content that works you know a little bit of human psychology you know what people are want what what they want what they engage with who your audience is uh what their their interests are I've sort of become to sensitive ized to account bands which sucks because you spend so much time and and effort and I I grew multiple businesses off that Tik Tok I'm so I'm still Bittersweet about it but you know all of these platforms are rented land we are not really entitled to have a following uh just because we create content we're not we're not entitled to it so I try to keep that in mind as well but it's bittersweet have you been using your own tools are you not just a Founder but a client do you use faceless content to grow you're you're following oh yeah I'm oh I'm addicted to it I I think uh in most cases Founders should use their own tools they should be Advocates uh so yeah I have a faceless Channel I'm growing right now it's about 6,500 uh YouTube subscribers almost a million views I create faceless videos every day I I find it really fun uh to be honest we as a team run uh I think 20 20 to 30 different uh faceless channels uh all created with uh with syllabi the last 3 months in a row we've been doing faceless video challenges 30-day challenges so we have a a pretty sizable Facebook group uh syllabi content creators and we have hundreds of participants uh in that every month that we've been doing these challenges and I participate in these challenges I create content and and I share it I'm just as passionate about I think I'm I'm not our top user but I'm I'm like a top five of solby users so what kind of results have people real people have gotten from using syi to do faceless content the the most viewed one is uh about 930,000 views organically so far we awarded People based on the amount of views that they got so I think like 15 people had videos that got over 100,000 views the top three were the were the 900,000 500,000 and I think 300,000 all different platforms Facebook Tik Tok YouTube Instagram different niches different language uh we have one lady that creates Spanish content on Tik Tok she has 13,000 followers now all syllabi videos we have businesses using it as well a lot of uh real estate agents and mortgage brokers are are creating content around uh different loan types and moving to different areas uh that um some medical professionals so that's been fascinating to see it's not all just like uh ancient history videos or uh anime videos you know stuff like that it's businesses are using it and that's those are those are really cool to see those results as well every day I see uh we have the our Facebook group is so active it's a it's it's been amazing we've really focused on building our community and every day we see these unasked for comments in there of guys I I just posted a video and it got 10,000 views I'm up to 500 subscribers on YouTube everybody's helping each other out we've really built an amazing culture um for for our users and that's on purpose too like we we're very buildin public I'm going off on a tangent but there there's been so many amazing uh results people have been monetizing their channels uh from these faceless videos so that's a common myth as well that uh these platforms will not monetize AI content that is not true at all uh you absolutely can I spoke to YouTube directly about it and asked them and they said yes but yeah that's just what's that's it's so rewarding to me to see people succeed uh we've had amazing success results uh I've personally just on my own channels seen amazing results tens of thousands of views it's it's just been fun man it's it's a fun experiment the video that got 930,000 views what was it about Pittsburgh okay all right Pittsburgh Pennsylvania is what the video is about you would it was a Facebook reel one of those topics you'd never think about it the guy has uh it's like an all things Pittsburgh Facebook page and that one video I forget the specific topic but it's like five it's like five things to do in Pittsburgh or something like that there you go everybody Niche content can work knowing what you know about the way that human emotions work and what kind of videos work I'm sure you've had to build this into syi if somebody okay I'm going to ask you to just brainstorm what are we going to call this episode so it has the maximum opportunity for someone to tune in well let me ask chat GPT that question real quick no I'm just kidding been listening the whole time yeah I think you know leveraging AI to embrace creativity uh some something along the lines of that there's so much of my social media philosophy and I like I have that's that I put into syllabi from how we generate scripts to different elements the the the whole process is another um differentiator uh you know like finding a topic that people are searching for online writing a script around it and then the whole backend process as well is just what I've been doing for over a decade at this point I mean I've published I've I've personally created I think around four four or 5,000 videos um I've personally published just for myself okay I have a title idea I'm run it by you and see what you think sure is AI generated faceless content the future it's good I also love to lean into like negative emotions too is AI generated content slop lean into the the negative emotion rather than the the positive emotion of opportunity we look at that from news headlines right news headlines are always negative so I do a lot of psychological tests on social media but as soon as I I break the fourth wall and say that I'm doing a psychological test and here's why you're being manipulated people don't like that okay the harsh reality the blunt truth is that negative headlines get more engagement before we get out of here I want to ask you something because you talked about was one of your life aspirations to become a public speaker now you're an international public speaker what are the topics that you speak about social media content strategy leveraging AI to be more productive I also have just a a large amount of experience in uh Behavioral Health marketing working with addiction treatment centers and psychologists and therapists so I just spoke in Italy uh last month about effective marketing uh social media marketing strategies for therapists uh is what I specifically talked about uh I love that population I love love working in that industry and so I do a fair amount of of speaking marketing strategy for behavioral health workers is that using AI tools to to produce the content or is it just is it more strategic patient education is is the underlying strategy for uh for that I I'm a firm believer of giving your best information away for free uh to build trust uh online and and open that dialogue and so by creating content around what your clients are search searing for or the problems that they're actually struggling with proves that you are an expert and a voice that they resonate with and it just helps them make the right decision to contact you because you've already communicated that you understand the underlying problem that they're dealing with um like if you're talking about like early childhood trauma leading to uh to drug abuse you know really understanding that core problem and creating a relatable video on that cut through the noise you know shows you as a human and your your expertise so like I don't think AI will really ever will be a full replacement for that it can certainly enhance a lot of that and it does enhance a lot of that but yeah um that's that's a lot of what I really get into and I I'm I'm passionate about that I I've worked with therapists for over a decade and addiction treatments uh uh professionals and addiction treatment centers um yeah I I love working that I mean those those professions have lifechanging information in their head you don't when you create a video um around like here's just three quick tips if you if you're just feeling anxious today your anxiety Riven you're having a panic attack here's three things that are that are going to help you right now as you're scrolling through right like videos like that can literally save lives whether they contact you for help or not that's another reason why I love working in this industry is like people think social media is silly but it's how we consume just by putting a video out there even if it reaches 50 people it gets 50 views you might have just saved somebody's life I don't even do deep therapy work and sometimes the things that we talk about really save someone's business and then therefore has a deeper impact on all their personal relationships right the the conversation no one wants to have is sitting on around the kitchen table and making a really hard decision between doing something like taking a vacation or paying a bill or having I I don't want to be overly dramatic about it but like like a procedure for somebody they care about and having to delay that because they they they don't have the means to do it so I I to totally understand the the the massive potential for educational content even inspirational or just for someone to feel seen and heard if someone's really interested in trying out faceless content and getting into syllabi where did they go how did they get more yeah absolutely um sy. I that's uh syllabi with a Y so s y l l a y. iio we have an amazing customer service team we do uh demo calls with everybody all day if you use the code challenge uh it'll save you 25% uh as well uh so off any any monthly plan or any annual plan as well that's the cheapest way uh we've tried to make it really simple as soon as you get in sign up for the app um all you need to do is Click create faceless video and then it'll take you through the whole journey we have tutorials in there we do uh weekly uh webinars uh online as well you can jump into the CI ecosystem uh I am very a available uh and I try to make myself I I am in the weeds with everybody private messaging handling customer interviews customer support I am so passionate about social media growth I just want you to succeed online whether you are an active syllabi user or you just want to learn everything about uh uh content creation and and getting your message out there um that's one thing that I really stand for so just jump jump in and and let us know how we can help you I'm here I'm available wonderful what a great way to end the show Austin thanks for doing this thanks for sharing with us your perspective on content creation I wish you the very best thank you Chris for having me it's a huge opportunity I am Austin Armstrong you are listening to the Future

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Length: 51m
Views: 20,234
Topic: CONTENT CREATION

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