Personality does matter. But that can be faked too when people struggle to become what they think that society /social media will appreciate. In the end, we are all simple piles of emotions trying to get around this Earth like we ought to be validated by other strangers who do the same. At a bigger scale, this battle for validation is useless. More people would know true happiness if they wouldn't care about the outside. Inner work is the most important. This is why even apparently successful people can be miserable and sad. Money and likes don't mean nothing in the spiritual world.
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Social media success depends on validation. Content creation is different. People here produce some really boring stuff at times, then act like the platform is broken if they don't get paid. I bet in life they're far more exciting but are they even producing content for people, or votes? I can't even tell sometimes. It's not all bad. Some folks seem bored. Consumers are bored. A little bit of excitement goes a long way. Even on a bad day. It's all in the delivery.
I agree on the excitement part. It really goes a long way