Clever is the New Cool

Maybe the Instagram era is ending. For a long time, it was enough to post something fun. That doesn’t seem to cut it anymore. More of the interesting stuff is happening in places where people actually try to work something out like video essays and newsletters — instead of just packaging it. Clever is the new cool:

“There is a backlash against visually focused lifestyle content, which has become so co-opted by brands. Gen Z want more. They want knowledge. They want to go deep down the rabbit hole, on podcasts and on Reddit as well as on TikTok and YouTube.” Meet you behind the bike sheds to discuss Walter Benjamin over a cigarette, babe.