AI or Community: Where Should Creators Focus?

Social Media News Live: Discussing the latest social media tools, tips, and tactics with industry experts, innovators, creators, and storytellers

Everywhere you turn, creators are talking about AI. Should you be leaning into tools that save you time, churn out content, and help with workflows? Or should your energy go into building real relationships and community that lasts? That’s the big question Conor and I tackled this week with our friend Paul Gowder of PowWows.com.

Paul has been building thriving online communities since before AI was even on the radar, and he’s quick to point out that the smartest path forward is learning how to use both together. In this conversation, we wrestle with the balance: how to let AI assist without losing your personal voice, how email can be more than a broadcast channel, and why community is the thing that keeps creators relevant no matter what tech comes next. If you’ve been wondering whether to spend more time testing AI tools or strengthening the connections you already have, this episode will help you see where to put your focus.

Key Takeaways

• Community isn’t about size: Ten engaged people in your living room beats ten thousand ghost subscribers.
• Email builds deeper connections: Write like you’re talking to one person, not shouting at a crowd.
• Treat your newsletter as real content: Don’t just blast links. Make it valuable on its own.
• Invite replies and interaction: Polls, trivia, and questions make people feel part of something. Then respond when they do.
• AI is a helper, not a replacement: Use it to organize your thoughts or clean up drafts, but always add your own tone and stories.
• Don’t force community: Start by treating your audience like they’re already part of something. The structure (Facebook group, Circle, etc.) can come later.

Resources

• Paul Gowder: powwows.com
• Paul’s new free creator community: onthewaycommunity.com
• Conor Brown: vacationkingdoms.com
• SEPTEMBER 2-5TH: Free Video Creators Workshop: jeffsieh.com/workshop

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