🔎 We don't need Humans

Ouch. This post triggered our deepest universal fear and disgust around human autonomy being eroded, not nice.

Key Points

• The word "artisans" typically evokes respect, craftsmanship, and human dignity, yet the ad used it dismissively. This contradiction between our positive associations with artisanship and the ad's negative framing created an unsettling tension that compelled sharing as a way to protest.

• It weaponised our deepest fear - becoming obsolete ourselves - That touches the raw nerve of existential terror… the fear that we don't matter. When content threatens our core identity and purpose, it enrages us to speak out about it.

• It triggered the "us vs. them" emotional response that drives tribal bonding - People felt disgusted by this ads values. Disgust creates the strongest urge to distance ourselves from something, and sharing outrage became a way to signal tribal membership with fellow humans who value creativity and humanity.

Steal this tactic

When you want engagement, create emotional tension by juxtaposing respected concepts with dismissive language. But be warned - if your audience identifies against your message rather than with it, that tension could backfire spectacularly.

This triggered the most powerful emotion on social media - injustice. Artisan's billboard basically said "we're replacing humans with AI" and Jamie's post became the rallying cry for everyone who thinks that's dystopian. 650K impressions is human psychology 101.

Key Points

• What grabbed people in the first 3 seconds…The word "disgraceful" as the opening hook. No beating around the bush, no corporate speak - just pure emotional reaction that immediately signals "this is worth your attention because I'm ANGRY."

• Jamie used the classic problem-agitation-solution format. Problem: "This ad is crap." Agitation: "Here's why it represents everything wrong with AI discourse." Solution: "Here's what we should actually be doing instead." Plus he ended with a punchy one-liner that begs for engagement.

• Fear + validation makes people share this. Everyone's scared AI will replace them, and Jamie gave them permission to be angry about it. The post basically said "you're not crazy for thinking this is wrong" - which is social media gold. People shared it to signal they're on the "human" side.

Steal this tactic

Lead with your emotional reaction as the hook, then build your argument. "This is disgraceful" beats "I have some concerns about this advertisement" every single time. Strong emotions = strong engagement.

Because Jamie went IN! He took a controversial stance against AI replacing humans and packaged it in a perfectly structured rant that hits multiple emotional triggers whilst appearing to defend ordinary workers.

And because people love to believe they’re intelligent, his comments were flocked with condescending comments such as: ‘all press is good press’, ‘they rage baited you’ - which of course made this post blow up. So much engagement.

Key Points

• Instant emotional hook - "This is disgraceful" grabs attention immediately, then the triple hammer of "totally crap and utterly lazy" makes people stop scrolling because you're genuinely angry about something they can see

• Authority positioning - Jamie positioned himself as someone who "builds teams" and understands "real business success" whilst the faceless tech company clearly doesn't, creating an immediate David vs Goliath dynamic

• Values-based rallying cry - Jamie’s defending "artisans" and "human creativity" against corporate dystopia, which makes people feel virtuous for agreeing with Jamie and compelled to share it as their own stance

Steal this tactic

Get genuinely angry about something your audience also finds frustrating, then be the voice saying what they're all thinking but won't say out loud. People share content that expresses their own suppressed feelings better than they could themselves.

The key is picking something that already annoys your audience - not manufacturing outrage, but spotting the thing that's been bubbling under the surface and giving it words.