We did a year in review. iIt was great to see everyone posting that. For us it's a lot about data, it's a lot about giving you guys stories to be able to tell your own story about the year. I also saw a lot of people just posting these really long stories recapping their year. It was interesting because, for most of them, I found them really boring. I found them self-involved and self-indulgent really, I think is what I would say.

I even saw one influencer say, "Thanks for indulging me, my walk down memory lane," which I actually appreciated because I felt like it was indulgent. We always talk about inspire entertain or educate, right? That's what your content should do. If you're working in service of your audiences, it should inspire, entertain or educate. It felt to me a lot of the year in review content that people put out on their stories especially, that was just them going through their photo role pulling out everything they did this year and reposting it.

I just thought, yes, it was just really boring and respected the influencers that resisted the urge to do that and respected the people that took a look at their year and put some time and thought into it. If the end of the year or the beginning of the year is a time of reflection, it's a natural time to look back and take stock over where you started and where you ended up and what happened in between, excuse me, then it deserves thought. If you're taking this stock, as it were, then think about it. I think that's the thing about these year-in-reviews from most people is that there just was no thought.

It was just like, I went here and then I went here and then I went here and then I went here and then I did this and then I did that. I find myself skipping through or saying, "Why the fuck do I care?" I've been following you. I know you did that. I saw it the first two times you posted it.

There were some people who went back and tried to pull themes out of the year or maybe they could talk about things that happened to them that year with some wisdom or candor that they couldn't when those events happen. I just felt like I wasn't really getting much from these stories other than people bragging, which is for me the worst. It's like social at its worst is when it's just you wanting to show off.

I will say that for me sometimes the opposite was true for the decade in review. That because people looked at the last decade of their life, they were forced to talk about growth and talk about their dreams and the things that they've accomplished. I think something that Casey Neistat said in his year and decade and review was that he used to talk about her define himself by the things that he wanted to achieve in life and now he's able to define himself by the things that he has achieved. While he still has goals and dreams, this decade for him has been one of achieving a lot of the goals and dreams that he had a decade ago.

That builds a connection that makes you feel proud of a person. It makes you maybe inspired that you can also change your life. I learned things about people from their decade and reviews or they're introspection on that that I didn't know before. I didn't know Joe Greer wasn't taking photos ten years ago. I didn't know Crystal Bick worked at Google ten years ago and was quite successful there. I found those interesting but these single year-in-reviews that people did, just stunningly boring. I don't have any takeaway here for you guys. I don't know if I'm in the minority here, and you guys loved all the walks down memory lanes that people did. I think it's a good reminder when you see a lot of people doing something on the internet like that. Especially, if it's going to be a long story. Those year-in-reviews were 20, 30, sometimes 40 story frames long, make sure that it's interesting. Make sure that it's something that your audience is actually going to care about. Make sure it's not only in service of yourself.