If content is a red ocean, authentic Peer-to-Peer Influence is the blue

Pierre Herubel recently made a sharp observation in his article, “Content Is Now a Red Ocean.” He captured what many marketers are quietly realising: content isn’t broken, it’s just overcrowded.

Every brand, agency, and thought leader is publishing frameworks, strategies and “5-step” posts that all look and sound the same. Attention hasn’t grown, it’s simply been divided into thinner slices.

And while businesses keep tweaking their hooks and hashtags, the truth is, content marketing has reached saturation.

The red ocean reality

Concept	In this case	Why it matters
Red Ocean	Oversaturated content marketing	Everyone is posting the same frameworks, AI-style posts and “thought leadership” pieces
Blue Ocean	Authentic peer-to-peer influence	Real human connection cuts through noise and creates a new, uncontested space

← Scroll to the side to view the entire table →

Pierre calls it a red ocean for good reason; everyone’s fighting for the same shrinking pool of attention.

He points to three big reasons things have changed:

More competition: Everyone is suddenly a B2B creator or “thought leader”, meaning feeds are overflowing with the same kinds of posts.
AI fatigue: People can tell almost instantly when something feels generated or soulless and the trust drops off just as fast.
Framework overload: After years of templates and step-by-step carousels being shared, audiences aren’t impressed anymore. They’re tired and scrolling right past.

In Pierre’s words, “Educational content is no longer enough.” We agree.

The shift from information to influence

When information is free, accessible and instantly generated by AI, what’s left to differentiate your brand? Human experience.

That’s the true moat, not another framework, not another automation. People want to connect with real voices they can trust. They’re not just seeking information anymore, they’re seeking influence they believe in.

This is where authentic advocacy becomes your unfair advantage.

Why authentic voices cut through

At theSalt, we’ve seen that the strongest marketing strategy doesn’t come from branded posts or boosted carousels - it comes from real people who live your brand every day.

Your customers. Your employees. Your loyal fans.

They’re not just amplifying a message; they’re proving it.

When they share genuine stories, about how your product fits into their lives, solves problems, or makes them feel something, it resonates. No AI script or agency-crafted post can compete with that.

It’s why the next era of marketing won’t be won by who posts the most, but by who connects the most.

The blue ocean: Authentic Peer-to-Peer Influence

So, if content is a red ocean, authentic peer-to-peer influence is the blue ocean. It’s where brands create emotional pull, not just informational noise. It’s where trust and relatability drive engagement, not algorithms.

By partnering with theSalt, brands are tapping into the power of real brand ambassadors - everyday people who already believe in what you offer and share it authentically with their own communities.

This is the strategy that stands out when everyone else sounds the same. Because while AI can replicate content, but it can’t replicate connection.

Key takeaway

If your brand’s content feels like it’s losing traction, don’t chase the next format. Find your real storytellers. Build trust through people, not prompts. That’s how you’ll rise above the red ocean, one authentic voice at a time.

Ready to turn real people into your brand’s biggest advocates?

Explore authentic peer-to-peer influence with theSalt.

Interested in collaborating with us? Let’s chat.