Directory · Building Underway · S1 · Episode 37

S1 · Episode 37

Why I post AI content to a new Instagram, not my main

filmed 11 October 2026 · 3:25

I created a second Instagram account, @underway.life, for faceless AI content, and I post the AI-made Shorts there before they go to my own profile, @underwayrich. My own followers aren't Underway specific, so I'm betting the algorithm will find the pocket of people who actually want this content on a fresh account, and posting to mine first would make the new account's posts count as copied content. One of the videos got 254 viewers yesterday, more than some of my own get. I also showed a video I didn't give the idea for, about a man taking over his dad's 30 year old bakery with no documentation behind it.

Read the transcript

I mean, good question, Underway. To be honest, I'm gonna explain this. You see, I made a n- I made a new Instagram profile. Do you know what? Do you know what, guys? Whilst, whilst, whilst you're here, let me just find it. I mean, give me a bit of patience. Underway... I think it's underway.live, I think it is. Yeah. Okay. Guys. Guys, let me show you this screen. So... No, it's not that. Uh, excuse me, can you be quiet please? I'm just gonna drink some of my Coke. She's gonna drink some of my Coke. Um, what the hell? There's a bug here, guys. Clear the boxes. Okay. All of it. I'm gonna dry my hair. Okay. So she's gonna go and dry her hair. So I created this new Instagram. It's AI, but it's pretty decent. But do you know what's, what's funny? Can they see it on here? No, you can't. Maybe you can see it here. Oh, yeah. So, right. I just created this and obviously it's got one photo and I think that's me. Anyway, guys, you gotta start somewhere. The whole point, I created this, right? I thought, "Do you know what? I don't wanna fill my own timeline with AI stuff going out." I think everyone who follows me are getting sick of my m- episodes anyway. So I thought, "Do you know what? I'll c- I, I'll do a separate one purely for the AI," see how it goes. And, and to be honest, like, th- like 254 viewers yesterday, like that's pretty decent. I mean, that's more than some of mine are getting. You know? And, uh, and so the question, Underway, I know you asked me, and it's a really good question, why post to this- And not to mine. And it's really because I think, you know, after doing a bit of research into the algorithm and how it gets kind of contents gets pushed, at the end of the day, my profile is very much set up of, uh, uh, an audience who are not underway specific, right? And so they're no doubt going to be bored of the content I put out, which is what it is, you know? So if I create, uh, in my head I'm like, I create a new one, a fresh one, it's okay. You start, start from zero. But posting fresh content means, you know, the algorithm will no doubt find those kind... that pocket of people who are interested in this content, you know? And so what we do is we post to here first. 'Cause you could say post to mine and then post here, but then it would be counted as copied content. So I know this is hella interesting to you all, but that's the thought behind it. Now let me show you one of these videos just to put this on record how pretty, how good it is. Ugh. Start with the ch- I mean, I didn't even give it this idea. It just created it, and it's such a good idea. Like, that's the feeling that it captures the exact feeling that I have around it. Like, his dad created a bakery. It's been running for- 30 years. There's just no documentation around it. There's no recollection. There's nothing. So he's taking over, and he's gonna put that right today. You know, and it applies across so many business sectors, you know. And you can kind of tell that that's AI, but it's getting better, you know. And I envisage that kind of thing being done by real people, you know, at some point. So, I'm tired

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