The Huddle: AI can't build trust - Here's how to use it

This edition of The Huddle was initially published and sent on January 28, 2025. To get The Huddle delivered to your inbox every 2 weeks, subscribe here.

Hey there,

AI is great for mortgages. It's terrible for trust.

AI underwriting? Huge win.
AI loan processing? Faster, smarter, better.
AI social media posts? Yeah… not so much.

AI is incredible when it’s working behind the scenes—analyzing risk, crunching numbers, speeding up the mortgage process. But when AI tries to talk for you? That’s where it all falls apart.

Social platforms are already de-prioritizing AI-generated content—burying bot-written posts while boosting real, human content. (Source)

And people? They can spot a fake from a mile away.

• Too polished = ignored
• Too generic = forgettable
• Too AI = no trust

AI makes great decisions. But it doesn’t make great conversations.

Use AI to help you, not replace you.
Use AI for ideas, but write like you.
Be real. Be a little messy. That’s what people actually connect with.

Where is AI actually helping you—and where is it making things worse? Let’s hear it.

Let’s lead by example,

Joe Wilson
Founder, SocialCoach

How the Instagram Algorithm Works

"The algorithm is people."

If you've been on a coaching call or Boot Camp with me in the last year, you've probably heard me say this at some point. And it's true.

Your post performs or doesn't perform based solely on how well it performs with the audience you are posting it to. If they don't engage with it, it won't do well. It's as simple as that.

The trick is finding out what connects.

But on the question of the Instagram we can talk all day about it is, but this infographic does a great job highlighting how the algorithm works.

Every time you post on Instagram, the app checks to see if your post breaks any guidelines. I fit doesn't, then here is the process:

1. You post is pushed to 20% of your followers to see if they engage.
2.  If the engagement is positive, Instagram sends it to more followers. Good engagement looks like:
   1. Watch time
   2. Clicking "see more"
   3. Saves
   4. Profile views
   5. Likes
   6. Shares
3. If it continues to perform well, Instagram eventually sends it to non-followers via the Explore and Home feeds
4. You get more views, more growth, more followers, and more business

If this feels a bit like flying in the dark -- maybe a little spray and pray, you're not wrong. At least at the outset.

When you get started, if you're staying consistent, you'll find what tends to resonate and what doesn't. Double down on what does and you'll do just fine.

Good luck out there,

Brandon Treadway
Director of Growth, SocialCoach