I can only speak for myself, but the content I post I do because I think it's useful or interesting for others. I'm not advertising or trying to become a brand... that just seems weird and I've not yet felt like posts I'm reading are advertising to me. Generally I rarely go to trending, I've found content creators I like and want to support and so I rarely venture far from my own feed and mostly rely on resteems of the people I already follow for finding new people (also I check the feed of people I follow to help find more people to follow).

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