It’s Not Your Content. It’s Your Topic.

Over the past few weeks, I’ve noticed something that’s become impossible to ignore

When every variable stays the same, the only thing that truly changes your results is the topic you choose.

I’ve been testing different topics across Weibo, X, and Toutiao,

and the more i test, the clearer one thing becomes:

Your views don’t come from how hard you worked on a piece —

they come from whether the topic is something people actually care about.

In my case, almost everything else is constant:

The way I speak is the same, the visual style is the same

(Notion/Apple-inspired, clean and minimal),

and my audience is very specific — people who want to build a personal IP.

So in theory, the performance should be pretty even.

But reality doesn’t work like that.

When I talk about AI, the posts easily hit thousands of views.

The moment I talk about personal reflections or creative insights,

the numbers drop to a few dozen.

And I know these pieces are valuable —

but the data makes one thing painfully clear:

the gap isn’t quality, it’s interest.

This also explains why so many creators spiral into self-doubt

whenever a post underperforms:

“Is my editing not good enough?

Is the hook weak?

Is the video quality off?”

But most of the time, nothing is wrong.

You just picked a topic your audience doesn’t want to click on.

That’s why testing matters so much.

Try more angles, try more topics, watch how people respond.

Don’t burn your energy polishing something only you think is important

while your audience doesn’t care enough to open it.