Sora's Hype Spike Is Over. Here's What Creatives Should Do Next
Sora exploded onto the App Store two months ago. The hook was simple: wild, meme-ready AI videos starring you - or opted-in public figures like OpenAI CEO Sam Altman - and a social feed that never ended.
That rush faded fast. Today, the "top videos" sit at a few thousand likes and the feed skews cartoonish: kittens on ice skates, planes shaped like whales. Even early super-fans now say they're bored.
What Happened to the Buzz?
Novelty burns bright and then cools. The feed turned into the same AI slop on repeat, and the network effects stalled because your real friends weren't there. As one creator put it: "No one interacts with my posts and none of my real-life friends are on the app."
There's still creative spark. Some users batch videos every week or two "like a new kind of paint or clay" and say Sora stands out by letting them star in their own clips. But the attention lives elsewhere - TikTok and Instagram - where reposts (with an AI label) do better.
Product Reality Check
Sora remains impressive under the hood, but the social layer is flat. It's also expensive to run, which is why free accounts now cap at six videos per day. Reports suggest OpenAI is prioritizing ChatGPT and trimming focus on side bets, which won't help Sora's feed grow.
If you're a creative, treat Sora as a tool, not a destination.
What Still Works for Creatives
- Prototype fast: Use Sora to storyboard, pitch concepts, and pre-viz ideas you can shoot later. Think "draft," not "final."
- Make yourself the asset: Self-cast videos are the differentiator. The personal angle outperforms generic clips.
- Batch and schedule: Produce in sprints, post on platforms that already have your audience, and keep a steady cadence.
- Short loops win: 6-15 seconds with a tight hook and a clear payoff. Cut ruthlessly.
- Write prompts like directions: Camera moves, mood, subject, action, shot length. Consistent structure keeps quality stable.
Distribution > Platform
Don't wait for Sora's feed to reward you. Export and post where discovery already happens. Label AI content and treat the post like any other short - hook in the first second, text overlays that add context, and a caption that tees up comments.
If you need a refresher on Sora's promise and guardrails, skim the official overview from OpenAI here: Sora introduction.
Operate With Constraints
- Free cap math: Six videos a day means you need a shot list. Prioritize your top concepts and iterate only what shows potential.
- Cost discipline: Track "cost per keeper." If 1 in 5 drafts is usable, budget time and credits accordingly.
- Reuse assets: Recut, rescore, and re-caption winners for each platform instead of starting from scratch.
Creative Momentum, Not Hype
Every tool goes through a novelty dip. The people who keep compounding skill during the quiet stretch usually lap everyone when interest returns. One quote sums it up: "Excel has got a billion users… but there's a subset who are the Excel person in their office. They just enjoy working in it." That's the mindset.
Simple Sora Playbook
- Weekly: 1 batching session, 12-18 drafts, cut to 4-6 keepers.
- Distribution: Post to TikTok, Instagram, and YouTube Shorts. Add AI labels where required and optimize for the first second.
- Feedback: Watch retention and comments, not likes. Keep what sparks saves or stitches.
- Library: Build a personal stockpile of your best shots for future edits and brand deals.
Resources
- Explore more generative video tools and workflows to expand your stack: AI tools for generative video
Bottom line: Sora's feed may be quiet, but the tool is still useful. Use it for speed, keep distribution elsewhere, and let consistency do the heavy lifting.
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