Just a few days ago — for what feels like the hundredth time this year (and we’re barely into April as I write this) — I opened Instagram only to see yet another friend of mine, also a freelancer, had fallen victim to plagiarism. I can’t decide what’s worse: the total lack of surprise, or the simmering exasperation that hasn’t had time to cool off since the last incident.

For over a year now — I honestly can’t pinpoint when exactly this phenomenon became so widespread — hardly a month goes by without one of my peers being ripped off in some more or less absurd way. Spare you the details? Fine. But know this: it ranges from “a little too inspired” by an Instagram post, to shameless copy-paste jobs, all the way to sales pitches and growth strategies reproduced word for word. (Isn’t it delightful when the money you invested in your copywriter ends up serving the masses?)

What leaves me most dumbfounded is the sheer nerve of the culprits — as if the sacred screen of the internet somehow shields them from that small, but not insignificant, thing called the law.

So I decided to write this piece. Not because I imagine my authority will terrify anyone (not even my brother, let’s be honest), but to at least reset the conversation. To question this baffling trend where anyone seems to feel entitled to snatch up the first piece of quality content they stumble upon online.

Intellectual Property and Trends

What does the law say?

If you’d like to go deep, the French government actually published a handy guide — Copyright and Image Rights in the Digital Age. You can find it here. Worth reading, worth sharing.

But for the lazy ones among us, here’s the gist:

• Content is obviously made to be shared, and can be reproduced within the options offered by each social platform. In those cases, the platform’s Terms of Use apply. That said, the creator still owns their content — anything original (music, graphics, illustration, photography).
• Using work that doesn’t belong to you can cost you three years in prison and a €300,000 fine. Don’t shoot the messenger, that’s straight from the French Intellectual Property Code (Articles L335-2 and L335-3).

Let’s stay focused on social media here. But also note: when you land on a competitor’s website and see the little copyright at the bottom with “all rights reserved”? That’s not ornamental calligraphy. It means the content belongs to them. Without their written consent, reproducing it is expressly forbidden. Yes, punishable by law.

And yet, I know: it often feels like a schoolyard, where we’re dancing like fools to half-explain serious concepts, all in the hope of selling services. But even that circus is subject to rules.

Remember that terrifying Black Mirror episode, where characters unknowingly signed away their identities by clicking “Accept” on the streaming platform’s Terms of Service? Well, you too once signed (a long, long time ago) the Terms of Meta (or TikTok, or X, or whichever). And that means you’ve agreed to a set of rules. Those rules apply in addition to the laws of the country you live in.

So no — it’s not “just” a copy-pasted photo. I hear you mumbling that I don’t understand trends or how social media works. Don’t worry. I may have known MSN and blasted the Spice Girls on my Walkman, but I’m not expired just yet.

But What About Trends?

You know as well as I do that social platforms thrive on trends. On X, trending topics. On Instagram, little arrows next to trending audios. On TikTok… well, honestly, I’m too close to my expiration date to really know what’s going on there.

More seriously: trends are everywhere. So much so that giants like Universal Music Group have even pulled their catalog from certain platforms. Sure, that case was tangled up with questions of royalties and, more recently, AI-related concerns. Another story entirely.

Here’s the thing: when a creator enables it, users can remix their content — reuse it, adapt it. But that implies consent. Most plagiarism cases I see have nothing to do with remixing or using the same audio in a new way. No. They’re straight-up copy-paste theft.

So no, “but it’s a trend!” is not a valid excuse. End of story.

And yes, I hear the grumbling in the back: “but shouldn’t we be flattered to inspire competitors?”

Where Inspiration Ends and Plagiarism Begins

Being inspired isn’t forbidden — it’s essential.

As a diehard fan of Pinterest (the Granny social network, bless it), I’d never tell you to ban inspiration. My boards are overflowing, my notes are littered with excerpts from articles, posts, podcasts, books. I love collecting sparks. Inspiration fuels the creative process. Just like research keeps you attuned to your market (or your clients’).

For me, inspiration is like tossing a bunch of ingredients into a pot, letting it simmer, reducing it down — until one day, the stock thickens into your own dish, nourished by all that stewing.

When I write these articles, I consult tons of other sources — and I share links and references along the way.

When you want to use a photo, a piece of writing, a work of art? Ask the creator. If you really admire their work, it’s also the perfect chance to encourage them, let them know how their art or their words impacted you.

Those who plagiarize are often quick to sneer at victims for not being “happy to be inspirational.” But no. Do things in the right order: first, show your admiration legally and privately. Then, if you have permission, bring it into the public/commercial domain.

Plagiarism Is Theft

Which brings me, naturally, to the obvious conclusion: plagiarism is theft of intellectual property.

We’ve already established theft is punishable by law. But maybe some offenders are just clumsy, misinformed. If you’re unsure, your best friend is still Google — or better yet, reach out directly to the original creator.

It’s on you to check what you can and cannot copy. Ignorance of the law is no excuse. And while most creators defend themselves through “name and shame” (publicly exposing plagiarists), there are legal recourses. Of course, it’s unrealistic to press charges against every bored soul who stumbles across your work. But sharing the relevant legal text with plagiarists? Works wonders.

Responsibility Is Not Optional

And yet, what usually happens when the plagiarist is caught red-handed? They flip the script. Suddenly the original creator is painted as the villain.

It’s absurd, I know. But common sense has never ruled the internet.

Too many users are far too comfortable hiding behind their screens, shirking responsibility. Threats aren’t rare — one friend of mine even received death threats simply for asking a former collaborator not to plagiarize her visual identity (yes, in a directly competing field). Death threats.

Then there’s mob harassment, disguised as “support” for the plagiarist — who, with a little bad faith, manages to cast themselves as the innocent ingénue who never learned what intellectual property even means.

And so the original creator ends up framed as the Big Bad Wolf. Often, their account is smaller than the plagiarist’s, and the harassment crushes their will to demand justice.

I won’t dive here into the vast issue of online harassment, though I’m glad it’s being taken more seriously in courts these days. Let’s just remember: nothing justifies gaslighting — that toxic manipulation where abusers flip the script to discredit their victims.

That’s why I never practice “name and shame” myself. I understand why others do — but I choose another way.

So How Do You Stand Out?

Algorithms and Vanity Metrics: the New Sheep Mentality

Let’s be real: breaking through on social media is harder than ever. But every year, thousands still manage it.

The obsession with vanity metrics — likes, followers — wreaks havoc on both mental health and originality. When users see that a certain format “works,” they replicate it. Platforms themselves encourage uniformity with the features they roll out.

Which brings us to the fatigue wave that hit Instagram recently, now morphing into the “Instagram isn’t dead” trend among infopreneurs and freelancers. (For more on that, listen to this excellent podcast episode by Emma & Chloé, or check out Chloé’s newsletter.)

Personally, I’ve stepped back from Instagram for months now. I realized it wasn’t essential to my growth strategy. It makes me smile watching those who use it religiously as their main acquisition channel fall prey to confirmation bias, assuming their feed reflects the world at large. If that were true, the world (in Clemence’s version) would be one endless Taylor Swift concert waiting only for Beyoncé’s tour dates. I’m fairly sure the world has other concerns — though I don’t entirely understand why.

The Miracle Recipes Feeding Uniformity

Here’s the ultimate consequence of trends sitting on the internet’s throne: everyone pushing miracle recipes.

It’s like cellulite treatments: we all know there’s no magic fix that works for everyone, and yet — many still try whatever new solution coaches and brands are selling.

One of the most profitable niches in content creation? Those recipe-style posts:

• “10 steps to 56,978 followers in 24 hours.”
• “How to make €10K every month thanks to Instagram.”

But churning out endless one-size-fits-all content only amplifies uniformity. The snake chasing its tail — and that snake has miles of tail left.

So are original creations doomed to flop? Call me an optimist, or in denial, but I don’t think so.

I believe carving out your personality, your voice, your method — even if it sometimes gets lost in the flood — will eventually pay off. Nobody wants to be a sheep among sheep, let alone leap off the cliff with them. What we want is to find our small, true flock. To graze in peace. To stop pretending to be sheep we’re not.

So I’ll end this article with this reminder: your greatest strength is your vulnerability. Because it makes you authentic. And when filters and trends erase individuality, asserting your identity becomes an act more radical — and more political — than it seems.