# Late-night competitor scrolling

The instinct to scroll past competitor content fast is expensive — every post is free market research.

Does anyone else stay up scrolling through competitor content and feel their stomach drop?

I do. I see someone in my space with a polished video and I assume they've got it all figured out. I scroll past fast because sitting with it feels worse than ignoring it.

Turns out that instinct is expensive. Every competitor post you scroll past is free market research you're choosing not to collect.