It's the simplest of all social norms: Don't steal other people's things. This includes creative ideas and content. Not just word-for-word copy and paste style plagiarism but lifting ideas, styles and execution is just wrong. No one appreciates this. The internet and social media have presented all of us an opportunity to connect with others and communicate in new and interesting ways. The only rule is to be yourself. Don't build your self-brand on someone else's concept. Authentic audience development is the only way to create something valuable and sustainable. Shortcuts and unethical behavior is the exact opposite. You don't have to be the most interesting person on the planet to have an audience, you just have to be your authentic self. Good luck!