The Cory Doctorow cycle of enshitification starts with a focus on users, giving them exactly what they want. With a strong user base behind them they then pivot to business customers, advertisers, and the like. And then they turn in on themselves, only looking for shareholder value, and leave the tied up users and the B2B side in the lurch. It’s a business process, during which a social media site’s offerings would decrease in quality. But not every drop in quality is enshitification. A sudden burst of new users, an unforeseen bug in the software, a terrible event in the real world, a scandal behind the scenes can all affect the public’s opinion negatively.

I don’t think every social media platform is doomed to play through the e-cycle. The moment you remove the need for or drastically limit the patronage of B2B customers in the organization, you remove one crucial element from the equation. The same happens if you remove the need to create earnings growth, i.e. not become a corporation with a fiduciary responsibility to maximize profits. That’s why federated social media can probably only turn to shit because of the people who use it and not because a boardroom somewhere decided to squeeze the last bit of juice out of that lemon. That’s just life then but not per se enshitification.

So I think Facebook and Insta are good examples of enshitification. Reddit to an extent also. Twitter I think was a different story. It never got beyond a point where it was just great for the users. They didn’t make enough money from advertisers. They didn’t then turn their attention solely to their share prices with any success. They saw a sucker who was gonna pay billions for it and parachuted out. Twitter then became shit but because of its new owner, not because of this business cycle.

We tend to look at everything with nostalgia. Was the past not more fun? We cannot be trusted to judge this dispassionately.