This is a pretty good article. I think the author dances around it a bit but gets it: it’s all about investors wanting infinite growth.
Think about it this way- if ad-supported social media isn’t profitable (which seems to be the case) and constantly requires VC cash to stay afloat, really the customers of the product are the investors. The cult of “line go up” demands that engagement be constantly increasing, which means that it’s effectively impossible nowadays to have a social media site focused on creating a vibrant active community. Community equals steady traffic and engagement once it hits its stable point. That’s just not good enough.
It really explains why every site is trying their hardest to become TikTok- short, relatively cheap to host video clips that press the dopamine button and get users addicted to the service. Add an endless feed to keep users hooked, and you have a recipe for maximum engagement. It’s the best bang for the Buck from an investor perspective.
And the fact the author dances around an idea is why I hate reading articles online or watching YouTube videos. They need to drag the content as much as possible to maximize profit. In a 10 minute video they can push more ads, the same way that in a 10 paragraph article they can push more ads in between paragraphs or on the sides.
I think this quality of content problem vs monetization isn’t exclusive to social media.
It’s an interesting problem, because I do love a good long read, but sometimes sometimes it’s better to not “bury the lede” and just come right out and say the thing.
This is a pretty good article. I think the author dances around it a bit but gets it: it’s all about investors wanting infinite growth.
Think about it this way- if ad-supported social media isn’t profitable (which seems to be the case) and constantly requires VC cash to stay afloat, really the customers of the product are the investors. The cult of “line go up” demands that engagement be constantly increasing, which means that it’s effectively impossible nowadays to have a social media site focused on creating a vibrant active community. Community equals steady traffic and engagement once it hits its stable point. That’s just not good enough.
It really explains why every site is trying their hardest to become TikTok- short, relatively cheap to host video clips that press the dopamine button and get users addicted to the service. Add an endless feed to keep users hooked, and you have a recipe for maximum engagement. It’s the best bang for the Buck from an investor perspective.
And the fact the author dances around an idea is why I hate reading articles online or watching YouTube videos. They need to drag the content as much as possible to maximize profit. In a 10 minute video they can push more ads, the same way that in a 10 paragraph article they can push more ads in between paragraphs or on the sides.
I think this quality of content problem vs monetization isn’t exclusive to social media.
As always, the problem is advertising capitalism.
It’s an interesting problem, because I do love a good long read, but sometimes sometimes it’s better to not “bury the lede” and just come right out and say the thing.