This shift has profound implications for creators. To succeed in an algorithm-driven system, they must produce work that not only fits the platform’s criteria but also generates consistent engagement. The pressure to conform stifles originality, creating a homogenized cultural landscape. Even when exceptional works do emerge, they are often drowned... See more

Whilst contemplating this situation, my colleague Tom pointed out what I feel is the crux of the issue. TikTok has become the platform for algorithmic recommendation. The general sentiment among anyone I know is that TikTok, more than YouTube, and certainly more than Instagram et al, is phenomenally good at recommending things to you.

The crucial di... See more