The End of Social Media and the Rise of Recommendation Media

Professional media will turn to recommendation media

The above problems with social media in turn generate massive costs for platforms, in the form of gigantic moderation teams made of tens of thousands of people, severe damage to platforms’ brands, and openings for competition to find more efficient means for distributing content. And no platform has been better at exploiting the weaknesses of socia... See more

A better consumption experience

In recommendation media, content is not distributed to networks of connected people as the primary means of distribution. Instead, the main mechanism for the distribution of content is through opaque, platform-defined algorithms that favor maximum attention and engagement from consumers.

Given the strength of recommendation media platforms like TikTok and YouTube, and the way traditional social media platforms are chasing them, it seems likely Professional Media platforms (such as Netflix) may try to follow suit (in fact, Netflix’s co-CEO, Reed Hastings, may have even foreshadowed this when he famously stated that his biggest compe... See more

Enter recommendation media

Less trust and safety risk

This has a second order effect of driving massive growth to the original platform. As an example, each time content from TikTok is shared on Twitter, a user who wants to consume that content clicks through to consume it on TikTok. This not only drives engagement on TikTok, but when the content consumer isn’t already a user of TikTok, it drives new ... See more

Massive growth potential for platforms