All about social networks

But digital media hasn’t become the antidote to television. Digital media, empowered by the serum of algorithmic feeds, has become super-television: more images, more videos, more isolation.

When I say “everything is turning into television,” what I mean is that disparate forms of media and entertainment are converging on one thing: the continuous flow of episodic video.

But the internet’s history suggests that, if these products succeed, they will follow what Ben Thompson calls the 90/9/1 rule: 90 percent of users consume, 9 percent remix and distribute, and just 1 percent actually create. In fact, as Scott Galloway has reported, 94 percent of YouTube views come from 4 percent of videos, and 89 percent of TikTok... See more

Social media has evolved from text to photo to video to streams of text, photo, and video, and finally, it seems to have reached a kind of settled end state, in which TikTok and Meta are trying to become the same thing: a screen showing hours and hours of video made by people we don’t know. Social media has turned into television.

When a platform is designed to suppress your reach while amplifying extremists, staying isn’t pragmatic. It’s masochistic.

This all fundamentally misunderstands the nature of power on these platforms. Success on social media is about building community. And you can’t build community if someone else has all the control over how that community works.