Channels with Peter Kafka BuzzFeed wants to build a… social network?
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Feb 12, 2025 Jonah Peretti, CEO and founder of BuzzFeed, shares insights on his vision for a new social media platform aiming to foster positivity online. He discusses the concept of SNARF—emotion-driven viral content—and its impact on user experience. The conversation dives into the sensationalism in media, tracing its historical roots and questioning AI's role in content quality. Peretti reveals plans for 'Island', a community-centric platform designed to counter negativity. He also reflects on BuzzFeed's evolution into a creator-driven platform amidst strategic shifts.
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SNARF: Stakes, Novelty, Anger, Retention, Fear
- Social media platforms have evolved from connection-focused to profit-driven.
- This shift, combined with advanced AI, promotes negative and addictive content.
AI and Human Agency
- AI-powered platforms exploit human tendencies towards negativity, undermining agency.
- This replicates pre-internet media patterns but with amplified addictiveness.
BuzzFeed's Resistance to Snarf
- BuzzFeed resisted creating negative content despite its effectiveness on platforms.
- The internet has shifted from a "beer and wine era" to a "crack and fentanyl era."