Stratechery Instagram, TikTok, and the Three Trends
Aug 16, 2022
Delve into the evolution of social media, where platforms like Twitter and Facebook present competing models for user engagement. Discover how the shift from newsfeeds to algorithm-driven recommendations is reshaping content distribution, illustrated by Kylie Jenner's influence. Explore Instagram's battle against TikTok, focusing on the need for immersive experiences powered by AI. Finally, contemplate the challenges of nurturing new talent amid a digital backdrop that favors collective creativity over individualism.
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Twitter's Value Proposition
- In 2010, Ben Thompson presented on Twitter's value proposition: finding anything in real time.
- He demonstrated by showing the audience how to unfollow him, emphasizing active feed management.
Convenience and Facebook's Newsfeed
- Convenience trumps all in consumer products; Facebook's digitized social graph was its growth hack.
- Users initially rejected Facebook's newsfeed, but their revealed preference proved they liked it.
Instagram's Shift to Video and Recommendations
- Instagram, like Facebook before it, is prioritizing video and recommended content.
- Despite user pushback, Instagram, led by Adam Mosseri, is committed to this shift, albeit temporarily scaled back.