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Social Media’s Broken Value System
Measuring the value of online content is difficult. Social media platforms currently only base content value on the number of views, likes, and shares, which doesn’t consider many of the more nuanced value viewers find in online content.
Due to the influence of recommendation algorithms, creators are often compelled to produce sensationalized content in order to drive more views and earn more revenue. This pressure is present across all forms of media, including videos, news articles, and podcasts. As a result, creators may opt for simpler content or conform to popular narratives, rather than exploring deeper subjects or adding intricate details.
The main issue is that social media systems prioritize keeping viewers’ attention for as long as possible, which can mean neglecting quality content. Algorithms prioritize engagement and views over other important factors like discovery, education, differing perspectives, and understanding.
Some companies like ***Patreon***, ***Substack***, and ***Curiosity Stream*** address this gap by offering subscriptions for exclusive content from creators. However, they still do not address the problem of algorithmic incentives on creators.
Startups like ***CrossThread.io*** are also exploring crowdfunding models that give viewers a direct way to support the creators and ideas they value most. This approach values content based on viewer preferences, not just views. It creates a more collaborative relationship between creators and viewers and allows creators to earn money producing the content that they and their fans are passionate about.
It is crucial that we explore new models for how we consume and create online content. The current system, in which creators rely heavily on advertising dollars, is not sustainable in the long-term. We must find alternative ways to support creators that are not solely based on ad revenue, in order to ensure that the content we amplify is of the highest quality and truly enriches our lives.
It’s also important to consider the impact of algorithms on the content creation and distribution, since it is becoming more and more influential. By giving the viewer more power to shape the content they see, we can help break the cycle of sensationalism and ensure that the content we consume truly enriches our lives.
What changes do you think are needed in the social media landscape?
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1 Reply
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I don’t even know where to start.
If you think view, likes and shares are the only KPIs the algorithm takes into consideration, I have to disappoint you. CTR, retention, other videos watched, google history, location tracking all play a part and probably a lot more hidden elements. It also differs from platform (push or pull).While the sensationalizing of topics has become more common there are still successful educational channels out there.
One thing you didn’t touch on is why we are where we are. You mentioned the platforms and the algorithms. What about the advertisers? And more important what about the users?
Have you put the user in the middle for one? When do people check their social media? The founder of buzzfeed once said: bored at work, bored in line. Most social media use age comes in social situations where you don’t have a lot of time and often times can not view content with audio. I won’t be clicking on a 23 minute educational video about the universe, but I might enjoy a short 45 second video of Hank Green explaining a single phenomenon. -
The game is the game; what you control is how you play and how you determine when you’ve won. The first step is understanding that you have no control over the users or the social corporations and their algorithms. What you can control is your work and how you measure success. What’s noteworthy about some of the products you mention is that they give creators more control over their success. The success of a Substack is in large part determined by the subject covered by the newsletter, the writing and how it’s promoted. You can then measure success in subscribers and open rate (although the latter is certainly a challenge thanks to iOS15), instead of metrics controlled by algorithms, and set your goals based on comparable newsletters and what you need to be sustainable. So you can use Substack and be less reliant on using social metrics for success. If you’re going to measure success based on social exposure, you’ll always be subject to the whims of the social corporations.
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OP, can you explain more?
“This approach values content based on viewer preferences, not just views.”
How are the preferences measured?
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