Social Media is Dead

Community is the next big thing

Dear Creative,

We have been fed a lot of crap from the technology companies. Social media isn’t helping creatives, and here is why. Let’s start with Social Media before 2010.

YouTube was amazing. It appeared on the scene, allowing creatives to post their work and gain subscribers/followers. These followers would see your new posts in their feeds. But things changed.

After 2010 and taking hold around 2012, social media companies began to realize they could make more money if they designed the apps to keep people hooked—scrolling through posts that were not what they signed up for but what was getting the most engagement—essentially digital crack. Are people watching it longer? Is the video creating a lot of comments (usually some political argument that isn’t good for anyone)? Enter the algorithm.

Now, when you post something, this happens.

ALGORITHM: Does it get eyeballs?

Yes - Show it to more people.

No - Stop showing it.