A trilogy of sorts
How changes get made
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And so, when Instagram tries to poach marketshare from TikTok through Reels, the algorithm often misinterprets what we want when watching short-form videos. Every ad I get on Instagram totally nails me, but every Reel I’m shown is equally as off-base. Even Youtube, which shares the same overarching content primitive as TikTok—i.e. video—can’t seem to get it right with Shorts. With the obscurity of data across centralized social networks, TikTok will always know who I am as a short-form video content consumer better than anyone else.
Nathan’s latest essay in the Every brings up structural platform decline as one of the main drivers of network churn. Twitter is fragmenting, and onchain fractal platforms are stepping up in response—fragmented platforms with very distinct cultures, who draw entirely separate social crowds. The new “downtown” won’t look like Twitter, true, but there will only be a few platform-cities that reach the same relative scale as Twitter.
Power might be shifting towards the edges; market share will not.