The Scoop: BuzzFeed CEO plans to challenge algorithm-driven social media
Also: AP says White House banned reporter over Gulf of Mexico name; Duolingo kills off owl mascot in campaign stunt.
BuzzFeed CEO Jonah Peretti announced plans to launch a new social media platform aimed at restoring “the internet we love.”
In a 2,800-word “manifesto” released Tuesday, Peretti outlined his vision for an app that uses AI to give users more control, rather than taking it away through the use of deep thinking and recommendation algorithms.
Peretti specifically targeted TikTok and Meta, criticizing their focus on tech over human judgment. He argued this approach has led to content designed to maximize user addiction through what he calls “SNARF” – “Stakes, Novelty, Anger, Retention and Fear.” Through this lens, he said, “MAGA and ‘woke’ are the same thing” as they both are versions of political ideas that spread through raw negative emotion, outrage and novelty.
“The news stories and journalism that break through aren’t the most important stories, but rather the stories that can be shaped into SNARF. This is why it seems like every election, every new technology, every global conflict has the potential to end our way of life, destroy democracy, or set off a global apocalypse!”
By comparison, Peretti emphasized that his yet-to-be-named platform would prioritize joy and creative expression.
Why it matters: Algorithms rule social media today.
These back-end codes determine what content users see and interact with. They analyze vast amounts of data to personalize feeds, prioritize certain posts and maximize user engagement – and company profits.
Without its recommendation algorithm, TikTok is really just a vehicle for sharing videos. The algorithm is so powerful, in fact, a U.S. buyer of TikTok wouldn’t acquire the code in a potential sale. The algorithm is central to the U.S. government’s argument that TikTok presents a national security risk.
If platforms shift from algorithms that prioritize engagement metrics such as likes, shares and comments, there could see a move toward more intentional content curation, Peretti believes.
This might reduce the spread of misinformation and reduce the harmful effects of echo chambers. Doing so might also give users more control over what they see in the feeds. But switching up these algorithms could also pose challenges for platforms and content creators heavily reliant on virality and engagement to drive revenue.
Peretti’s comments may be a sort of rallying cry for change – and possible one that’s needed. But in the interim, it may be important to start evaluating your content and thinking about how, and why, it’s drawing those engagement those figures. Look deeper into whether you actually have a loyal fan base or if you’re just getting lucky with a viral hit every now and then. Are you able to turn those users into dedicated fans or are you simply relying on lucky hits to generate traction?
If you want to find out more about Peretti’s upcoming social media site, you can do so on the BuzzFeed website.
Editor’s Top Reads
- The Associated Press says the White House blocked one of its reporters from attending an Oval Office executive order signing on Tuesday because the outlet has refused to adopt President Donald Trump’s renaming of the Gulf of Mexico to the Gulf of America in either its reporting or its stylebook. The AP said it was told that not using the administration’s terminology would result in restricted access. “Limiting our access to the Oval Office based on the content of AP’s speech not only severely impedes the public’s access to independent news, it plainly violates the First Amendment,” executive editor Julie Pace told CNN. The Trump administration has not commented. If true, this move underscores the president’s willingness to retaliate against those who disagree with him. Recently we’ve seen tech companies like Meta attempt to align with Trump to make up for disagreements in the past. This situation with the AP is different, though. It’s not just personal; it’s the government denying access to a media outlet based on reporting “PR professionals must navigate today’s charged political climate with precision as every word typed or spoken can become a political flashpoint. While careful messaging has always been essential, the stakes have never been higher.”
- Duolingo’s beloved owl mascot, Duo, has “died” in a viral marketing campaign. To mark the occasion, Duolingo updated its social media profile pictures and app icon to show Duo with Xs for eyes. “Tbh, he probably died waiting for you to do your lesson, but what do we know.” Duo started as a simple mascot reminding users to practice but evolved into a “wholesome and unhinged” internet sensation fueled by memes and brand interactions from social media users. Brands work hard to establish an identity but really, what matters is how it resonates with the audience. Given the popularity of the owl, it’s unlikely this is actually the end of the road. But the stunt is already garnering both social media buzz and traditional media coverage, which will mean more eyes on the inevitable big reveal when the company resurrects Duo or reinterprets him.
- A federal judge ruled that Ross Intelligence, a now defunct legal-research firm, violated copyright law by using Thomson Reuters’ content to develop an AI-based legal platform. This decision marks the first U.S. ruling on AI-related fair use in copyright disputes. Since the rise of generative AI, tech companies have employed the fair use argument to defend their unauthorized use of copyrighted material from artists and news outlets alike. As part of his ruling, Circuit Judge Stephanos Bibas stated that Ross “meant to compete with Westlaw (owned by Thomson Reuters) by developing a market substitute.” If upheld, the ruling could set a precedent with major implications for AI companies. Wired reported that dozens of AI-related copyright cases are currently making their way through U.S. courts, with more worldwide. These court cases could change or even end LLMs that used training material without proper material. It also potentially puts organizations that use this content at risk of legal retaliation. Proceed carefully.
Casey Weldon is a reporter for PR Daily. Follow him on LinkedIn.
I found this article to be very interesting. BuzzFeed is such a successful household name in social media, it’s proven its reputation by remaining relevant through years of changing trends. I am interested to see the performance of this platform, as by rejecting the addictive, algorithm-driven model that prioritizes these SNARF objectives, it looks to create a space where users have more control and joy becomes central again.-Abby Cope, Platform Magazine Writer/ Editor