The Solitude of Social Media

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One of the unique things about Twitter in 2006 and 2007, especially during the first tweetups was that it was a network of strangers who became friends without meeting in person. The people I became friends with in 2006-2007 are still friends now, to some degree. I met them every week at tuttle events and tweetups.

At the same time Facebook was a network of friends from university, which then became friends from work, to friends from various activities. These were networks where, in the first case, you met new people, and in the second you consolidated personal friendships in the physical world online.

This morning I noticed a Fortune article titled ‘People are posting a lot less on public social media’: Creator economy investor says the old web is gone, replaced by ‘people who are professionally entertaining you’.

The entire reason for using social media is to connect with human beings, at a human level, and to develop friendships that go from the world wide web to the physical world. By being about influencers and other charletans Twitter, Instagram, YouTube, TikTok and other social networks become worthless because it’s the cult of the amateur supercharged. The Amateur who pays to create content for free, so that others can benefit is absurd.

When social media was about human beings connecting with each other, getting along, and then finding the desire to meet in person social media was a pleasant and friendly place to spend time. That’s where social media outshines other media. Social media was about connecting people. Social media was about multiplexing. Social media was about our social networks being our social net worth to use some of the marketing terminology of the time.

“creators thrive when brands are happy to pay them to create content on platforms they’re creating content on,” Lee says.” On paper this is fantastic. On paper dehumanist content creators are creating social media content creators on a platform that undercuts the sense of self, and friendships. Plenty of content on YouTube is sensationalist rubbish. They might get sponsors, and their content might be monetised, but the content is mediocre, at best.

Instagram thrived when it was a network of friends sharing photos with friends. It became absurd when it put forward the impersonal influencer.

The paradox is that I’m curious about a lot of things. If I had found YouTube videos that were worth watching, about certain products, I might have watched them, rather than surfed to articles and blog posts. One of the issues that I find with TikTok, YouTube and other platforms is that the content creators are long winded and disingenuous. They write clickbait titles to force you to watch their content, but in doing so they get me to do the opposite.

I’ve been surfing the web since the 90s so I have seen three or four decades of clickbait by now. I’m tired of the clickbait content. Influencers rely on clickbait tactics to get views, and I find this exhausting. I often browse YouTube for content, but within minutes I usually give up. Everything is sensationalist clickbait.

Most reels on Facebook, Instagram and YouTube are awful tabloid crap.

“The reason people follow social media creators, the reason they bother, is partly because of the authenticity,” Kaletsky says. “There’s nothing in the world that’s less authentic than an AI-generated character. So it sort of defeats the point in many ways.”
Social media Fortune article

That’s precisely why I switched away from Social Media. Sensationalist clickbait is not honest. Sensationalist clickbait is not genuine. Social media is so busy getting algorithms to push rubbish upon us that they forget that the reason we use social media is to see what people we know are doing, rather than strangers. The issue is that algorithms are showing content by strangers. That’s not influence. That’s clickbait. that’s spam. That’s irrelevant.

The entire raison d’être of social media is to be a way to see what your network of friends are enjoying and what they think of things. It’s about engaging online, and desiring to do things offline. By keeping people isolated social media is undercutting its entire reason for existing. Why should I use YouTube or Instagram if I am shown irrelevant content?

If I want to know what strangers think, I have the open web. I have search engines, and I have news sites. Since the death of Twitter I find myself blogging more, reading more articles, and doing other things. I reverted to pre-social media habits.

Social media had a reason for being, when it reduced isolation and connected people. Paradoxically Facebook groups do that. I have a deep dislike of Facebook, but that’s where it feels like I could still find an offline community that could lead to in person meetings.

And Finally

I’m tired. I am tired of reading about how influencers are being put forward. I am tired of seeing articles about how influencers are having to keep social media companies happy. I am tired of never seing articles about how social media companies ignore the Return of Investment for ordinary users. One of the consequences of this focus on ROI for “influencers” is that influencers use Mastodon and the Fediverse in the same manner, diminishing the ROI of being on Mastodon instances. The focus should be on connecting people.