Social media increasingly seem to revolve around sensation and addiction. Every new app promises something better, but ultimately proves to be dependent on algorithms that prioritize engagement above all else. BuzzFeed, known for its viral content, is now taking a different approach with its own social platform.
Response to negative algorithms
Under the leadership of Jonah Peretti, BuzzFeed is working on a network that counters the harmful effects of AI-driven algorithms. According to Peretti, deep-learning AIs are designed to keep users on a platform for as long as possible. This results in content being selected not based on quality, but on how addictive it is. In particular, content that evokes fear and anger receives a boost, as it elicits the strongest emotional responses.
Buzzfeed as a Countermovement
It is notable that BuzzFeed itself has benefited from this strategy for years, with catchy headlines and Facebook-optimized content. However, Peretti now acknowledges that the system no longer works and that users are craving something new. Therefore, BuzzFeed aims to create a network where human curation plays a larger role and valuable stories receive attention, without the familiar addiction mechanisms.
Impact on Social Media and Businesses
If BuzzFeed succeeds, this could signify a shift in how social platforms operate. Companies and marketers that currently rely on algorithms may need to reassess their strategies. A platform that no longer caters to the most extreme emotions could shift its focus to authentic and relevant content. The question is whether users and advertisers are willing to make this transition.