The Symbiosis of Influeners and Social Media

Threads, Instagram, Facebook and TikTok are social media sites and apps rather than social networks. Their aim is not to promote conversations but rather to encourage likes, re-sharing and the cult of personality. It is for this reason that they have become less ‘sticky’ for normal ‘users’.

In the era of Seesmic around 2007 we had video conversations, and parties, and we met up at LeWeb in Paris and other events. We were a network of friends of friends who kept contact for years afterwards.

In contrast TikTok is a talent show where people use music and memes to create “community where no one knows anyone else. We know of them, but they don’t know us, and we don’t know them. We’re strangers to each other, rather than a real community.

When Instagram was young, and innocent it thrived for two reasons. The first is that it was fast to upload and share images. Within a second or two we could share photos with friends, from our daily lives. It was a complement to the conversations we were having on Twitter, Seesmic, and with in person tweetups, Seesmeetups and more.

Fast forward to when Instagram sold itself to Facebook and you see a shift, from a network of friends, to a focus on ads and influencers. Influencers are users of social media that want audience, and followers, rather than conversations.

In the nineties and early zeros (2000s) we had social networks where we talked on forums, chat rooms and other sites. Eventually as technology advanced and we could share photos and videos more easily there was a shift to “social media” with the arrival of Twitter, Facebook, Instagram and other sites.

It’s with the arrival of hashtags that utilitarianism took over and social networks became less sociable Social Media.

Around 2020, during the COVID pandemic and lockdowns “normal people”, in other words non-geeks without netiquette flooded Twitter, and Facebook, and other sites, and the small tight knit communities blossomed to become less inviting and less pleasant. I could elaborate but that is off-topic.

Threads and Instagram ‘Broadcasting’

For months now, when I look at instagram, Facebook, and Threads I don’t see conversations, and I don’t see posts by friends. I see posts by strangers, by influencers, by people that get my attention but never return it.

ROI for USers, not Influencers

Back in 2007 or so I remember thinking about the conversation of Return on Investment (ROI) for PR firms, celebrities and more. Back then I thought ‘but they forgot about the users of social networks, what about our ROI?’

The truth is that ROI on Facebook, Instagram, Threads, Twitter, TikTok and other sites, for normal users has been destroyed. I feel that even Bluesky lacks ROI for normal people.

Threads and Twitter Notification Spam

Aside from Threads and Twitter, now X, pushing spam content into my main timeline it also spams my notifications. It spams me with post suggestions in the place that should be reserved for human interactions.

It’s a sign that the sites and apps are sick, that they need the timeline, and notifications to spam us.

The Diminished Return on Investment

Today Threads, TikTok and other sites are focused on providing ROI to influencers, rather than social media communities. Social Media is no longer sticky, no longer engaging, no longer fun, no longer worthwhile.

Influencers and Social Media

When social media sites and apps were social networks they were fun and the ROI was great. That’s how I met plenty of people. That’s how I stayed in contact with people, That’s how I found work and more.

Today when I go to Instagram, wanting to see photos by friends I see posts by influencers that often ignore me and strangers.

To use an analogy. There was a time when Social media was like Cheers. You said “Good Morning everyone” and everyone said it back. Now you say it and you’re ignored.

While the influencer gets too many comments to respond to, we are greeted by silence.

And Finally

Social media sites should be social networks, where influeners are rare, and human interactions are common. If social media sites are focused on influencers, then we have no reason to stick around. If we have no reason to stick around then social media will have influencers talkign to each other but we will have left, for social networks, where community spirit is rewarded.

If social media sites are focused on influencers, then we have no reason to stick around. That’s why I want to find worthwhile social networks once more.