Imagine that you came up with something amazing to share with people. Let’s pretend that you created the most amusing video in the world. Or came up with the funniest joke anyone has ever heard. Or maybe you have just experienced something remarkable that millions of people would want to know about. Or let’s assume you took a photograph that would blow people’s minds. Or perhaps you have just composed the catchiest tune ever.
You might think that social media is where to go to share this very cool thing, and watch it go viral. And, in fact, that happens on Twitter and a few other platforms. I’m not always right in forecasting which things I post will go viral, but a few times every year I will share something on Twitter that grabs people’s attention so much that it gets tens of thousands of retweets and likes. Millions of people might see it.
That’s what going viral is all about.
Now here’s the kicker. I put up that same item on my Facebook author’s page, and the company will actively work to prevent people from seeing it. And adding insult (a company specialty), they will send me an alert telling me: This post could go viral if you pay us money for promoting it.
At first glance, this just seems another way to maximize profits. And who can blame Mark Zuckerberg for wanting to get a few more dollars in his bank account? Let’s feel some pity for a guy who just lost $100 billion.
But the real devastating part of this story is that Facebook is actually preventing users from sharing the funniest joke in the world. Facebook actually hates seeing some videos go viral, even if they are the most amusing things on the web. Every day they work to prevent folks from seeing a mind-blowing photo — and many other things that can’t be monetized.
This can’t be good for the user experience. This can’t be what users want, or what they would tell the company in a focus group or via market research.
And it certainly can’t be good for business.
So I’m amused when I hear how Facebook is envious of TikTok, which has much superior user engagement. Well, duh. Of course TikTok has greater engagement — that’s because Facebook has put systems in place to prevent entertaining things from going viral. They are now scrambling to work around this tiny detail, but they won’t succeed.
I’ve reduced my Facebook posts by at least 70%, and this was the main reason. I can’t be the only person who has responded in this way.
It’s not in the company’s DNA to promote interesting things on its platform. That’s why I wasn’t surprised when Facebook’s recent attempt to imitate Substack collapsed in total failure. I knew that would happen on day one — because Facebook will never let writers go viral on the platform. Mr. Z. wants to get paid before anything goes viral, and that’s the exact opposite of Substack’s successful formula — which rewards the creator more than the platform.
When Facebook initially launched this touted publishing platform, somebody asked me what I thought about it. “Facebook has the power to give a writer access to millions of readers,” I replied, “but they will never let it happen. The entire internal structure of the company is designed to prevent this.”
The speed of the collapse, however, was surprising. Facebook announced the launch of Bulletin on June 29, 2021. Facebook announced the termination of Bulletin on October 4, 2022.
Even King Henry VIII’s wives lasted longer than that.
Ted Gioia, “How Web Platforms Collapse”, The Honest Broker, 2022-12-05.
March 14, 2023
QotD: Facebook’s entire structure is designed to prevent information “going viral”
Filed under: Business, Media, Quotations, USA — Tags: Facebook, Fail, SocialMedia, Twitter — Nicholas @ 01:00
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