Social media news this week – BuzzFeed aims to disrupt social media with its ‘Island’ platform. The digital media giant, known for its viral content, aims to move boldly into the social media arena.
Led by CEO Jonah Peretti, BuzzFeed is developing its platform, tentatively named ‘Island’ to combat the negative impacts of existing social networks. This marks the first time a major internet-born company has attempted to create its own social app.
Snarf Content
Peretti argues that current social media algorithms, optimised for engagement above all else, incentivise ‘SNARF’ content: sensational, novel, anger-inducing, retention-hacking, and fear-provoking. He contends that this focus on maximising user time leads to addictive platforms that prioritise emotional responses over valuable content, contributing to societal division.
BuzzFeed’s ‘Island’ aims to offer a different experience. Peretti envisions a platform with human curation, emphasising quality stories and countering negativity with humour and playfulness. The platform will leverage AI to empower users rather than exploit them, focusing on trends, hidden gems and entertainment without sacrificing mental well-being. It will also incorporate content from BuzzFeed properties like HuffPost and Tasty, creating a centralised app experience.
Scarce Details
While details remain scarce, Peretti suggests ‘Island’ will prioritise community, joy and humanity. He acknowledges the challenge of balancing engagement with responsible content curation. Whether ‘Island’ can truly disrupt the established social media landscape remains to be seen, but its innovative approach and focus on positive user experience will make it a platform worth watching.
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