We've seen a 'TikTokification' of social media over the last few years, says NYU's Joshua Tucker

Key Concepts

• TikTokification of Social Media: The shift in social media platforms towards algorithm-driven feeds, prioritizing engagement and moving away from reverse chronological and friend-based content.
• Engagement-Maximizing Algorithm: Algorithms designed to keep users on a platform for as long as possible by showing them content they are likely to interact with.
• Ad-Based vs. Subscription-Based Models: The fundamental difference in how social media and AI companies generate revenue, impacting data privacy, access, and potential inequalities.
• Transparency in Algorithms: The need for greater visibility into how social media algorithms function and the data they utilize.
• The Consumer as the Product: The concept that in an ad-based model, user data is the commodity being sold to advertisers.
• Freemium Model: A business model, particularly in AI, offering basic services for free and charging for premium features.

The Social Media Addiction Case & Future of Platforms

The discussion centers around Mark Zuckerberg’s upcoming testimony in a landmark case concerning social media addiction against Meta and YouTube. Joshua Tucker, Co-Director of the NYU Center for Social Media and Politics, provides insights into the evolution of social media and its potential future. The conversation highlights a tension between looking backward at past harms (the focus of the current case) and projecting forward to the changing landscape of social media.

The Evolution of Social Media: From Reverse Chronological to Algorithmic Feeds

Tucker explains that social media has undergone a significant transformation in the last 15 years, a process he terms the “TikTokification of social media.” Originally, platforms were characterized by three key features: text-based content, reverse chronological feeds (showing posts in the order they were published), and content from chosen connections. TikTok disrupted this model by introducing an algorithm-driven feed designed to maximize user engagement. Other platforms, like Facebook and Instagram, subsequently adopted similar algorithms, shifting away from showing users only content from those they followed to presenting a broader range of content based on predicted interests. This shift involved moving away from a potential inventory of content limited to followed accounts to the entire platform’s content base.

The Ad-Based Model vs. Subscription-Based Models: A Core Debate

A central argument revolves around the fundamental business models of social media versus emerging AI companies. Tucker posits that social media’s reliance on an ad-based model inherently prioritizes data collection to better target advertisements. This model aims to create a platform people want to use to gather information about them. In contrast, many AI companies are currently adopting a subscription-based model (or a “freemium” model, offering basic access for free and charging for advanced features). OpenAI is noted as an exception, potentially moving towards an ad-based model in the future. This difference in models, Tucker argues, is “cardinal.”

Democratization of Access vs. Information Inequality

A strong counter-argument is presented, asserting that the ad-based model democratizes access to these platforms. The speaker contends that a subscription-based model could exacerbate existing inequalities, limiting access to information and even basic facts for those who cannot afford it. This is particularly concerning in the context of AI, where limited access could create a “completely different planet” for those unable to subscribe. The speaker emphasizes the potential for devastating consequences to the country if access to information becomes stratified based on economic status.

The Consumer as the Product & Transparency Concerns

The discussion acknowledges the inherent trade-off in the ad-based model: users become the product, with their data being sold to advertisers. However, the speaker also recognizes the immense popularity and global reach of social media platforms, highlighting the benefits of open access. Tucker, if given control of Facebook and Instagram for a day, would prioritize transparency regarding the algorithms used by these platforms. He argues that these companies are “too big and too powerful” to be the sole possessors of the data they generate, advocating for greater external scrutiny and understanding of how these algorithms function. He emphasizes that understanding what is happening on the platform – specifically, within the algorithm – is crucial.

Logical Connections & Synthesis

The conversation flows logically from the immediate context of the legal case to a broader examination of the evolution of social media. The debate between ad-based and subscription-based models serves as a key connecting thread, highlighting the trade-offs between accessibility, data privacy, and potential inequalities. The discussion emphasizes the need for a nuanced understanding of these models and their implications for the future of information access and societal well-being.

The main takeaway is that the current legal case, while focused on past harms, is occurring during a period of significant transformation in the social media landscape. The rise of algorithmic feeds and the emergence of new business models in the AI space necessitate a critical re-evaluation of how these platforms operate and their impact on society. Greater transparency and a careful consideration of the potential consequences of different revenue models are essential for ensuring a more equitable and informed future.