Renault’s lack of sales from RTÉ sponsorship, Intel and state aid, and why Digicel ‘mainly’ hires culchies
This is the result of the TikTok-ification of social media. On TikTok, videos are not designed to connect existing contacts. They are content consumed by the biggest crowd possible. One strange result of this is that the algorithm can produce a weird form of anonymity. You will sometimes hear TikTok creators preface particularly personal videos with: “if you know me — no you don’t”. The intended audience is strangers.
This is why Threads looks the way it does, with brands and well-known accounts promoted heavily. It is the reason Musk split Twitter’s timeline in two and added an algorithm-based “For You” feed when he bought the company. It is why Snapchat has added creator content to more parts of the app, including the map, and why a feed of chronological posts is no longer the default on Facebook.
Social media has had a fractious relationship with news, blaming it for negativity and unwanted controversy. Meta created the Facebook Journalism Project in 2017 but has repeatedly said it may opt to remove news. Executive Adam Mosseri, who heads up Threads, says the new app will not do anything to encourage politics and “hard news”.
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