The digital landscape collectively sighed this week as BuzzFeed announced its plans to develop yet another social media platform. While innovation should always be welcomed, one can’t help but wonder: in an already overcrowded social media ecosystem, is this really what users are asking for?
Millions of content creators and the social platforms need to please the AI algorithms to get any traction in their content.
Jonah Peretti, founder of BuzzFeed writes, “SNARF stands for Stakes/Novelty/Anger/Retention/Fear. SNARF is the kind of content that evolves when a platform asks an AI to maximize usage. Content creators need to please the AI algorithms or they become irrelevant. Millions of creators make SNARF content to stay in the feed and earn a living.”
He continues “BuzzFeed will provide human curation of the best of the internet, providing an alternative to algorithmically recommended SNARF.” Read more about why Jonah feels we need a new social network here.
The Overwhelmed User Base
Many of us are already juggling multiple social media accounts like digital plates in a circus act. Between Instagram’s ever-changing algorithm, TikTok’s endless scroll, and the constant debate over X’s (formerly Twitter) direction, most users haven’t even scratched the surface of their existing platforms’ capabilities. The average person uses only about 20% of their current social media platforms’ features, according to recent user behavior studies.
The Political Divide in Social Media
The fragmentation of social media has already created distinct ideological bubbles. Bluesky, born from Twitter’s former leadership, has become a haven for progressive voices and tech-savvy early adopters. Meanwhile, X has evolved into a platform that increasingly caters to conservative viewpoints under its new ownership. This polarization raises an important question: does launching new platforms solve our communication challenges, or does it further divide us into even smaller echo chambers?
The Business Dilemma
For businesses and content creators, the proliferation of social platforms presents a particular challenge. The age-old marketing wisdom of “fish where the fish are” becomes complicated when the fish are swimming in dozens of different ponds. The key isn’t to be everywhere – it’s to be where your audience engages meaningfully. A local conservative-leaning business might find more traction on X, while a progressive nonprofit might resonate better with Bluesky’s user base.
BuzzFeed’s Challenge
BuzzFeed’s entry into this space feels less like filling a void and more like adding another voice to an already noisy room. While their expertise in viral content and understanding of internet culture could bring something unique to the table, the fundamental question remains: what problem are they solving that existing platforms haven’t addressed?
The Future of Social Engagement
As we watch this space develop, perhaps the most pressing question isn’t whether we need another social network, but rather how we can better utilize the ones we already have. In an era where digital fatigue is real and attention is our scarcest resource, maybe it’s time to focus on depth rather than breadth in our social media engagement.
The Bottom Line
For BuzzFeed, the challenge won’t just be building another platform – it will be convincing an already overwhelmed user base that they need to add yet another app to their digital daily routine. In a world where even tech-savvy users struggle to keep up with their existing networks, that might be the highest hurdle of all.
