TikTok and the Fall of the Social-Media Giants

The era of social-media monopolies has been unhealthy for our collective digital existence. The Internet at its best should be weird, energetic, and exciting—featuring both homegrown idiosyncrasy and sudden trends that flash supernova-bright before exploding into the novel elements that spur future ideas and generate novel connections.

This exuberance was suppressed by the dominance of a small number of social-media networks that consolidated and controlled so much of online culture for so many years. Things will be better once this dominance wanes.

In the end, TikTok’s biggest legacy might be less about its current moment of world-conquering success, which will pass, and more about how, by forcing social-media giants like Facebook to chase its model, it will end up liberating the social Internet.

I saw Cal reference this article in his most recent post, and I’m glad he mentioned it because I must’ve missed it a couple years back.

I have been grossed out by TikTok’s blatant predatory behavior ever since hearing how their algorithms work.

Sure, most major social media companies have resorted to similar tactics, but there was something brazen about the way TikTok does it which feels egregious.

Cal’s analysis seems spot on to me. TikTok represents what happens when you’ve won the race to the bottom, or when the dog catches the tire.

As soon as you’ve got the thing, what else is there to do? Where else is there to go?

It’s all sizzle and no steak.

I’m sick of having my attention stolen from me under the guise of “connectedness.”¹ Real connections require compromise, empathy, and growth. Sure, I get some dopamine hits when I see a funny or enraging video, but I don’t seem to get much else.