It’s hard to remember a world without Likes, isn't it? Facebook first introduced the little thumbs up just over a decade ago. Perhaps coincidentally, perhaps not, they experienced significant growth after introducing the Like button. It was also a key component fueling Facebook’s algorithms by enticing users to share their own content—and more importantly—enticing them to stay on the platform. Psychologically, Likes play into our innate need to be part of a group. The Like button brought us a new way to quantify our belongingness, and our brains were conditioned to anticipate the positive affirmation from our online “friends.” Essentially, Facebook created a feedback loop that makes the platform very, very sticky.
Unfortunately, Likes have also become a kind of public scorecard, making it clear to you—and the rest of the world—how popular your posts are. While the tech world’s motivations in creating these features are certainly questionable, I don’t think that Facebook or Instagram foresaw the ripple effect they would have. With Likes came a mounting social pressure and a devastating ability to compare ourselves to others. Having the perfect photo or video became an imperative, and anything that didn’t garner enough Likes became a liability. That's why many young users delete posts that don’t hit their Like threshold. This phenomenon represents a troubling trend for Instagram, because it translates into a decline in user-generated content. Their official story is that they want to make the platform healthier for users, but forgive me for questioning their motivations.
At the end of the day, Facebook and Instagram are very invested in the content their users generate—so they’re incentivized to create a friendly environment where you feel free to post. Instagram introduced Stories largely to address their declining UCG, and my guess is that the “private like count” feature has similar motivations. They have one goal, and that’s to continue to grow their user base. Ironically though, this might be one time that the platform releases a feature with an unintended consequence that could be net-positive for our mental health.
A deeper dive
Here are a few helpful resources in case you want to really dig into today's topic:
There was a double-digit increase in monthly active users on Facebook from 2009 to 2011, and average quarterly growth for this period was a whopping 17 percent. The company hasn’t seen user growth that significant since. There may be other things that contributed to this meteoric growth, including network effects, but the Like button definitely played a part.
According to author David Brooks, tech companies understand the role of dopamine surges perfectly well. He writes, “[T]hey lace their products with ‘hijacking techniques’ that lure us in and create ‘compulsion loops.’” Facebook’s founding president Sean Parker confirmed this assertion, stating bluntly, “The inventors...understood this consciously. And we did it anyway.”
TL;DR
Too long; didn't read. It shouldn't be a full-time job to keep up on industry news, so here is a mercifully quick summary of some other notable developments:
TikTok is in hot water with the European Consumer Organization BEUC, which filed a complaint with various allegations that it hopes the European Commission will investigate. According to BEUC, the social media platform is potentially exposing children and teens to harmful content and could be violating General Data Protection Regulations. Monique Goyens, Director General of BEUC, says that “children love TikTok but the company fails to keep them protected. We do not want our youngest ones to be exposed to pervasive hidden advertising and unknowingly turned into billboards when they are just trying to have fun."
Lots of families have been spending more time watching TV together during the pandemic. And according to the Washington Post, if you've been watching edgier shows than normal, you're not alone. They spoke to some experts about how to assess shows with your kids—and most importantly—how to talk about adult content when it comes up. Their advice? Hit the pause button whenever things get dicey and show that you're willing to answer questions.
And lastly
Here are a few more pieces of original writing from me and my team—just in case you're keen for more:
Likes are just one of the ways that social media poses a threat to our kids' wellbeing. The Kinzoo team makes a case for why children—and adults—need a different kind of tech platform to help them connect with each other.
When kids do end up on social media, they need guidance and help in order to navigate it with confidence. We talked with social media consultant Jesse Miller, who shared his advice for kids and parents.
Okay, that's it from me until next week. If you enjoyed this newsletter, and know of another parent who would as well, please feel free to forward it along.