Eugene Wei’s “And You Will Know Us by the Company We Keep”

In my three pieces on TikTok, I wrote about how that app’s architecture is fundamentally different from that of most Western social media. TikTok doesn’t need you to follow any accounts to construct a relevant feed for you. Instead, it does two things.

First, it tries to understand what interests you by observing how you react to everything it shows you. It tries to learn your taste, and it does a damn good job of it. TikTok is an interest graph built as an interest graph.

Secondly, TikTok runs every candidate video through a two-stage screening process. First, it runs videos through one of the most terrifying, vicious quality filters known to man: a panel of a few hundred largely Gen Z users. Okay, yes, that’s not quite right. Anyone can be on this test audience for a video. It just happens, however, that TikTok’s user base skews younger, so most of the people on that panel will be Gen Z. Also, it’s a known fact that a pack of Gen Z users muttering “OK Boomer” is the most terrifying pack hunter in the animal kingdom after hyenas and murder hornets. If those test viewers don’t show any interest, the video is yeeted into the dustbin of TikTok, never to be seen again except if someone seeks it out directly on someone’s profile.

Secondly, it then uses its algorithm to decide whether that video would interest each user based on their taste profile. Even if you don’t follow the creator of a video, if TikTok’s algorithm thinks you’ll enjoy it, you’ll see it in your For You Page.

Recently, Instagram announced it would start showing its users posts from accounts they don’t follow. In many ways, this is as close to a concession as we’ll see from Instagram to the superiority of TikTok’s architecture for pure entertainment. …

It’s not that apps can’t be more fun when social, or that people don’t share some overlapping interests with people they know. We all care both our interests and the people in our lives. When they overlap, even better. It’s just that after more than a decade of living with our current social apps, we have ample case studies illustrating the downsides of assuming they are perfectly correlated. …

A classic example, though I don’t know if this still persists, is how Pinterest skewed heavily towards female users at launch, losing lots of potential male users in the process. This was a function of building their feed off of each user’s social graph. Men would see a flood of pins from the females in their network as women were some of the strongest earlier adopters of pinning. This created a reflexive loop in which Pinterest was perceived as a female-centric social app, which chased off some male users, thus becoming self-fulfilling stereotype. An alternate content selection heuristic for the feed could have corrected for this skew.

But again, this is a problem unique to Western social media design. In conflating the social graph and the interest graph, we’ve introduced a content matching problem that needn’t exist. I don’t get upset that my friends don’t follow me on TikTok or Reddit or what I think of as purer interest and/or entertainment networks. It’s very clear in those products that each person should follow their own interests.

Quote is out of order.