Influencers who have been at the mercy of SNS algorithms start fighting back. Meta, who made YouTube profitable?

Content creators who have been seized life and death by SNS companies. Recently, however, there have been signs of a change in this balance of power.

Callie Tiffaw, 33, a New Orleans artist and content creator, had previously found success with a niche Instagram account.

I made an account about 7 years ago. To get your meme out to a lot of people. He could have made some pocket money selling T-shirts, but that wasn’t his goal. Help body-conscious plus-size people find a companion they can feel confident in and empathize with. This was Tifau’s goal.

By all measures, Tifau has succeeded in doing so. He has 25,000 followers and his posts have been viewed by more than 500,000 people. Some posts went viral, and her network and community grew month after month.

But then something strange happens. The number of views on the post has plummeted. Most posts now have less than 5,000 user views.

“Less than a quarter of my followers have seen my posts. I can’t believe it. I can’t believe people think I’m crazy for pointing this out.”

“Return to old Instagram”

I’m sure Instagram favors branded content and TikTok-style videos to obfuscate my posts — Tiffaw’s allegations went unheeded for a while.

But then other Instagram users started noticing similar issues. In late July, Kim Kardashian, Kourtney Kardashian, and Kylie Jenner all posted the sentence, “MAKE INSTAGRAM INSTAGRAM AGAIN.”

Kylie's Instagram

Kylie Jenner has complained that Instagram will become like TikTok.

Instagram admitted it was actually prioritizing videos over photos, and revealed a slew of other changes. After some users protested outside the premises of Instagram’s parent company, Meta, the company soon yielded to the protests and paused mass updates.

The protests were successful, but Tifau learned a lesson. His account is constantly at the mercy of big tech companies. I’ve been struggling to get to the top with an algorithm I don’t understand.

For years, social media platforms have profited from creators like Tihuau, but haven’t paid them much in return financially. Plus, black and trans creators argued that the algorithms were insane and that they were being treated unfairly long before the Kardashians raised their voices, but no one listened. .

Tiffaw recently created a community dedicated to plus-sized people.

“This community makes me feel happy and makes me feel less miserable. Some people say that this community has saved them.

Minorities like us are used to seeing platforms that were once our space become commoditized and not ours, and we have to find our next home somewhere else.” )

I gave up on finding community and support on Instagram. “It was a fleeting moment. The moment is over,” Tifau says.

Those who rely on social media to find their communities or make money struggle to make ever-changing and opaque algorithms work in their favor.

But as the recent backlash from users shows, people are already tired of chasing algorithms and want to take control. The recent backlash over Instagram’s changes is evidence that there’s a move to take the burden of social media seriously.

But in order to regain power from platforms and make social media better, content creators must first identify themselves as “workers.”

Life or death is in the hands of the platform

Social media companies are too big.

Meta, which has about 3 billion users, generated revenue of 117 billion dollars (about 16.84 trillion yen, 1 dollar = 144 yen) in 2021. YouTube, which has 2 billion users, has revenue of 29 billion dollars (about 4.17 trillion yen in the same year). TikTok’s revenue is expected to triple to $12 billion in 2022 from $4 billion (about ¥570 billion in the same year) per billion users.

On the other hand, creators who are in the grip of life and death by the platform are too powerless. First, it has no say in how it operates. There is no customer service phone number to complain about, no instructions when the algorithm changes.

Whether you’re a powerhouse content creator like the Kardashians or a relatively small player like Tiffaw, how do you deal squarely with these giants?


Source: BusinessInsider

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