Can Buzzfeed challenge the might of the Social Giants?
Earlier this year Buzzfeed founded Jonah Peretti signalled plans to launch a new social platform with the aim of making the internet "fun again".
This week he laid out his plans declaring a war on what he calls "SNARF" and announcing plans to disrupt social media with a new AI driven platform for creativity and joy (look out Pinterest?)
A launch date has yet to be announced, but the official name for the platform is BFisland. Users can now join a waitlist. BuzzFeed will test with users and then produce a finished product based on feedback.
What he said: "“For years, major social platforms have abandoned their responsibility to content and culture, instead handing over control to deep learning algorithms that optimize for one thing: engagement at all costs,” said Jonah Peretti, founder and CEO of BuzzFeed. “The result is a digital world dominated by what I call SNARF — content that thrives on Stakes, Novelty, Anger, Retention and Fear.”
What has the response been? Nitish Pahwa in Slate writes there are lots of reasons to be skeptical of the project which will be housed within the Buzzfeed website.
Other media such as the Hollywood Reporter have published Peretti's open letter calls out TikTok and Meta for prioritizing AI tech over content. TechCrunch also gives length to what it calls Buzzfeed's manifesto for a better internet.
Why it matters: It's a bold play and one which others are also doing trying to make social media a better more positive place (hello Pinterest or WeAre8) but challenging the big three is a big task.
That said, Peretti was at the centre of the rise of the Social Giants (if you are interested in this read Ben Smith's book Traffic) and you can expect the Social Giants - Meta, TikTok and YouTube - to watch what he does with interest.
