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“We don’t want to be on TikTok. But we have to.” A prominent creator said this to me recently during one of our conversations, and it stuck with me. Over the past few months, we’ve been talking with dozens of creators to better understand their realities: what drives them, what drains them, and what they wish existed instead. This one quote sums it up perfectly. They weren’t talking about personal preference. They were describing what it takes to grow an audience today. The s

“So you’re trying to replace ice cream with vegetables?” Someone asked me this in a recent conversation at a dinner with investors and founders. It was in response to me describing how we want to replace doomscrolling with meaningful engagement, and how we’re redesigning the incentive system behind social media. I hear a version of this comment fairly often, albeit not always so elegantly put. Most people assume that doomscrolling and junk content are inevitable because they’

“ Hate in the Time of Algorithms ”, a new study by Cornell University, found that when social platforms stopped ranking posts by engagement, exposure to toxic content dropped by 27%. The experiment used the same users, the same content, and the same conversations. The only difference was a randomized feed instead of one optimized for engagement. Same people. Same platform. Completely different outcome. It’s not human nature that changed. It’s the incentive system. If you’re l

Discovery, Exploration, Curiosity Lately, I’ve been thinking a lot about how AI is going to shape our behavior. As AI gets better at...