Investigative journalist Jordan Schachtel recently voiced strong concerns regarding the escalating absurdity of content generated by major social media influencers. Schachtel, known for his critical commentary and work with publications like The Dossier, attributes this trend directly to the algorithmic incentives embedded within social media platforms. His observation highlights a growing debate about the impact of platform design on online discourse.
Schachtel stated in a recent social media post,
"The major inflluencers are becoming increasingly more absurd. If the commentary seems totally insane, it's because they are algorithimically incentivized to get your attention by any means necesasry, which means continually ramping up the chaos. This won't end well." This perspective suggests a systemic issue where platforms reward extreme or attention-grabbing content, pushing creators towards increasingly provocative material.
Social media algorithms are primarily designed to maximize user engagement and time spent on the platform, which directly correlates with advertising revenue. These complex systems prioritize content that elicits strong reactions, such as likes, comments, and shares, leading content creators to tailor their output to these algorithmic demands. This pursuit of exposure can inadvertently encourage sensationalism over substance.
The drive for constant engagement has led to a landscape where influencers often resort to unconventional or even bizarre tactics to stand out, a phenomenon some refer to as "brainrot" content. While a counter-trend of "de-influencing" has emerged, advocating for authenticity and conscious consumption, the underlying algorithmic pressure for constant, high-engagement content remains a dominant force shaping online trends. This continuous feedback loop between algorithms and creator behavior raises questions about the long-term health of online communities and the quality of information consumed.