The Performance Culture of Social Media and Figma's Journey to Becoming a Platform

The Performance Culture of Social Media and Figma's Journey to Becoming a Platform

In the age of social media, our lives have become performances. From the moment we wake up to the moment we go to bed, we are constantly sharing our experiences, thoughts, and emotions with the world. Twitter, Facebook, and other platforms have given us the ability to shape our online personas, presenting ourselves in a way that we want others to perceive us. But what does this constant performance do to our relationships and our own sense of self?

In a 2010 article titled "I Tweet, Therefore I Am," the author reflects on their experience with Twitter and how it shaped their identity. They found that distilling their personality to fit the limitations of a tweet provided surprising focus, but it also made them question how much they were shaping their Twitter feed and how much Twitter was shaping them. The performance culture of social media blurs the lines between public and private, authentic and contrived, and can alienate us from our own humanity.

Similarly, Figma, a browser-based design tool, has also navigated the challenges of performance culture as it strives to become a platform. In an article titled "Why Figma Wins," the author highlights Figma's success in building a product that is not just for designers, but for everyone involved in the design process. By focusing on collaboration and involving non-designers in the design process, Figma has created a cross-side network effect that has contributed to its growth and success. The author emphasizes the importance of aligning product and distribution loops to catalyze growth and build a global network effect.

One common point between the two articles is the idea that the performance culture, whether on social media or in design, can erode the relationships it aims to create. When we are constantly performing for an audience, we risk losing intimacy and genuine connection. Figma's challenge is to create not just local network effects within companies, but global network effects that make the platform more useful and valuable to all users as it grows. This requires careful cultivation of the ecosystem and making strategic choices about plugin categories and discovery.

So, how can we navigate the performance culture of social media and the challenges of building a platform like Figma? Here are three actionable pieces of advice:

1. Embrace authenticity: While it's tempting to shape our online personas to fit a certain image, it's important to stay true to ourselves. Authenticity fosters genuine connections and allows us to maintain our own sense of self. On social media, focus on sharing experiences and thoughts that truly reflect who you are, rather than trying to impress others.

2. Prioritize relationships: In both social media and platform-building, the relationships we form are crucial. Instead of prioritizing the number of followers or users, prioritize the quality of relationships and connections. Foster a sense of community and collaboration, and seek to build meaningful connections with others.

3. Continuously iterate and adapt: Just as Figma must repeatedly find the next core loop to drive growth, we must continuously iterate and adapt in the world of social media. Experiment with different approaches, analyze the impact of your online presence, and be open to change. As the landscape evolves, be willing to adapt your strategies and find new ways to connect with others.

In conclusion, the performance culture of social media and the challenges of platform-building are interconnected. Both require us to carefully navigate the balance between shaping our identities and maintaining authenticity. By prioritizing relationships, embracing authenticity, and continuously iterating, we can find a balance that allows us to connect with others while staying true to ourselves.