"Letting the Interest Graph Guide You: A Connection Between TikTok and Mill's Moral and Political Philosophy"

"Letting the Interest Graph Guide You: A Connection Between TikTok and Mill's Moral and Political Philosophy"

TikTok has gained immense popularity by using the interest graph to guide its users' experience. Instead of creating a version of customers without their input, TikTok relies on the actual customers themselves to shape their content. This approach has proven successful because people are more interested in things that align with their own interests rather than focusing solely on other individuals. TikTok's algorithm takes a glimpse at users' high-level interests and customizes their feed accordingly. By doing so, TikTok brings users their favorite type of content on a silver platter.

The idea of finding individuals who are similar to ourselves is not a new concept. Robert B. Cialdini, P.h.D, explains that similarity is one of the most influential factors when it comes to resonating with someone. We naturally gravitate towards people who share similar opinions, personality traits, backgrounds, or lifestyles. This sense of belonging is also crucial when it comes to social media platforms like Twitter. Users feel a sense of belonging when they find others who are like them in some way. For businesses using Twitter for marketing, targeting users based on their interests and finding follower look-alikes is an effective strategy.

While a social graph can provide a superficial view of a person's interests, an interest graph goes deeper. People are interested in what others have to offer, not just the individuals themselves. When interests align, connections are formed, which then leads to affinity. Affinity increases preference, ultimately building trust. This is why an interest graph is a mutually beneficial tool.

Mill's moral and political philosophy also intersects with the concept of the interest graph. Mill is best known for his work in utilitarianism and liberalism. Utilitarianism assesses actions and institutions based on their impact on human happiness. Mill emphasizes the importance of well-rounded individuals and the role of feeling, culture, and creativity in happiness.

Interestingly, Mill's conception of happiness differs from that of the Radicals, who viewed happiness solely as pleasure. Mill introduces the idea of higher pleasures, which are intellectual pursuits that bring about valuable experiences. These higher pleasures are not solely focused on pleasure or contentment but rather on the intrinsic value they bring to one's life. Mill argues that these activities are inherently more valuable than lower pursuits.

In terms of duty and right action, Mill's utilitarianism provides a standard for evaluating actions. Act utilitarianism focuses on direct utilitarianism applied to individual actions, while rule utilitarianism looks at the broader consequences of following certain principles. Mill believes that moral reasoning should be guided by secondary precepts or principles such as fairness and honesty, which indirectly promote utility.

Drawing connections between TikTok's use of the interest graph and Mill's moral and political philosophy highlights the importance of aligning interests and finding like-minded individuals. This approach not only enhances user experiences but also fosters a sense of belonging and trust. By understanding users' interests and tailoring content accordingly, platforms can create a more personalized and engaging environment.

Three actionable advice for businesses and social media platforms:

1. Embrace the interest graph: Instead of trying to create versions of customers without their input, use the interest graph to guide content and recommendations. By understanding users' high-level interests, you can provide a more personalized experience.

2. Foster connections: Focus on creating connections between users who share similar interests. This sense of belonging will not only increase engagement but also build trust and affinity.

3. Prioritize valuable experiences: Consider the value of higher pleasures, such as intellectual pursuits, in addition to pleasure and contentment. By offering experiences that bring intrinsic value to users' lives, you can create a more fulfilling and meaningful platform.

In conclusion, the concept of the interest graph has revolutionized the way platforms like TikTok operate. By letting users' interests guide content recommendations, TikTok has been able to create a personalized and engaging experience. This approach aligns with Mill's emphasis on well-rounded individuals and the value of higher pleasures. Understanding the intersection between the interest graph and Mill's philosophy can provide valuable insights for businesses and social media platforms seeking to enhance user experiences and foster a sense of belonging.