Letting the Interest Graph Guide You: The Power of Similarity in Social Media

Letting the Interest Graph Guide You: The Power of Similarity in Social Media

Social media platforms like TikTok and Twitter have revolutionized the way we discover and consume content. One of the key factors behind their success is the use of Interest Graphs, which enable these apps to tailor their recommendations based on individual preferences. By understanding what users are interested in, these platforms are able to create a sense of belonging and connection, ultimately projecting one's identity onto a tribe.

In his book "Why People Share," James Currier explores the idea that sharing is not just about the content itself, but about finding a tribe to belong to. We are naturally drawn to people who are similar to us in some way, whether it be in opinions, personality traits, background, or lifestyle. It is through this similarity that we find resonance and a sense of belonging. As a result, we are more likely to follow someone on social media because we have resonated with something they have posted.

Twitter recognizes the importance of similarity in creating connections between users. They have implemented features such as the ability to mute certain words and topics, as well as ignoring certain recommended topics on timelines. These features allow users to customize their feeds based on their interests, gradually adapting the content they see to align with their preferences.

According to Twitter for Business, people come to Twitter to connect with the passions and pursuits that they find meaningful. While a Social Graph provides a superficial view of a person's interests, an Interest Graph goes deeper and is more reliable. By tracking patterns of human behavior through machine learning, Interest Graphs are able to generate connections based on matched interests. These connections, in turn, generate affinity and increase preference and trust. This mutually beneficial tool allows users to find like-minded individuals and feel a sense of belonging within the online community.

Substack: Empowering Publishers and Building an Empire of Narratives

Substack, on the other hand, takes a different approach in the realm of content creation and consumption. Fundamentally, Substack exists to support publishers and help them build their businesses. By defraying infrastructure costs and providing a platform for collaboration, Substack aims to drive publishers to new heights.

The founders of Substack recognized the inherent problem with contemporary media's business model. As publishers and platforms increasingly relied on advertising for revenue, the real customers became the companies, not the readers. To address this issue, Substack introduced a simple solution: subscriptions. By allowing digital publishers to be paid directly by readers, Substack transformed traditional patronage for the software generation.

The success of Substack lies in its ability to create an ecosystem where publishers collaborate and interact, helping each other grow. As the platform expanded and more independent publications operated within this shared ecosystem, Substack evolved into a powerful network. It gained cultural power in a short amount of time and attracted significant investments, valuing the platform at millions of dollars.

At its core, Substack is a tool that enables writers to email their readers, publish posts online, and accept subscription payments. While these tasks may seem simple, Substack's focus on doing them exceptionally well sets it apart. The platform prioritizes user experience, offering seamless email delivery, user-friendly interfaces, and well-designed checkout pages.

But Substack is not just a publishing platform; it is an ecosystem for writers and creators to collaborate and contribute to each other's growth. The platform provides valuable insights into audience demographics and the overlap between different publications. This data can prompt new collaborations and partnerships, fostering a sense of community among writers.

Furthermore, Substack's revenue model is relatively economical compared to other platforms. While YouTube and Twitch take up to 50% of revenue and Apple's App Store charges up to 30%, Substack's cut is reasonable in comparison. This affordability, combined with the platform's growing network and cultural significance, makes Substack an attractive destination for both writers and readers.

Looking ahead, Substack aims to be the best place to build a media business, regardless of content type. The platform plans to lower the barrier to creation, potentially incorporating AI to assist writers in generating compelling imagery and written text. By embracing new technologies and constantly evolving, Substack seeks to stay at the forefront of the media industry.

In conclusion, both social media platforms and publishing platforms like TikTok, Twitter, and Substack have leveraged the power of similarity and interest to create thriving online communities. By catering to individual preferences, these platforms have successfully fostered a sense of belonging and connection among users. The key takeaway from these platforms is the importance of understanding your audience and catering to their interests. Here are three actionable pieces of advice:

1. Embrace the power of similarity: When creating content or engaging with your audience, focus on finding common ground and resonating with their interests. This will help foster a sense of belonging and connection, ultimately building a loyal following.

2. Customize and adapt: Take advantage of customization features on social media platforms to tailor your feed and content to your interests. By curating your online experience, you can ensure that you are consistently engaging with content that aligns with your preferences.

3. Prioritize user experience: Whether you are a publisher or a content creator, invest in creating a seamless user experience. Pay attention to details such as email delivery, interface design, and checkout processes. By prioritizing user experience, you can attract and retain a loyal audience.

By incorporating these strategies into your online presence, you can leverage the power of interest and similarity to create a thriving community and build a successful media business.