Seeing Like an Algorithm — Remains of the Day: Community Building 101

Seeing Like an Algorithm — Remains of the Day: Community Building 101

In today's digital landscape, machine learning algorithms play a crucial role in the success of many companies. TikTok, a popular short video platform, is a prime example of how an algorithm can give a company a competitive edge. While experts in the field doubt that TikTok has made any groundbreaking advances in machine learning recommendation algorithms, the design of the app itself is what sets it apart.

TikTok operates on a closed loop of feedback, where the algorithm is constantly trained on user-generated videos. This loop inspires and enables the creation and viewing of videos, providing the algorithm with a diverse dataset to improve its accuracy. This unique design showcases the importance of considering how to best help an algorithm "see" when designing an app.

Algorithm-friendly design begins from the moment a video starts playing. Before the video reaches the user's phone, human operators at TikTok have already watched and tagged it with relevant labels. Vision AI is also utilized during the video creation process, with camera filters designed to track human faces, hands, or gestures. Every action, from the initial viewing to the scrolling feed, provides signals that help the algorithm understand user sentiment.

However, the default UI of most social networks, including Facebook, Twitter, and Instagram, relies on an infinite vertically scrolling feed. While this design allows for easy scanning and lower friction for users, it sacrifices accuracy in understanding negative signals. By focusing on explicit positive feedback mechanisms, these platforms may inadvertently drift away from a user's true interests.

Algorithm-friendly design doesn't have to be user-hostile. It simply requires a different approach to serving the user's interests. Reducing friction is essential, but not always the ultimate goal. Instead, the focus should be on helping users achieve their desired outcomes. This concept, known as "Jobs to be done," emphasizes that design should align with a single purpose and goal.

In the software era, true competitive advantages are becoming increasingly illusory. Features and UI designs can be easily copied, and the real magic lies in how every element of a platform connects to create a dataset for the algorithm to train itself. This requires a deep understanding of how the flywheel works and a commitment to align every element and process with a single purpose and goal.

Building a community is another crucial aspect of success in the digital landscape. However, community building is not a short-term endeavor. It requires a long-term investment and a clear understanding of why the community should exist in the first place. Defining goals and identifying the target audience are essential steps in this process.

To build a successful community, it's important to find opportunities to connect with the target audience on their terms. Don't try to change them; instead, come to them. Understanding the target audience and their preferences is crucial to creating a community that feels inclusive and relevant to them. This requires finding out where they live online and utilizing platforms like Slack groups, Facebook Groups, Discord, or others to engage with them.

Engagement is key in community building. People want to feel accepted and included, even in online communities. Providing opportunities for your audience to engage with your brand, such as through polls, questions, and open discussions, fosters a sense of connection and belonging. This not only encourages future engagement but also provides valuable market research.

Selecting creators and influencers to share their experiences with your brand can also be a powerful way to capture attention and accelerate community growth. Empowering brand ambassadors to lead major events and campaigns can further strengthen the sense of community and make individuals feel important and valued.

Ultimately, community building is about fostering a sense of humanity. All humans want to feel included, wanted, and important. No matter how well-structured a community is, it cannot thrive without genuine human connection. Prioritizing the heart of the community and creating an environment that values authenticity and empathy is essential for long-term success.

In conclusion, understanding how algorithms work and incorporating algorithm-friendly design principles can give companies a competitive advantage. Similarly, investing in community building and creating an inclusive environment can foster brand loyalty and long-term success. To put these ideas into action, here are three actionable pieces of advice:

1. Prioritize understanding your target audience: Take the time to truly understand the needs, preferences, and interests of your target audience. This will help you create a community that resonates with them and fosters genuine connections.

2. Engage with your audience: Actively engage with your audience through polls, questions, and open discussions. Make it clear that you value their opinions and want to hear from them. This not only encourages future engagement but also provides valuable insights for your brand.

3. Foster a sense of humanity: Focus on creating an environment that values authenticity, empathy, and inclusivity. Make individuals feel accepted, wanted, and important. This will help build a strong and loyal community that stands the test of time.