Social media apps like TikTok and Twitter rely on Interest Graphs in order to laser-focus their recommendations of brand new content to an audience.

the app’s machine learning algorithm will “grasp” their preferences.

Interest Surpasses Cultural Barriers

the success behind TikTok is the fact that people care about things that they’re interested in, not people themselves much.

What we enjoy is finding people who are like ourselves in some aspects, so we’ll feel like we belong on Twitter (or anywhere else, for that matter).

You’ll most likely follow someone because you’ve resonated with something they posted. Robert B. Cialdini, P.h.D, states very clearly that one of the most influential factors when it comes to resonating with someone is similarity.

“We like people who are similar to us. This fact seems to hold true whether the similarity is in the area of opinions, personality traits, background, or lifestyle.”

How does Twitter fix that? By giving users the ability to mute certain words and topics, as well as the ability to ignore certain topics recommended on their timeline. Little by little, users’ feeds are adapted specifically to their interests.

According to Twitter for Business, “People come to Twitter to connect with the passions and pursuits that they find meaningful”.

A Social Graph can only offer a superficial view of a person’s interests.

Interest Graphs are deeper and more reliable since they track the patterns of human behavior through machine learning.

Matched interests generate connections. Connections generate affinity. Affinity increases preference, which, in turn, increases trust. That’s what makes an Interest Graph a mutually beneficial tool.