A Call to Liberate Social Media Influencers From the Algorithm's Tyranny

CURRENT RANK: LOWLY SERF

To the Magnificent Social Machiavellian:

CHAPTER 26 - A CALL TO LIBERATE SOCIAL MEDIA INFLUENCERS FROM THE ALGORITHM’S TYRANNY

After reflecting on the challenges facing social media influencers today, I have wondered whether the present times were right for a new kind of influencer, and whether there were elements that would give an opportunity to a wise and virtuous one to introduce a new way of engaging audiences which would bring honour to them and value to their followers. It appears to me that so many things now come together to favour a new approach to influencing that I never knew a time more suitable than the present to break free from the algorithm's tyranny.

And if, as I said, it was necessary that the early adopters should be beholden to MySpace so as to make the potential of Facebook clear; that the users of Vine should be limited by the platform so as to discover the creativity of TikTok; and that the audiences of traditional media should be fragmented to illustrate the reach of YouTube: then at the present time, in order to discover the virtue of a new kind of influencer, it was necessary that social media should be reduced to the conditions that it is now in, that it should be more addictive than cigarettes, more polarizing than politics, more saturated than billboards, without authenticity, without purpose, driven by vanity metrics, exploited by brands, plagued by misinformation, and suffering every kind of ill content.

Although lately some hope may have been shown by TikTok, which made us think it was chosen by the youth to save social media, nevertheless it was afterwards seen that the algorithm rejected authenticity. So the internet, left as without life, waits for someone to heal its wounds and to put an end to the destruction and exploitation of attention, to the cheating and manipulating of users and to clean those running sores. It is seen how it begs the innovators to send someone who shall deliver it from these wrongs and oppressions. It is seen also that it is ready and willing to follow a new kind of influencer, if only someone will raise the banner of change.

Nor is there to be seen at present one in whom social media can place more hope than in you, with your creativity and empathy favoured by the users and by the community of which you are now a part, and which could be made the vanguard of this transformation. This will not be difficult if you remember the journeys and impact of the influencers I have named. Although they were great and inspiring individuals, yet they were only human, and each one of them had no more opportunity than the present offers.

On our side there is great justice because that content is just which is authentic, and posts are blessed when there is no other hope but in them. Here there is the greatest willingness, and where the willingness is great the challenges of the algorithm cannot be great if you will only imitate those influencers to whom I have directed your attention. In addition to this, how extraordinary the ways of the internet have been shown to be, beyond example: the barriers to entry have been removed, a smartphone has led the way, the social graph has poured forth connection, it has rained engagement from the feed. Everything has contributed to your reach, you ought to do the rest. The platforms are not willing to do everything, and thus take away our free will and that share of impact which belongs to us.

It is not surprising that none of the influencers mentioned above have been able to achieve all that is expected from your authentic presence, and that in so many iterations of social media, and in so many campaigns, it has always appeared as if genuine connection was dead. This has happened because the old order of algorithms was not good, and none of us have known how to find a new one. Nothing honours an influencer more than to establish new norms of engagement when they themselves are newly risen. Such content when it is well crafted and meaningful will make them loved and admired, and in the social media landscape there are great opportunities to do this.

Here there is great creativity in the content while it fails in the strategy. Look carefully at the individual posts and videos, to see the excellence of the influencers in originality, production, and personality. But when it comes to building a sustainable brand they are hopeless. This is entirely the result of poor planning. Those who are capable are not consistent. Each one thinks they are capable, but none stands out above the rest, either in authenticity or impact. Hence for so long a time, and during so much posting in the past twenty years, whenever there has been a wholly organic account, it has always performed badly. The first example of this is Vine, and then there are Periscope, Meerkat, Blab, Hyper, Pheed, Ello, Peach, which are now all defunct.

If, therefore, your new kind of influencer wishes to follow these remarkable creators who have saved their platforms, it is necessary before all things, as a true foundation for every campaign, to be provided with your own authentic content, because there can be no more engaging, truer, or better posts. Although individually they are good, together they will be much better when they find themselves commanded by a genuine voice, respected by the community, and maintained by organic reach. Therefore it is necessary to be prepared with such content, so that you can be followed by users with genuine connection.

And although TikTok and YouTube influencers may be considered very popular, nevertheless there is a weakness in both, by reason of which a new kind of influencer would not only be able to oppose them, but might be relied upon to surpass them. For the TikTokers cannot resist the allure of trends, and the YouTubers are afraid of authenticity whenever they encounter it in close connection. Owing to this, as has been and may again be seen, the TikTokers are unable to resist the pull of viral challenges, and the YouTubers are beaten by genuine voices. Although complete proof of this latter cannot be shown, nevertheless there was some evidence of it in the rise of Vine stars, when the YouTube creators were faced by short-form video, which engages in the same way as TikTok. The YouTubers, through production value and longer formats, thought themselves out of danger, able to maintain their audiences, while the Viners connected effortlessly. If the brands had not quickly diverted their budgets, all would have been over with them. It is possible, therefore, knowing the weaknesses of both these influencers, to invent a new kind of creator, which will resist the siren call of trends and not be afraid of authenticity. This need not create a new social network but may simply be a variation upon the old. These are the kinds of improvements which confer reputation and impact upon a new influencer.

This opportunity, therefore, ought not to be allowed to pass for letting social media at last see its savior appear. Nor can one express the love with which they would be received in all those parts of the internet which have suffered so much from these inauthentic attacks, with what thirst for connection, with what strong faith, with what devotion, with what tears. What feed would be closed to them? Who would refuse to follow them? What algorithm would hinder them? What user would refuse them engagement? To all of us this present situation is unbearable. Let, therefore, your great creativity take up this task with that courage and hope with which all just causes are undertaken, so that under its banner our online discourse may be made great again, and under your influence that saying of the great Zuckerberg will be shown to be true.

"Virtue against vanity shall advance the fight
And in the feed soon shall put to flight
For the old authentic courage is not dead
And still burns in the influencers' hearts."

NICCOLÒ MACHIAVELLI II