BuzzFeed has announced that it is developing a new social media platform called BuzzFeed Island to counter the negativity that exists on current social media platforms.
BuzzFeed CEO Jonah Peretti said that the platform is “built specifically to spread joy and enable playful creative expression.” Users will have the option to use AI tools to create and share content centered around their interests, but the platform will be mainly focused on human curation, according to Axios.
BuzzFeed has high hopes for this new platform but some people in the tech community are questioning its success and longevity.
What is BuzzFeed?
BuzzFeed is known for its viral content, online quizzes, and pop culture and entertainment news. Their website and YouTube channel dominated the online media landscape in the middle to late 2010s. However, in recent years, the platform has experienced a large decline in popularity with the rise of alternative social media sites and short form content, like TikTok, according to CNN Business.
Recently, there has been a rise in alternative social media apps, like BlueSky and Threads. BuzzFeed is looking to create its own social media platform designed to combat the current negativity on other social media platforms. This new app is called “BuzzFeed Island.”
What is BuzzFeed Island?
According to CEO Jonah Peretti BuzzFeed Island is intended to “spread joy and enable playful creative expression.” Peretti also said that although the platform will use AI tools, it will give its user’s agency, rather than stealing their agency. The first private beta of the app will be available later this year, although BuzzFeed has yet to share if the platform will be a mobile app or also available online.
The creation of this new social media app comes after the rise of what BuzzFeed is calling “SNARF” content. SNARF is a term coined by Peretti which stands for Stakes, Novelty, Anger, Retention and Fear. This is content that is curated by artificial intelligence designed to keep user engagement but is often negative and designed to keep users addicted to scrolling. Peretti wrote that this type of content leaves users feeling “depressed, scared and dissatisfied.”
How Do Social Media Companies use “SNARF” in their content?
BuzzFeed feels that creators and tech companies exaggerate stakes in order to increase clicks and engagement. Companies and content creators use novelty as a way of making their content feel unique and special, although that is not always the case. They will use anger as a way of driving conversation by making people upset and outraged, retention by not providing useful or informative information until the very end of a video, and fear in order to keep people engaged with their content and create a sense of urgency.
The tactic of pushing SNARF content has benefitted many social media companies and increased their number of users. Peretti feels that SNARF content is very addictive and it is what has allowed misinformation and harmful people to grow their platforms.
Can BuzzFeed Island Succeed in a Divided Media Landscape?
Because there are so many social media apps vying for the attention of their users, BuzzFeed Island has an uphill battle to be successful in a market oversaturated with many social media platforms. According to Adweek, BuzzFeed Island only has a very slim shot at being successful. Since BuzzFeed is no longer the dominant media and entertainment source for many, it will face challenges in getting people to sign up for the platform.
BuzzFeed Island is targeting those who want to escape the negativity and depressive environment that exists on platforms like TikTok, Twitter and Meta sites. Additionally, the platform will also be focused on creating a safe space to “women and other marginalized groups”, especially after Meta’s recent policy changes, according to eMarketer.
Although BuzzFeed is betting big on this platform, many in the tech community are casting doubt on BuzzFeed Island’s success. Mike Shields, a media analyst, asked “How do you promote it? You’ve got to get it in the app store, drive downloads, etc. Not easy. Can BuzzFeed really compete with these Silicon Valley giants?”
Joe Foley of the Creative Bloq also worries that BuzzFeed Island will have similar problems to existing social media platform. “Will it do a better job of removing bots, spam and fake news? Will it have fewer ads ad and more authentic content?” He writes.
Can This App Thrive in a Toxic Social Media Environment?
BuzzFeed CEO Jonah Peretti stated “If the early internet was serving beer and wine that brought people together, today’s internet is dealing crack and fentanyl that tears people apart.” Despite this statement, platforms such as Meta and TikTok have not seen any shortage of users. As of May 2024, TikTok has 1.4 billion active users, and Meta has 3.35 billion active users across Facebook and Instagram.
Even though Meta and TikTok use harmful algorithms, people are still using these apps regularly. BuzzFeed feels like people are looking to get away from toxicity and are looking for a more positive internet. “People are craving the “beer and wine” era of the internet, and we can bring that back on BuzzFeed, HuffPost, and Tasty.” says CEO Jonah Peretti.
BuzzFeed cites a recent study done by National Bureau of Economic Research where most participants agreed that they would like to live in a world where TikTok and Instagram did not exist, two platforms where SNARF content runs rampant.
BuzzFeed Island is still in the early stages of development, however, interested users can sign up for early access by clicking on the photo below!
