Is it any coincidence that the race to the bottom in media—toward clickbait headlines, toward the vulgar and prurient and dumb, toward provocative but often exaggerated takes—has accelerated in lock-step with the development of new technologies for measuring engagement?
What I liked about Reader was that not knowing what people liked gave you a peculiar kind of freedom. Maybe it’s better described as plausible deniability: You couldn’t be sure that your friends didn’t like your latest post, so your next post wasn’t constrained by what had previously done well or poorly in terms of a metric like Likes or Views. Your only guide was taste and a rather coarse model of your audience.
I thought about building new social features into my clone until I heard my friend’s story. The first rule of social software design is that more engagement is better, and that the way you get engagement is by adding stuff like Like buttons and notifications. But the last thing I wanted was to somehow hurt the conversation that was happening, because the conversation was the whole reason for the thing.
Imagine if podcasts were Twitterized in the sense that people cut up and reacted to individual segments, say a few minutes long. The content marketplace might shift away from the bundle—shows that you subscribe to—and toward individual fragments. The incentives would evolve toward producing fragments that get Likes. If that model came to dominate, such that the default was no longer to subscribe to any podcast in particular, it seems obvious that long-running shows devoted to niches would starve.