Algorithm-Driven Content Delivery

Kevin Systrom, Instagram's founder, believes content delivery should be fundamentally transformed to be algorithm-driven, inspired by TikTok's approach. However, his new venture Artifacts, which applies this philosophy to news content, faces skepticism about its viability.

• Core Philosophy on Content Delivery:

  • Manual following and curation is outdated
  • Apps should automatically learn user preferences
  • Content should be served immediately upon opening the app
  • No need to manually follow accounts or build feed

• TikTok's Influence:

  • Praised TikTok's immediate content delivery model
  • Believes other platforms (like Twitter) should adopt this approach
  • Values machine learning over manual content curation

• New Venture - Artifacts:

  • Applying TikTok's model to news content
  • Uses machine learning to serve personalized news
  • Aims to be "TikTok for text"

• Criticism of the Approach:

  • News consumption differs from video entertainment
  • People may not want to consume news in the same way they consume TikTok videos
  • Classic Silicon Valley problem of pushing what people "should do" versus what they "want to do"

• Market Perspective:

  • Similar models successful in Asian markets (ByteDance's news app)
  • Skepticism about transferability to Western markets
  • Questions about whether billionaire founders are still in touch with user needs