BuzzFeed builds new platform to fight back against AI-driven social media

BuzzFeed is developing a new social media platform that aims to counter the addictive, AI-driven algorithms used by major social networks like Meta and TikTok. The initiative comes as BuzzFeed seeks to create what it describes as a more positive online environment focused on creativity and genuine connection rather than engagement-driven content.

The core concept: BuzzFeed CEO Jonah Peretti envisions a platform that will serve as an “oasis from algorithm-driven doomscrolling” by prioritizing user agency and joyful experiences.

• The platform aims to facilitate playful creative expression and meaningful connections between users
• BuzzFeed plans to use AI technology differently from competitors, focusing on empowering users rather than manipulating their attention
• The company is currently offering early access sign-ups through its website

Key criticism of current social media: Peretti identifies a problematic content strategy he terms “SNARF” (Stakes, Novelty, Anger, Retention, and Fear) that dominates existing social platforms.

• Content creators artificially inflate stakes to create urgency
• Posts are marketed as unprecedented to manufacture novelty
• Platforms exploit anger and outrage to drive engagement
• Information is deliberately withheld to maintain user attention
• Fear is leveraged to create a sense of urgency around content consumption

Strategic positioning: BuzzFeed’s approach represents a deliberate departure from the current social media landscape.

• The company aims to help users “relax, have a good time, and connect with friends” rather than foster addictive behaviors
• The platform will leverage BuzzFeed’s existing media properties, which include HuffPost and Tasty
• The initiative represents an expansion beyond BuzzFeed’s traditional content creation role into platform development

Looking beyond the announcement: While BuzzFeed’s vision for a more positive social media experience is compelling, the company faces significant challenges in competing with established platforms and their massive user bases. Success will likely depend on whether BuzzFeed can create truly distinctive features that offer meaningful alternatives to current social media mechanics while building a sustainable user community.