Trying to Make Sense on
Entertainment Platforms Is Hopeless
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The “entertainment architecture”

Entertainment platforms are designed to make content pass in front of you. They want to keep you engaged and scrolling, afraid to miss something—they want to give you “FOMO” (fear of missing out) when you start scrolling or even when you watch the first 20 minutes of a movie, so that you stay longer. You’ve noticed this, right? It is the fundamental nature of entertainment—it's what entertainment means. Indeed, entertainment and FOMO are "two sides of the same coin."

If you’re not sure, just go through the (painful) experience of looking at your posts from 3 weeks or longer ago and think about how little they matter today, regardless of how much they were “liked.” Entertainment architectures are  literally designed to “kill” your content in a week or two.

This obviously works—social media companies have created 100’s of billions of dollars of enterprise value through this model, and there’s nothing necessarily wrong with that. It’s a business.

If your goal is to be funny, make memes, or make commentary that is only relevant for a week or so, then you can crush it on Twitter, LinkedIn, and Facebook. They’re perfect for that, but if your goal is to make sense and showcase intelligent views that are still going to be important two weeks from now, you’re pretty much wasting your time, and you’ve probably realized that.

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If you’re trying to create intelligence on social media, you’re being bamboozled.
Did you know that platforms can be designed for intelligence?
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Intelligent Architectures Are Different

A platform built for intelligent content will always surface the latest, best version of a particular subject matter.

The “intelligence architecture”