The BuzzFeed Economy and the Chase for Social Proof

We’re told by “the experts” that we need hundreds of shares to be relevant, hundreds of comments to be important, and thousands of subscribers to be worth reading. So we write the easy content that gets these eyeballs, shares, etc.

And it’s all bullshit.

It’s lazy content that enriches no-one. Not the blogger, and certainly not the reader, despite what they believe. And on and on the circle grows, until we’re all back at square one and no-one cares.

If we want that web, fine – let’s put out the easy content and the buzzworthy soundbites, and make the web a giant pool of crud.

If we don’t want that web – write the stuff that really matters to you, and be proud of every single word.

After all, isn’t that why we started in the first place?

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