Discovering the Demise of the Follower: Forward-thinking Activism in the Era of Digital Exploration
In a keynote speech at SXSW 2024, Jack Conte and Sándor Madovy proposed a revolutionary approach to progressive digital organizing in the era of algorithm-driven social media. The duo suggested that progressive movements should adopt strategies that mirror the success of far-right groups on these platforms, while maintaining authenticity and community-driven content.
The rise of the internet and social media has undeniably shifted power and influence from traditional media to individuals with internet access and social media profiles. This shift has been particularly evident in the dominance of far-right creators on algorithmic discovery platforms. These creators have achieved this success through a strategy of permanence, scale, and relentless experimentation.
Conte and Madovy argue that progressive campaigns should develop a network of smaller, highly engaged progressive content creators, known as micro-influencers and Key Opinion Leaders. These individuals work independently but connect through shared resources and strategic coordination. They provide credibility and deep audience connections, making them powerful and authentic messengers.
Integrating these influencers into broader organizing efforts is crucial, according to Madovy. Influencers are not one-off assets but integral parts of a sustained, long-term strategy focusing on a consistent, year-round presence similar to far-right content creators. Organizers can send daily briefings with topic suggestions, allowing creators to select what resonates best with their audience. This maintains trust and genuine engagement.
Email remains the highest-converting channel for mobilization, and growing one's own email lists should still be a priority. However, progressive communicators, organizations, and political parties will need to adopt similar long-term strategies to compete online. Alternative spaces like Discord, Bluesky, Slack, or Signal can be used for deeper conversations among supporters.
The transformation of social media has fragmented and polarized societies. Building a strong following on these platforms does not guarantee that one's audience will see what is posted due to the fragmentation of engagement. This makes it easier for new voices to break through if their content resonates. Today's dominant platforms like TikTok, Instagram Reels, and YouTube Shorts are driven by algorithmic discovery.
The role of humor and anti-elite narratives is important in creating viral content for progressive campaigns. Sándor and his colleagues have begun experimenting with faceless TikTok accounts that prioritize algorithmic success over personality-driven content. Investing in building and maintaining one's own platform is essential to avoid manipulation by billionaires. ActionNetwork is recommended for an email engagement program.
In conclusion, the future of creativity on the web lies in the strategic use of micro-influencers, leveraging email lists, and adopting long-term strategies to compete in the increasingly algorithm-driven social media landscape. By emulating the success of far-right groups while maintaining authenticity and community-driven content, progressive movements can counter the dominance of these groups and foster a decentralized, community-rooted digital presence.
- Progressive digital organizing can follow the success strategy of far-right groups on algorithm-driven social media, such as the approach of permanence, scale, and relentless experimentation, while maintaining authenticity and community-driven content.
- Micro-influencers and Key Opinion Leaders, independent yet connected through shared resources and strategic coordination, provide credibility and deep audience connections, making them powerful and authentic messengers for progressive campaigns.
- Organizers should integrate these influencers into broader organizing efforts, providing daily briefings with topic suggestions to enable creators to select content resonating best with their audience, ensuring trust and genuine engagement.
- While email remains the highest-converting channel for mobilization, progressive communicators must adopt similar long-term strategies, using alternative spaces like Discord, Bluesky, Slack, or Signal for deeper conversations among supporters.
- In the increasingly algorithm-driven social media landscape, the future of creativity on the web lies in strategic use of micro-influencers, maximizing email lists, employing humor and anti-elite narratives, and avoiding manipulation by billionaires through investing in building and maintaining one's own platform, such as ActionNetwork for email engagement programs.
