Stop giving away your work to people who don’t care about it. Host it yourself. Distribute it via methods you control. Build your audience deliberately and on your own terms.
After musing on newsletters, Craig shares how he’s feeling about Instagram and its ilk:
Instagram will only get more complex, less knowable, more algorithmic, more engagement-hungry in 2019.
I’ve found this cycle has fomented another emotion beyond distrust, one I’ve felt most acutely in 2018: Disdain? (Feels too loaded.) Disappointment? (Too moralistic.) Wariness? (Yes!) Yes — wariness over the way social networks and the publishing platforms they provide shift and shimmy beneath our feet, how the algorithms now show posts of X quality first, or then Y quality first, or how, for example, Instagram seems to randomly show you the first image of a multi-image sequence or, no wait, the second.8
I try to be deliberate, and social networks seem more and more to say: You don’t know what you want, but we do. Which, to someone who, you know, gives a shit, is pretty dang insulting.
Wariness is insidious because it breeds weariness. A person can get tired just opening an app these days. Unpredictable is the last thing a publishing platform should be but is exactly what these social networks become. Which can make them great marketing tools, but perhaps less-than-ideal for publishing.
Traditional blogs might have swung out of favor, as we all discovered the benefits of social media and aggregating platforms, but we think they’re about to swing back in style, as we all discover the real costs and problems brought by such centralization.
The first 22 years of the web platform were revolutionary. The open, accessible, and feature-rich applications that exist on the platform continue to drive the global economy. The next 5 years look like they’ll be filled with more innovation and growth than ever.
The web will be the platform of the Next Big Thing. Not just as the distribution network many see it as today; the web platform will deliver the most innovative experiences. They’ll be innovative not just for how they use new technology, but also because of how easy it will be for new users to experience.
I’d love to see some change, and some introspection. A culture of first, do no harm. A recognition that there are huge dangers if you just do what’s possible, or build a macho “fail fast” culture that promotes endangerment. It’s about building teams that know they’ll make mistakes but also recognize the difference between great businesses opportunities and gigantic, universe-sized fuck ups.
What was once a rich selection of blogs and websites has been compressed under the powerful weight of a few dominant platforms. This concentration of power creates a new set of gatekeepers, allowing a handful of platforms to control which ideas and opinions are seen and shared.
Tim Berners-Lee on the 29th anniversary of Information Management: A Proposal.
Two myths currently limit our collective imagination: the myth that advertising is the only possible business model for online companies, and the myth that it’s too late to change the way platforms operate. On both points, we need to be a little more creative.
While the problems facing the web are complex and large, I think we should see them as bugs: problems with existing code and software systems that have been created by people — and can be fixed by people.
A catalogue of design decisions that have had harmful effects on users. This is a call for more inclusive design, but also a warning on the fetishisation of seamlessness:
The focus on details and delight can be traced to manifestos like Steve Krug’s Don’t Make Me Think, which propose a dogmatic adherence to cognitive obviousness and celebrates frictionless interaction as the ultimate design accomplishment.
JP Rangaswami also examines the rise of the platforms but he’s got some ideas for a more sustainable future:
A part of me wants to evoke Jane Jacobs and Christopher Alexander when it comes to building sustainable platforms. The platform “community” needs to be cared for and looked after, the living spaces they inhabit need to be designed to last. Multipurpose rather than monoculture, diverse rather than homogeneous . Prior industrial models where entire communities would rely on a single industry need to be learnt from and avoided. We shouldn’t be building the rust belts of the future. We should be looking for the death and life of great platforms, for a pattern language for sustainable platforms.
This is the clickbaitiest of titles, but the post has some good sobering analysis of how much traffic driven by a small handful players. It probably won’t make you feel very cheery about the future.
(For some reason, this article uses all-caps abbreviations for company names, as though a stock ticker started generating hot takes: GOOG, FB, AMZN, etc. It’s a very odd writing style for a human.)
There’s a whole category of native apps that could just as easily be described as “artisanal web browsers” (and if someone wants to write a browser extension that replaces every mention of “native app” with “artisanal web browser” that would be just peachy).
Here’s some more thoughts along the same lines:
We’re spending increasing amounts of time inside messaging apps and social networks, themselves wrappers for the mobile web. They’re actually browsers.
There’s an important take-away to this:
The web is and will always be the most popular mobile operating system in the world – not iOS or Android. It’s important that the next generation of software companies don’t focus exclusively on building native iOS or Android versions of existing web apps.
Just make sure those web apps render and work well in the new wave of mobile browsers – messengers. Don’t build for iOS or Android just for an imaginary distribution opportunity. Distribution exists where people spend most of their time today – social and messaging apps, the new mobile browser for a bot-enabled world.
Mandy is fighting the good fight for the open web from within Vox Media. Her publishing tools have been built with a secret weapon…
This practice — which I refer to unoriginally as progressively enhanced storytelling — also has the added benefit of helping us make our content more accessible to more kinds of users, especially those with disabilities.
The ability to follow links down and around and through an idea, landing hours later on some random Wikipedia page about fungi you cannot recall how you discovered, is one of the great modes of the web. It is, I’ll go so far to propose, one of the great modes of human thinking.
Paul compares publishing on the web to publish on proprietary platforms, and concludes that things aren’t looking great right now.
Performance is the number one selling point for each of these new content platforms.
I completely understand Peter’s fears here, and to a certain extent, I share them. But I think there’s a danger in only looking to what native platforms can do that the web doesn’t (yet). Perhaps instead we should be looking to strengthen what only the web can offer: ubiquity, access, and oh yeah, URLs.
Simon St. Laurent on uncertainty as a feature, not a bug.
Tom Hume demos Octobastard: a robot arm controlled from a mobile phone.