Searching for social media greatness

Is there such thing as a masterpiece of social media?

It takes a lot of effort to craft content like TikToks or Reels, so I wonder whether it’s possible to consider any piece of content on those platforms “great”.

Evan Spiegel (Co-founder and CEO of Snapchat) had the best take on content hierarchies — at the top, you find content that's meticulously crafted with mass appeal, while at the base, there's basic messaging: quick, simple interactions without much depth that are meant for more intimate conversation.

So with that hierarchy, has social media ever churned out a timeless masterpiece?

Bo Burnham's Netflix special "Inside" comes close, using social media as inspiration rather than as a direct medium. It's more of a commentary, not an example of social media's potential for greatness, but is a product of the success Bo had through social media.

Then there's Vine. It's gone now, but it left behind a trove of content. However, its end doesn't necessarily elevate its offerings to 'classic' status. This brings up a broader point: what defines a modern classic? In music, we default to legends like Beethoven, but in the modern era, we might consider Hans Zimmer's film scores.

The same dilemma applies to YouTube. Its sheer size makes identifying a clear 'classic' a challenge. Even more so, if social media is ephemeral and oversaturated, is it worth investing in it for the pursuit of great work? Maybe its role isn't in creating classics, but in spreading them. Social media could be seen as a tool for delivering content to a wider audience, but not necessarily the birthplace of that content.

Vine's legacy, for example, lives on through its content being reshared on platforms like YouTube and TikTok. You can search for “vine compilation” and find rapid-fire 20 minute long collections of poor-quality 6 second videos. This survival beyond its original platform hints at a sort of timelessness, but does any of it qualify as a masterpiece? There's also the issue of distinguishing genuine talent and skill in an era dominated by AI and abundant content.

The real challenge is figuring out whether investing time in social media, hoping to create something monumental, is actually worthwhile. Social media, with all its quirks and demands, might be better suited as a channel for showcasing and sharing work, rather than the primary medium for creating it.

One interesting aspect in social media’s role in making great work is the distinction between transient popularity and enduring significance. Social media platforms are great at amplifying content that captures the moment's zeitgeist, but these pieces often fade as quickly as they rise. It begs the question: can something born in a category of rapid consumption and short-lived trends ever achieve the status of a 'classic'?

The nature of social media prompts a reflection on the essence of creativity in the digital age. The ease of content creation and the ubiquity of tools at our disposal have made it easier than ever to make anything, but have more tools also diluted the pool of what can be considered truly groundbreaking? When so many people are now able to create and share, does the sheer volume of content make it harder for genuinely innovative work to break through and leave a lasting impact?

When Beethoven was at the height of his career in 1800, the global population was 1 billion people. We’re at over 8 billion people today. Two decades ago we had the internet to accelerate our individual reach to more people, and today we have algorithms on top of the internet to further target whatever we make to people that would be most likely to enjoy it. There’s no doubt that the amount of overall noise we experience in our lives has ballooned substantially since even just a decade ago. Maybe our definition of what could be a classic has become narrower, and more niche as a response to this.

Considering the potential of social media as a creative medium, I wonder about the balance between its use as a tool for self-expression versus its effectiveness in fostering deeper, more meaningful content. Maybe the future of creating lasting work in the digital age isn’t in the act of posting on social media, but in using these platforms to put the right inspiration in front of the right people. The role of social media is perhaps to help creators catalyze richer, more enduring, and more inspiring pieces than what one could be able to do with a limited perspective of their niche.

Ultimately, if a work resonates with depth and originality, it will stand out. The gatekeepers of 'greatness' aren't the platforms themselves but the dedicated individuals who devote themselves to their niches and interest. The challenge and opportunity for creators are to use social media wisely – as a means to broaden their horizons and engage with a community, while still focusing on creating work that is impactful and true to their vision.

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