Last Saturday — 12 days ago now — I shared a cringeworthy video on Facebook: a six-minute clip of a twentysomething white woman showing off her small, blandly decorated Brooklyn apartment. Sort of the pumpkin spice latte version of MTV Cribs — innocuous, but annoying. Ever since, this video has been waging a reign of terror over my friends and family, showing up at the top of their feeds every single day, over and over and over. They are complaining to me on Facebook. They are complaining to me in real life. They are tweeting me about it and emailing me. Begging me to remove this cursed video that greets them each time they open Facebook.
And of course, they commented on my post. And then people commented on the comments. The more people commented, the more the video showed up on other people’s feeds. As the rage around this post intensified, so did the comments. Coworkers I sit next to commented. College friends commented. Someone I went to preschool with commented. A vicious, algorithmically delicious cycle.
After a few days, the comments shifted from “I hate this woman’s apartment” to “why is this video constantly at the top of Facebook?” or “please, I beg you, delete this video,” and eventually, my boss commenting “please write about this.”
At the start of 2018, Facebook announced it would focus more on meaningful engagement. The company’s CEO Mark Zuckerberg has written numerous times that the company is now focusing on “time…