In an age of algorithms, machine learning, and optimization people are seeking to regain control over their online experience. Across many areas there is a small, but growing desire to return to the good old days of the internet, where things were quirky, messy but what you saw, is what you got. There were no complex algorithms operating beneath the surface that were influencing your behavior and changing what you see. Is this a lasting trend or representative of a small niche of users who are feeling disenchanted with the current state of affairs? It's hard to say but it's definitely a trend with influence and momentum. Below are some examples.
After recently raising $4M in funding from notable investors like Reddit founder Alexis Ohanian the company (founded by social media power-house, David Dobrik) said it's mission is to "restore joy and authenticity" to social media. Currently the app works like a digital disposable camera. You can take pictures with the rear-facing camera, but you have to wait a day for the photos to "develop" and you can't edit them. Over the coming year Dispo plans to launch a full social network, alongside new features and a rebrand of the app itself. This seems to be an attempt to capture a desire for simpler times and more authentic connection, that is not mediated by algorithms, artificial filters, and feelings of inadequacy. David Dobrik has the staying power and platform to drive massive user growth and this is an app that one day might challenge the current supremacy of Instagram.
They're hard to define but one the key questions the founder, Gabriel Whaley, is trying to solve is “How do you just create something that will naturally spread across the internet without having to resort to hacking an algorithm on Facebook or optimizing for what YouTube wants to see?”. They release "drops" of novelty and viral product like "Puff the squeaky chicken" a rubber duck pipe for smoking, or Jesus shoes, Nike Air Max 97s with references to the Bible, 60ccs of water from the River Jordan, and crucifixes hanging off the tongue. They also create tongue-in-cheek digital experiences like "Every Episode of the Office Recreated in Slack". Their reference to early internet and retro inspiration is clear across most of their drops, app, and website. While they're mission is more mysterious than Dispo, they're a strong manifestation of this desire to buck the influence and control of major tech corporations and the algorithms they have created.
The tool being used to write this article is also representative of this trend towards simplicity and authenticity. You can use Notion for pretty much anything, and their focus is on simple, light-weight functionality without any bells and whistles. More websites are opting to create simpler pages with Notion where the focus is on providing information in the most direct way possible without pushing you towards, now recognizable, click-funnels. Just this week someone sent me a website that was actually just a google doc, while it felt sparse and utilitarian, it also felt direct and real. Notion gives you a limited set of editing options in exchange for increased efficiency and more aesthetically pleasing outputs.
So as we can see with these companies and many others there is a growing movement towards authenticity and simplicity online. Will the established tech giants adapt or maintain their current course and will new players be able to emerge and service this new but growing desire?