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Brown chronicles TikTok's explosive growth and Instagram's response (Reels). TikTok's algorithm-first approach (showing content from strangers based on interests) disrupted Instagram's social-graph approach (showing content from friends). History repeated: just as Instagram copied Snapchat Stories, now it copies TikTok's short video.
Canon
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Brown argues TikTok's environmental design — full-screen vertical video, infinite scroll, instant-play autoplay, and algorithm-driven feed — creates a consumption environment that is more addictive than any previous social media platform.
Highlights
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TikTok disrupted social media by replacing the social graph (showing content from people you know) with an interest graph (showing content from anyone that matches your interests)
Brown explains TikTok's fundamental innovation: instead of showing you content from your friends (Instagram, Facebook), TikTok shows you content from anyone that its algorithm predicts you'll enjoy. This eliminated the 'cold start' problem — new users see great content immediately, without needing to build a friend network.