Dan Whateley

Smart, sharp, and slightly unhinged.

Late Night's Fresh Perspective.

The Last Show with David Cooper.

So folks like Mr. Beast, Charlie D'Amelio, Kabilame, they rose to fame on social media at this moment when algorithms were really putting a few big creators on everyone's feeds.

And it helped create this new generation of basically superstars.

And that's no longer true.

Initially, the TikTok for you page was basically like a talent show.

So everyone would log on and they would see a feed of videos.

And if you were lucky enough to get showcased there, you could become super famous.

But there were just a lot fewer creators on the app who were prominent.

And what shifted more recently is everyone's For You pages, their feeds are a lot more personalized.

So the videos you see are tailored to your interests.

If you are interested in knitting content, you see people knitting.

If you love basketball, you see people shooting hoops.

So it's really changed the sort of types of content that people see and the content bubbles that we're all in.

Yeah, I mean, the change was gradual.

I would say it wasn't like we suddenly stopped seeing these mega stars.

But I do think that in the last couple years, we've seen a push toward personalization.

A lot of that is because every social platform is kind of trying to be TikTok now.

Instagram used to be this place where you could build an audience, a following, you know, score brand deals.