Jonah Peretti, the CEO of BuzzFeed, is on a mission to reshape the internet.
Frustrated by the current state of social media, Peretti is planning to launch a new platform that prioritizes joy, creativity, and user control, according to a recent interview with The Hollywood Reporter. His goal? To bring back the fun, authentic internet that he believes has been overshadowed by manipulative algorithms and low-quality content.
Peretti’s discontent stems from the dominance of tech giants like Meta and Google, which he argues prioritize technological advancements and artificial intelligence over content quality.
This has led to the rise of what he calls “SNARF” content—emotionally manipulative material designed to maximize user engagement at any cost. The result isintervention a vicious cycle: platforms incentivize creators to churn out sensationalized, attention-grabbing posts, while meaningful news and stories get buried in the noise.
BuzzFeed’s response is a bold one: a new social network built from the ground up to foster creative self-expression and positivity. Unlike existing platforms, which often exploit user attention through algorithmic manipulation, this new venture will use AI to empower users, giving them greater control over their feeds.
The algorithm will prioritize uplifting, humorous, and original content while sidelining negative or sensationalist posts.
Peretti envisions a space where users can share and discover content that sparks joy rather than division.
While details about the platform’s features and launch date remain under wraps, the ambition is clear. BuzzFeed, long known for its viral quizzes and lighthearted content, is leveraging its brand to challenge the status quo of social media.
However, building a platform that can compete with established giants and deliver on its promise of a “fun” internet will be no small feat. Questions linger about how the platform will balance algorithmic curation with user autonomy and whether it can attract a critical mass of users in a crowded market.
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Peretti’s vision taps into a growing desire for a more human-centered internet — one that celebrates creativity over clicks. If successful, this new social network could redefine how we engage online, proving that the internet can still be a place of joy and connection. For now, the industry watches with curiosity as BuzzFeed takes its first steps toward making the internet fun again.
Source: The Hollywood Reporter, “Jonah Peretti on TikTok, Meta, and BuzzFeed’s Social Media Plans”
