This episode of YC's new series dives into Twitter, now known as X, examining its evolution under new ownership. The discussion focuses on the shift from a chronological, interest-based feed to a TikTok-style algorithmic feed, where engagement is prioritized, sometimes at the expense of user satisfaction. The speakers, both experienced product builders, dissect the causes and consequences of this shift, exploring its potential impact on the user experience and long-term viability of the platform.
They discuss the noticeable change in content, with a heavier emphasis on politically charged and sensational videos. They share how Twitter's algorithm now presents them with content that, while engaging, leaves them feeling less informed and fulfilled. This leads to the core question of the episode: How can you determine if users are truly deriving value from a product? While increased engagement might seem like a success metric, it can be misleading if the content is low-quality or misaligned with user expectations. They highlight the danger of optimizing for a single metric, such as dwell time, to the exclusion of other factors like quality and user satisfaction.
The speakers then analyze how other social networks, such as Facebook and Instagram, have undergone similar transformations. Facebook initially saw great success with its newsfeed, but as the platform grew, it became diluted with content from unwanted connections. Instagram followed a similar trajectory, eventually prioritizing clickbait over meaningful interactions. TikTok, by contrast, jumped directly to an algorithm-driven approach, serving up a constant stream of potentially addictive content.
They address the issue of user feedback on X, noting that the product provides tools for users to curate their feeds and block unwanted content. The product however does not seem to indicate the tools effectively. They also discuss the issue of Twitter lists, which allow users to curate high-quality feeds on specific topics. They acknowledge the difficulty of discovering these lists and the potential value they provide during breaking news events. They argue that Twitter excels at delivering first-hand information during crises, making it a valuable source of real-time news.
The conversation moves to the blue checkmark and how in the past, it was a symbol of credibility, indicating the user was legit. Now, however, anyone can pay for a blue checkmark, which has led to confusion. They address the issue of the expanded user experience, noting the number of non-intuitive icons and the Grok integration.
The episode then delves into the controversial name change from Twitter to X. They express bewilderment at the decision, highlighting the value of Twitter's established brand and the ubiquitous "tweet" verb. The speakers emphasize the importance of choosing a product name that is easy to say, spell, and ideally related to the product's function. They suggest that the best companies imbue their names with meaning over time, rather than relying on inherent significance.
Regarding the impact on Twitter's revenue, they note a decline in ad revenue due to advertisers' concerns about content adjacency. Despite potential growth in subscription revenue, the overall financial picture appears uncertain. This reinforces the argument against blindly optimizing for engagement, as it can ultimately damage the product's reputation and revenue streams.
The speakers close by offering advice to product founders, emphasizing the importance of defining the product's purpose and target audience. They caution against prioritizing metrics over user experience and encourage product leaders to maintain a clear vision for the product, even if it means sacrificing short-term growth. They argue that founder CEOs have a unique advantage in enforcing this vision, as they possess the moral authority to guide the company toward a long-term, user-centric approach. They highlight the importance of considering "good states" a user might experience, and warn against states that seem good (increased engagement) but ultimately leave the user feeling dissatisfied.