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Illustration: Axios Visuals

The personalized newsfeed revolutionized the way people share and consume content. But let's be honest: this came at a huge cost to facts, our minds and the entire media industry.

This is a challenging problem to solve because the obvious benefits that have driven the growth of social media – more friends! more likes! more free content! – are also the things that will undermine it in the long run.

  • New alternatives for self-expression, including services like text messaging, WhatsApp, and Snapchat are part of a shift towards using communication applications to express yourself rather than posting on social media, because communication apps are oriented around talking with your close friends, free from judgment.
  • Social media fueled "fake news" because content designed to be shared by friends is not necessarily content designed to deliver accurate information. After all, how many times have you shared something you've never bothered to read?

Be smart: The Snapchat solution is to rely on algorithms based on your interests — not on the interests of "friends" — and to make sure media companies also profit off the content they produce for our Discover platform. We think this helps guard against fake news and mindless scrambles for friends or unworthy distractions.

While many people view Snapchat as a social media service, it is primarily used to talk with friends – like visual texting. Snapchat began as an escape from social media, where people could send photos and videos to their friends without the pressure of likes, comments, and permanence. By focusing on the camera, Snapchat lowered the barrier to self-expression and showed a new generation that everyone is creative.

  • Our theory: Rather than using friends to curate a content feed, Snapchat empowered people to visually communicate with their friends. This was part of a shift towards using apps to express yourself rather than posting on social media. Apps were oriented around talking with your close friends, free from judgment.

But there's a challenge – how can Snapchat better personalize the Stories created by publishers if they aren't curated by friends?

  • One model is what Netflix does. Netflix uses machine-learning algorithms to recommend content to subscribers based on what they watched in the past. Research shows that your own past behavior is a far better predictor of what you're interested in than anything your friends are doing. This form of machine learning personalization gives you a set of choices that does not rely on free media or friend's recommendations and is less susceptible to outside manipulation.
  • Ah, but won't this exacerbate fears about algorithms taking over? It's important to remember that human beings write algorithms and can optimize them to account for human behavior. This means that an algorithm can be designed to provide multiple sources of content and different points of view.

The combination of social and media has yielded incredible business results, but has ultimately undermined our relationships with our friends and our relationships with the media. We believe that the best path forward is disentangling the two by providing a personalized content feed based on what you want to watch, not what your friends post.

Our thought bubble: It's vitally important that future content feeds are built on top of a human-curated supply of content – rather than just anything that surfaces on the Internet. Curating content in this way will change the social media model and also give us both reliable content and the content we want.

With the upcoming redesign of Snapchat, we are separating the social from the media, and taking an important step forward towards strengthening our relationships with our friends and our relationships with the media. This will provide a better way for publishers to distribute and monetize their Stories, and a more personal way for friends to communicate and find the content they want to watch.

See details on the redesign in the Axios stream by clicking here.

Go deeper

Key inflation measure grew slower than expected in June

Illustration: Sarah Grillo/Axios

The price of goods and services rose 0.4% in June, slower than the 0.5% growth during May, according to the core personal consumption expenditures (PCE) price index released Friday morning. The June reading was lower than the consensus expectation for 0.6% growth.

Why it matters: The core PCE is the inflation measure the Federal Reserve watches most closely. June's reading is the second month in a row of decelerated price growth, giving the Fed breathing room to design a pullback strategy from its emergency market support.

2 hours ago - Health

Internal CDC presentation warns: "The war has changed"

Graphic: CDC via The Washington Post

Unpublished research indicates that the Delta variant causes more severe illness and spreads as easily as chickenpox, and that vaccinated people may transmit the strain as easily as those who are unvaccinated, according to an internal CDC presentation obtained by WashPost.

Why it matters: The data played a key role in the CDC's decision to tell vaccinated people to resume masking indoors, with the presentation calling on health officials to "acknowledge the war has changed," The Post reports.

Updated 2 hours ago - Sports

Olympics dashboard

Women's 5,000 meter heats at the Tokyo Olympics. Photo: Jewel Samad/AFP via Getty Images

🎾: Novak Djokovic defeated in Olympic semi-finals

🗓: The Olympic events to watch today

🏊‍♀️: South Africa's Tatjana Schoenmaker breaks world record in 200m breaststroke

🏊: Olympic swimmer Ryan Murphy wins Silver in 200m

🚣‍♀️: Team USA women's eight rowing fails to reach the podium

💻: Japan tests teleporting games and "remote cheering"

Go deeper: Full Axios coverage