What Happens When You Like Absolutely Everything

by Dish Staff

Matt Honan went on a 48-hour “campaign of conscious liking, to see how it would affect what Facebook showed me”:

I liked one of my cousin’s updates, which he had re-shared from Joe Kennedy, and was subsequently beseiged with Kennedys to like (plus a Clinton and a Shriver). I liked Hootsuite. I liked The New York Times, I liked Coupon Clipinista. I liked something from a friend I haven’t spoken to in 20 years—something about her kid, camp and a snake. I liked Amazon. I liked fucking Kohl’s.

The results, he says, were “dramatic”:

My News Feed took on an entirely new character in a surprisingly short amount of time. After checking in and liking a bunch of stuff over the course of an hour, there were no human beings in my feed anymore. It became about brands and messaging, rather than humans with messages.

Likewise, content mills rose to the top. Nearly my entire feed was given over to Upworthy and the Huffington Post. As I went to bed that first night and scrolled through my News Feed, the updates I saw were (in order): Huffington Post, Upworthy, Huffington Post, Upworthy, a Levi’s ad, Space.com, Huffington Post, Upworthy, The Verge, Huffington Post, Space.com, Upworthy, Space.com.

Honan adds, “Eventually, I would hear from someone who worked at Facebook, who had noticed my activity and wanted to connect me with the company’s PR department.”