If you work in the creative industries online it has probably not escaped your attention that we are starting to drown under a sea of “Likes”. I’ve been thinking about this trend of “liking” quite a bit lately. And more and more I find myself disliking it ! Its the easy way out – leave a nod but don’t engage. Or just a token click with the sole aim of ensuring a return visit ? I don’t particularly mean this with regard to blogging , but also FaceBook , Instagram, Pintrest. Whichever site, the trend is not to comment and communicate but just to like. This feels like opting out of the possibility for proper communication. Of course, sometimes just a token sign of approval has its place, we don’t always feel the need to comment on something and “liking” gives us an alternative. But more and more it feels it has become the lazy option.
Granted, we live in this fast paced busy world, but what about trying to slow it down a little. Like slow travel on trains and buses, how about slow surfing ? Consume less but engage more ? Of course I am not immune to this either, but now I am making a real effort not to like but to comment instead. With Instagram for example, it is easy to swallow up so many images in one go that you barely register them – click , click ,click - on to the next one. Are we looking at them or just fishing for visits ? How about a return to that old adage – Less is More ?
Another slant to this was highlighted in this short video by someone who is hoping to speak at the next TED talks in Amsterdam. His point is that all these likes are about social proof and if we see that 1000 people like something , then that gives its own message. But we are not getting the whole picture. In the past we got this proof from the star ratings on consumer testing websites, or on Amazon, for example. But now, when people just like, rather than give a rating we only hear the positive side. The people who didn’t like it, who would have told us this with one or two stars just fade into the distance. So what if 1000 people like it – what about the 1 000 000 who don’t ? You can see his video here.
So I’m starting my campaign – consume less and engage more. ( The sister campaign is consume less and create more – they go hand in glove I think. )
What do you think ? Do you Like to Like ?
This image was taken and edited with an Iphone – and , by request , I am preparing a short course to share my tips and tricks . If you’d like a wee tip off when it is ready to launch you can sign up here and I will keep you informed.