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{"id":32086,"date":"2023-05-15T21:34:39","date_gmt":"2023-05-15T21:34:39","guid":{"rendered":"https:\/\/scienceandnerds.com\/2023\/05\/15\/kevin-systrom-explains-why-artifact-wants-to-treat-writers-like-the-creators-they-are\/"},"modified":"2023-05-15T21:34:41","modified_gmt":"2023-05-15T21:34:41","slug":"kevin-systrom-explains-why-artifact-wants-to-treat-writers-like-the-creators-they-are","status":"publish","type":"post","link":"https:\/\/scienceandnerds.com\/2023\/05\/15\/kevin-systrom-explains-why-artifact-wants-to-treat-writers-like-the-creators-they-are\/","title":{"rendered":"Kevin Systrom explains why Artifact wants to treat writers like the creators they are"},"content":{"rendered":"

Source:https:\/\/techcrunch.com\/2023\/05\/15\/kevin-systrom-explains-why-artifact-wants-to-treat-writers-like-the-creators-they-are\/<\/a><\/br>
\nKevin Systrom explains why Artifact wants to treat writers like the creators they are<\/br>
\n2023-05-15 21:34:39<\/br><\/p>\n

\n

Instagram co-founders Kevin<\/span> Systrom and Mike Krieger have already shipped a ton of substantial updates for their news-focused app Artifact<\/a>, which launched earlier this year but already looks very different from what debuted in January. On top of allowing users to follow writers on the platform, the latest update also provides a way for writers to claim their own profiles, upload a profile picture and fill out a bio, as well as gives them access to some basic stats about how their work is performing with the Artifact community.<\/p>\n

I spoke to Systrom about the new features and about Artifact\u2019s decision to focus on serving writers as a top priority, rather than just readers or consumers. Systrom sees writers as key to the platform\u2019s growth, and he also believes Artifact can serve them in a way that no other platform or publishing paradigm has done to date.<\/p>\n

\u201cFrom the writer side, it feels to me like there\u2019s this trend of writers building more independent followings on Substacks, building more independent followings on Twitter, just for breaking news,\u201d Systrom said. \u201cThe real issue with all of these is the lack of distribution, meaning like, if you want to create a following, how do you do it?\u201d<\/p>\n

The idea is to build a connective layer between writers and their readers that doesn\u2019t limit them to just one publication platform, like Substack, and that also doesn\u2019t just happen to work for this purpose but is actually designed for myriad other things (like Twitter).<\/p>\n

\u201cMaybe what we could do is create this marketplace where we match consumers with the writers of the things that they love reading, and we can build a following for these writers on Artifact,\u201d Systrom explained regarding their thinking about where Artifact could go from here.<\/p>\n

Systrom immediately acknowledges that writers won\u2019t find followings anywhere near comparable to those they might have built on Twitter or Substack on Artifact right now \u2014 but he notes that they only launched three-and-a-half months ago so that\u2019s naturally going to be the case. If you\u2019re a writer and you do verify your profile on Artifact, however, you might find you have a following already, since Artifact is creating placeholder profiles automatically for writers whose stories show up on the platform. And eventually, Systrom thinks the value inherent in a network designed for writers and readers will eclipse the value of the systems people use for that now.<\/p>\n

\u201cOver time, you can absolutely imagine all sorts of great things happening when writers control their profiles, understand their audiences on Artifact, are able to understand who they\u2019re catering to, which articles are doing really well, and which ones didn\u2019t do so well,\u201d he said. \u201cBasically, as if they\u2019re a creator on TikTok \u2014 and it all just starts to make sense.\u201d<\/p>\n

Currently, writers who claim their profiles will be able to see how many people follow them on Artifact, as well as how many reads their articles have garnered through the app. You can view all the articles Artifact has attached to your byline so far, and get a read count per piece as well. In the future, Systrom says they\u2019ll aim to surface additional and different information, depending on feedback they receive from the community, and from writers, about what it is that matters most to them in terms of their audience metrics \u2014 whether that\u2019s the number of comments an article receives, or when articles are cited in other publications of note.<\/p>\n

Systrom rightly points out that there\u2019s currently a disconnect now between audiences and writers, in that audiences often don\u2019t know who the writers are who are writing about the things they love most \u2014 excepting the rarified few who manage to build up identities for themselves, often over the course of very long careers that span decades.<\/p>\n

Writers, likewise, often have no idea who their audiences are or where to find them, whether that\u2019s because those relationships are mediated through the publications they write for, or because the metrics as they exist on dedicated platforms like Substack are siloed and independent of broader readerships.<\/p>\n

\u201cWhat if we could be a matchmaker,\u201d Systrom said. \u201cSometimes I laugh that we\u2019re a glorified dating system for content, where people effectively swipe left or right on every story that they see \u2014 and the whole goal is [to] matchmake. Sometimes your relationship is with a publication, and sometimes it\u2019s as short-lived as an article, but we believe that there\u2019s this layer that doesn\u2019t seem to exist anywhere else, which is this writer layer.\u201d<\/p>\n

\"Artifact<\/a><\/p>\n

Artifact\u2019s author pages (unclaimed on the left, claimed on the right). Image Credits:<\/strong> TechCrunch<\/p>\n<\/div>\n

Artifact thus far is building its algorithmic news feed<\/a> similar to how TikTok serves up content to its users, Systrom explains. Specifically, they show content to limited groups of users in order to gauge if it resonates. Once you find things that do, you broaden their distribution, continuing the process by expanding the reach of the stuff that resonates most as you continue to expand, further increasing distribution until you end up with a handful of \u201cknockout hits.\u201d<\/p>\n

Systrom says it\u2019s hard for him to predict what\u2019s going to work well on the platform from looking at signals like headlines, topics, and so on, but he foresees a time when they can help writers better understand what makes something resonate with their audience and provide tools to help them do that more consistently.<\/p>\n

\u201cShould writers be able to customize how their content appears on the platform?\u201d he asked rhetorically, explaining how they think about their feature roadmap. \u201cShould they be able to choose an image, should they be able to change the title, should they be able to add a writer\u2019s note underneath as context which might make it more likely that people will click through? If you could give writers a layer on top of everything they\u2019re doing now to supercharge their careers, what would you do?\u201d<\/p>\n

The appeal is also in providing writers with direct relationships with their readers, regardless of where they place their writing. Freelancers already span multiple outlets, and even most staff writers tend to spend time at various publications across their careers. The few writers who build enough of a reputation to exist as a brand in themselves end up on Substack or similar, but Systrom notes that so far, it has tended to be the up-and-coming writers who are quicker to come on to claim their profiles on Artifact. He thinks that\u2019ll change with time, however, and bigger name writers will be able to walk in and have a healthy audience waiting for them on the app.<\/p>\n

\u201cYou get to just walk in and have these relationships,\u201d he said. \u201cAnd then, again, if a tool exists to then supercharge your career through analytics, through understanding notifications, through a verified badge, and where you can communicate directly with the people who are reading your stories \u2014 that\u2019s all really exciting to me.\u201d<\/p>\n

Systrom sees the focus on writers as the key to maximizing Artifact\u2019s growth. I asked him about why that focus versus a focus on readers. He said that of course they debated different approaches since both are important user groups, but ultimately they decided that people who consume the most news typically have a lot of tools they love already, and they\u2019ve dialed in their approach to consumption in hyper-specific ways. The better strategy, then, was to try to differentiate on the writer and publisher side, where Systrom argues there\u2019s a \u201clack of tools, a lack of distribution, a lack of analytics,\u201d particularly in a mobile-first world.<\/p>\n

Plus, if Artifact can succeed in \u201csupercharging\u201d the game for writers, Systrom says that will serve to provide incentive for readership, too.<\/p>\n

\u201cIf they love Artifact for that, we will have a very useful audience to then interact and comment, which is unique content that you can only get on Artifact,\u201d he said. \u201cWhether [writers] add sidebars to their stories, that\u2019s unique content eventually. We don\u2019t have messaging publicly in the app yet, but you can imagine being able to message with readers or message with other writers around stories. If you can help with discovery of who\u2019s linking to your content, how your content is performing, all of this means that there\u2019s an engaged base of power users on your platform. And I believe that that allows you to then grow into readers as well.\u201d<\/p>\n

Out the gate, Artifact earned comparisons to TikTok for its algorithmic delivery of stories, but the comparison is still more apt when you consider that Systrom and Krieger are laser-focused on creators and giving them what they need to reach new audiences and better engage with existing ones.<\/p>\n

Of course, as with any bet, it\u2019s one that carries a lot of risk that it won\u2019t work as intended, but writers are definitely a creator group that hasn\u2019t enjoyed the explosion of platforms and audience tools that have popped up for those working in video, for instance. Systrom and Krieger already changed the game for photographers \u2014 who\u2019s to say they can\u2019t do the same for wordsmiths, too?<\/p>\n<\/p><\/div>\n

<\/br><\/br><\/br><\/p>\n

Science, Tech, Technology<\/br>
\n<\/br>
\nSource:https:\/\/techcrunch.com\/2023\/05\/15\/kevin-systrom-explains-why-artifact-wants-to-treat-writers-like-the-creators-they-are\/<\/a><\/br><\/br><\/p>\n","protected":false},"excerpt":{"rendered":"

Source:https:\/\/techcrunch.com\/2023\/05\/15\/kevin-systrom-explains-why-artifact-wants-to-treat-writers-like-the-creators-they-are\/ Kevin Systrom explains why Artifact wants to treat writers like the creators they are 2023-05-15 21:34:39 Instagram co-founders Kevin Systrom and Mike Krieger have already shipped a ton of substantial updates for their news-focused app Artifact, which launched earlier this year but already looks very different from what debuted in January. 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