Enshittification, first coined by Cory Doctrow, describes the process of once-popular platforms decaying as stakeholders prioritize profits over user-experience. Chosen as the 2023 Word of the Year by the American Dialect Society, the phenomenon impacts social media, video games, community forums, and more.

A recent example of enshittifcation is TikTok, as the platform was originally ripe with organic content and high user-engagement but is now cluttered with advertisements and faces major privacy concerns.

Enshittification symptoms can include low-quality content, spam, toxic user behavior, and other negative platform experiences that drive away engaged users and can lead to platforms declining and ultimately dying.

Identifying Enshittification

• Dwindling User Engagement: Drops in likes, shares, comments, etc. while traffic and impressions are consistent can indicate users are losing interest in the platform’s content.
• Influx of Low-Quality Content: Large quantities of spam, fake news, bot activity, and AI generated content leave little activity that will be interesting and engaging for users.
• Negative User Interactions: Toxic comments, trolls, and hateful activity will drive away traffic from users who are not interested in consuming from negative communities.
• Engagement Bait: Users that prioritize controversial or repetitive content to garner engagement will reduce focus on authentic content.

Combatting Enshittification through Highlighting User Experience

• Quality Over Quantity: Prioritize authentic content that is well-received by your target audience. Promote positive interactions and user collaboration.
• Focus On Niche Interest Groups: While platform interests and demographics can be broad, niche pockets should be supported to help foster community growth.
• Content Moderation: Encourage the reduction of spam, misinformation, and toxic behavior.
• User Customization: Empower users to control their experience through support for features like content filters and reporting tools. Don’t leave users at the mercy of algorithms.

Avoiding enshittification is keeping communities engaged and reinforcing positive experiences. By staying aware, adapting strategies, and advocating for positive interactions, inevitable declines can be prevented.