The "Death" of the Follow

In the last two years, we have witnessed a Copernican revolution of social media as we have known them. With the introduction of the "For You" section on TikTok (and all the imitations that have followed), we no longer see the content of the people we follow but rather the content that the algorithm believes will interest us. This deeply changes the relationship between creators and their followers, as well as the strategy of companies aiming to pursue marketing objectives on social media