At POWER SHIFTER, we’re passionate about crafting digital experiences that enhance lives. But as designers and strategists, we can’t ignore a troubling reality: the platforms we interact with daily are increasingly optimized for something else entirely—engagement at any cost.
What drives engagement? It’s not thoughtful connection, utility, or even delightful design. It’s rage.
This isn’t a new phenomenon. Elections have always been massive profit centers for media companies, turning key moments of civic importance into revenue machines. Back in the day, it was TV and print ads. Today, it’s paid media on social platforms. In the 2024 U.S. election cycle alone, political advertisers spent over $600 million on Meta and Google platforms. But here’s the twist: social platforms aren’t just profiting from ads. They’re profiting from the chaos itself.
Algorithms have been fine-tuned to amplify the most divisive, emotionally charged content. Why? Because rage doesn’t just sell—it engages. Studies show that outrage spreads 70% faster than any other emotion online. Every angry comment, share, and reaction feeds the cycle, keeping people glued to their screens and driving up profits.
We’re seeing the consequences of this design philosophy in real-time. Meta, for example, has scaled back its moderation efforts. Some argue this is a political move, but at the core, it’s a business strategy. Less moderation means more chaos, more engagement, and more dollars in the bank. Conflict isn’t just a byproduct of these systems—it’s the design.
Here’s how this strategy plays out from a design perspective:
- Algorithms Built for Amplification: Outrage travels faster and farther than joy or curiosity, so it gets prioritized.
- Conflict as Content: Disputes become self-sustaining engines for engagement. Every reaction feeds the fire.
- Sticky Design: Infinite scrolls, addictive notifications, and attention-hacking design choices keep users locked in.
At POWER SHIFTER, we often talk about creating “human-centered” experiences. But when the metrics shift from delight to engagement, design becomes something else entirely. It becomes manipulative. And as designers, we ask ourselves: how did we let it get this far?
The effects of these decisions go well beyond the platforms themselves. They seep into real-world interactions, fueling polarization and fraying the threads of social cohesion. The platforms we help build aren’t just shaping digital experiences—they’re shaping society.
But here’s the silver lining: as designers, we’re always iterating. If rage is the current version, what does the next one look like? At POWER SHIFTER, we think about this constantly. What would it take to design platforms that foster genuine connection, constructive dialogue, and empathy?
We don’t have all the answers yet, but we’re committed to asking the hard questions. Because design should be about more than keeping people scrolling. It should be about making life better—for users, for communities, and for the world.
