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“people absolutely do not give a single shit about what you’re tweeting.” Having viral tweets can often make the platform virtually unusable, not only because of spam, but due to the personal harassment and dogpiling that often accompanies it. Going viral on Twitter is also a double-edged sword: even if you pop off a good joke, its success is unlikely to reward you with substantial new followers, and most meme creators are looking to build a fan base, not just go viral for 15 minutes. In theory, Twitter should make sharing content easy retweets are a vital part of its model, and you can share anything with one click. With Twitter, I expect about two retweets and 20 to 30 likes.” She says Twitter rewards trends and current social relevancy, while Instagram offers more topical flexibility.
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“When I post on Instagram, I can expect about 2,000 likes a post. “But people absolutely do not give a single shit about what you’re tweeting,” she says. Surely they care about what I’m tweeting?’” says Hartwig. Almost 50,000 people pay attention to me. “You’d think, ‘I have a viral account on Instagram. 27K on Twitter, (835K Instagram followers, about 750 on Twitter), and so on. The same goes for accounts like (125K on Instagram vs. On Instagram, has more than 48K followers on Twitter, it has just over 1K. Success on one platform also doesn’t necessarily cross over onto others. “The formatting in Twitter is such that if you put a picture, it gets cropped and the whole meme is not visible on the wall, unless you click on the tweet,” he explains. And like many of them, his content is typically screenshots of text or composite text-and-image posts from Twitter and Tumblr. Anuj, a 30-year-old based in India, started the account two years ago after finding inspiration in other meme accounts on the platform. “Pardon my language, but Twitter is shit when it comes to meme,” says Anuj, creator of an Instagram account focused on memes related to gay culture. Part of the reason is that for meme creators looking to build an audience, Twitter just doesn’t cut it. For some meme creators, Twitter and Tumblr are a canvas, while Instagram is the wall where they display their work. Some of these Instagram meme accounts have followers in the millions, and many aren’t just aggregating content they’re creating their own on Twitter or Tumblr, and then posting screenshots to Instagram.
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“Memes lend themselves to be shared as a full image, with the text of the meme actually attached to the image itself,” she says. “Instagram and Twitter are the only social media platforms that matter, especially to millennials.” For Hartwig, Instagram’s image-first identity is suited to meme culture, which she says thrives and connects more easily. Snapchat is irrelevant to the point that I don’t even know why I’m mentioning it,” Cori Amato Hartwig, a New York-based 22-year-old who runs an account called tells The Verge. Tumblr is for people stuck in 2011 and Warped Tour (sorry). Instead, Instagram - still hugely popular as a place to post glossy, aspirational images of your vacation, your coffee, or gratuitous selfies - has grown into a home away from home to consume screenshots of the best content from those services. But that doesn’t mean that younger users are finished with the content from those sites altogether. Pew Research Center recently reported that fewer teenagers than ever are using platforms like Facebook, Twitter, or Tumblr.
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As social media platforms grow more popular, younger audiences tend to flee in search of newer alternatives.