On Social Media

In this modern world, it's not enough to have an idea, that idea needs to be incorporated into a small business venture, and once you've incorporated you really ought to trademark it, so you buy a domain, start an application with the relevant governing bodies, then go about the business of brand building. You get on TikTok and Instagram — both of them, even though you're pretty sure they do the same thing. Start a Youtube for the long version of whatever you post on Tokstagram. LinkedIn for something called a "business lead". Then Facebook. X, Bluesky, Reddit, Substack, Snapchat, Tumblr, Myspace, Letterboxd. You post regularly, but not too much, always follow your brand guidelines, adopt a "voice" that caters to every audience but is also authentic to your new brand, which is begginning to develop a personality. Now that you're in charge of a growing audience, you need plenty of content to feed them. You maintain an infinite stream of videos, photos, ballads, written-word (captions; long-form), Powerpoint. Maybe you should start a podcast, too? Now you createcreatecreate, always one eye on the socials feed, praying to go viral, become an overnight sensation and... I don't know, sell your business?

It is an exhausting, perplexing exercise, but it's how you grow. Where else will people find you? The phone book?

Our problem is how these platforns incentivise doing things to make content. Holding events for the photos, shooting films to turn them into clips, recording songs destined to become trendy soundbites. It's the antithesis of what Love Interests is, so we chose not to participate. We've gone all-in on slow media. You can see our "feed" on our website. There is no follow button, but if you check back every once in a while you'll hear what we're up to and how you can be part of it — and then you're free to leave again! New issues, events, and programmes will be announced on our website and in our newsletter, and the rest of our announcements will happen out in the real world.

If you do choose to follow us on a social platform, here's what you can expect: pieces of art and media loved by our staff and readers that we felt like sharing. Possibly even some moments from our (gasp) real lives! It will not be styled, curated, glamorous, or regular, but it will be a close approximation of what social media used to mean to us, and if that excites you then yes! Come be our friend!