I suspect it is because of a one/two punch: Social media is better than blogs for scratching the itch that is telling-your-opinion-to-world and gives much, much faster dopamine hits when people like/comment/etc. The blog reserve of untapped brainsweat: much of it got tapped.
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If you think of your favorite individual bloggers from back in the day, a) how many still blog and b) how many would you still describe as "a blogger" in terms of their professional accomplishments?
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I think there really was a massive career/impact/etc upgrade available to one particular form factor of writing on the Internet, and that upgrade got taken advantage of by many people, and it didn't so much vanish as "succeeded wildly."
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And I still think there are massive career/impact/etc upgrades available to writing on the Internet, but I would tell you to probably not frame yourself as a "blogger" to go after them these days. (That probably wasn't advantageous back in the day, either.)
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how about the death of google reader?
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Classic "worse is better" story. Twitter (and social media in general) is "worse" but far far more popular. So, hence, better.
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I built something to help surface random personal blogs from HN. I know it works, because I kept visiting the given (random) url, and... oops, there goes 20 minutes. https://random-hn-blog.herokuapp.com/ It was so I could learn a little about web scraping, but I'm pleased with the results!
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Shorter attention spans; micro-interactions. The race to shine the light on the next shiny object.
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Facebook, Google and Twitter privatized and supplanted the early open blog ecosystem (geocities rip) ... WordPress Drupal and Joomla made too many tools Monetization corporatized drowned out ameteur expression.
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Seems like a bifurcation—Twitter scratches the instant feedback/drive-by dopamine itch, and newsletters+podcasts are better than blogging for deeper dives and long-term audience?
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