PLATFORM PERSPECTIVES
Data Visualization | Visual Design | User Research | Notational Design
OVERVIEW
My role: Data Visualization Designer
Focus: Notational Design + User Research
The mission: Decode how one tiny feature runs the entire social media ecosystem
THE QUESTION
We tap "like" hundreds of times a day without thinking about it.
But what if that simple button is actually the infrastructure holding social media together?
EXPLORATION
Started broad: mapping the evolution of social media platforms over time. (Img A)
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Then zoomed in: What does the "like" and reaction feature actually do across different platforms?
(Img B)
The evolution of social media platforms (Img A)
Focusing on like and reaction feature (Img B)
THE RESEARCH
Analyzed the most popular platforms worldwide: Instagram, Facebook, TikTok, LinkedIn, Spotify, Snapchat, dating apps, and more.
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The process:
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Captured screenshots of every like/reaction variation
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Sorted by type: post likes, comment likes, story reactions, short-video engagement
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Identified patterns across platforms
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Noticed how each platform styles the feature differently
Breaking down how "likes" work differently across contexts
FINDING PATTERNS
Some platforms make likes public (Instagram, Twitter). Others keep them private (Spotify playlists, Shein wishlist).
Some use reactions for validation. Others use swipes (dating apps). Some avoid likes entirely (Snapchat streaks).
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The insight: The same feature serves completely different purposes depending on context.
Breaking down how "likes" work differently across contexts
THE SYSTEM
Mapped every variation to understand:
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Where likes appear
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Who sees them
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What they actually mean
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How they shape behavior
Sorting likes by function: posts, comments, stories, short videos, personal collections
THE SYSTEM
Four categories emerged:
1. User Engagement: How platforms measure interaction and involvement
2. Monetization:VHow likes convert to revenue (ads, subscriptions, partnerships)
3. Emotional Expression: How users convey feelings through reactions
4. Content Visibility: How likes determine what gets seen and amplified
Each platform ranked as high, medium, or low impact in each category, visualized through box sizing and notation.
The complete system: four dimensions of how "likes & reaction" power social media
WHAT IT REVEALS
The "like" isn't just a button, it's the lever that controls:
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What content goes viral
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How platforms make money
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How we express emotion online
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Who gets seen and who gets buried
Different platforms, same feature, completely different power dynamics.
TAKEAWAY
We think of likes as simple feedback. But they're actually the infrastructure of engagement, emotion, monetization, and visibility across every platform we use.
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This map decodes the hidden system behind the thumbs-up.