Growth, Good and Bad

Guest Post

Elon Musk isn’t the only one growing interest in a social media platform with a free-for-all, anything goes strategy.

Rumble is a video licensing and sharing platform similar to YouTube but with fewer restrictions for content creators and marketed as a politically “neutral” platform. The site was launched in 2013 but has gotten more attention recently after offering Joe Rogan $100 million to leave Spotify. Rumble also recently welcomed other controversial and “canceled” creators who have been banned on other popular apps like “king of toxic masculinity” Andrew Tate (who Musk also brought back to Twitter).

The content guidelines on popular social media apps like Tiktok, Instagram, Facebook, and YouTube are meant to help keep kids safer online but can be frustrating for many digital creators—not just alt-righters and wannabe cult leaders. Shadow-banning and suspension can affect even the most wholesome users who don’t appease the algorithms. 

With a growing user base of around 78 billion—mostly men, Rumble is clearly appealing to creators hoping to take advantage of the higher revenue share and less restrictive content policies as well. 

According to a statement on the site from the founder and CEO Chris Pavlovski Rumble’s staff creates “technologies that are immune to cancel culture. Because everyone benefits when we have access to more ideas, diverse opinions, and dialogue.”

Investors and misinformation monitors, however, aren’t happy. Rumble recently saw its stock tumble on poor revenues, and NewsGuard reported that nearly half of the general election-related information on the platform was untrustworthy. Companies looking for sustainable growth may want to focus on email append services and building community rather than Rumble and Musk Twitter-style controversies.

When anti-censorship and anti-cancel culture messaging are the highlighted benefits, right wing zealots with microphones (and their fans) are part of the package. 

Pavlovski says Rumble wasn’t launched with the intention of catering to conservatives but platforming former US president Donald Trump who was banned on Twitter to prevent future risk of inciting violence is not “neutral”. Regardless, some market analysts think it may appeal to both sides of the political spectrum who favor fewer restrictions for content creators. 

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