You don’t want to be internet famous

I don’t want to be internet famous. But I know how to do it. It’s easy:

Play to an algorithm.
See step 1.
Repeat.

If you think I’m oversimplifying, I’m really not. This is what it takes. More than anything else, you have to pay attention to what the algorithm on your chosen platform rewards—what incites engagement—and act accordingly. And what does it reward most consistently? Anger. Rage. Hostility. These things the Bible calls “works of the flesh” (Gal. 5:19–21).

Anger, especially, moves fast. It is a high arousal emotion that immediately triggers our flight or flight responses. So if we want to be famous, all it takes is pulling that trigger.

The Allure of Fleeting Fame

Anyone can do it. Even you. Even me. And many people do. There are people that you’ve only ever heard of—literally the only reason—is because they play to the algorithm. Some have built massive online platforms, podcasts, and social followings. Others have mega-selling books. They got what they wanted. Or what they think they wanted.

But here’s the problem: You have to keep feeding the beast. As the saying goes, what you win people with is what you win them to. And if anger is what won you an audience, that’s what you need to keep offering. So you might start with genuine righteous indignation about a particular issue, but over time, it becomes performative. It turns to manufacturing controversy. (Which is also why you see so many pastors saying foolish things on the internet for clicks.) And eventually, inevitably, the audience you build will turn on you.

The allure of fame, of making a name for ourselves, is nothing new. It’s a tale as Babel (Gen. 11). We know how it worked out for the tower builders. And we know how it’s worked out for every other builder since. Yet we keep trying. We keep thinking that, just maybe, it’ll be different for us.

But it never is. In the long run, it lets us down.

Why Do We Think Too Small?

Unsurprisingly, Jesus had something to say about this. Near the end of his incarnate ministry, he told his disciples:

If anyone desires to come after me, let him deny himself, and take up his cross, and follow me. For whoever desires to save his life will lose it, but whoever loses his life for my sake will find it. For what profit is it to a man if he gains the whole world, and loses his own soul? Or what will a man give in exchange for his soul? For the Son of Man will come in the glory of his Father with his angels, and then he will reward each according to his works. Assuredly, I say to you, there are some standing here who shall not taste death till they see the Son of Man coming in his kingdom (Matt. 16:24–28 NKJV).

Many people struggle with these words. After all, it sounds like what Jesus is saying is that what we want doesn’t matter at all. Our desires, hopes, and dreams in life don’t matter. But this isn’t exactly what’s happening. Remember, this occurred immediately after Jesus predicted his death and resurrection. And Peter, being Peter, of course rebuked Jesus for it. “Far be it from you, Lord; this shall not happen to you,” he said (Matt. 16:22). Peter and the other disciples did not understand that the Messiah—the long-awaited king of Israel—would die. They assumed, as so many did, that the Messiah would be a conqueror who would rule over an earthly kingdom. And when he came into his glory, they would come into theirs too.

To this, Jesus said, they were thinking too small. Jesus was and is a king, without question. But the path to his kingdom was through self-sacrifice, not self-preservation. And those who follow after Christ must know that doing so comes with a cost. Sometimes those costs are substantial. Others, the cost is discreet, something only we might be aware of. But it’s always there.

What Does it Profit to Court the Algorithm?

Which brings us back to the matter at hand: Internet notoriety and the questions at the heart of Jesus’ rebuke of his disciples: “For what profit is it to a man if he gains the whole world, and loses his own soul? Or what will a man give in exchange for his soul?”

These questions challenge us to look at what we’re doing and consider the benefit and the cost. What does it profit to court the algorithm? What will a person give to be “famous,” even if it’s only for a moment?

I’m concerned too many of us are too willing to give up our character and integrity for something that really doesn’t matter. To act in ways that are contrary to the fruit of the Spirit—to be short on love, joy, peace, patience, kindness, goodness, gentleness, faithfulness, and self-control (Gal. 5:22–23). And for what? For likes and clicks and comments. And I write this as someone who feels the temptation toward taking the easy path toward building a following. (After all, I am a writer, and writers need engaged and invested audiences.) But do I want to build an audience in a way that violates my conscience and character? Not even a little.

For me, the cost is too great, and the “reward” is too small. Better to be faithful and overlooked by the algorithm. To do what’s right and trust God to bring about the fruit at the right time, according to his purposes. Because that’s what really matters.

Photo by Prateek Katyal on Unsplash