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Framed: A Villain's Perspective on Social Media
"His writing is bold, funny, and brutally honest as he explains how social media platforms can be exploited and how the chase for clout drives people to do crazy things."—Chris Buetti, CEO of Lionize
The Big Tech exposé they didn’t want written.
A rogue software engineer built bots that ran rampant across social media, helping clients gain millions of followers. His reputation as a rule-breaker landed him at a startup where he designed the controversial systems—news feeds and push notifications—that keep users addicted.
Framed pushes opinions on influencers, algorithms, filter bubbles, botnets, screen addiction, spam, shadowbans, black hat marketing, deplatforming, the “dead internet” theory, and why people are still buying fake followers.
And–getting banned. Read Framed while you still can.
The Big Tech exposé they didn’t want written.
A rogue software engineer built bots that ran rampant across social media, helping clients gain millions of followers. His reputation as a rule-breaker landed him at a startup where he designed the controversial systems—news feeds and push notifications—that keep users addicted.
Framed pushes opinions on influencers, algorithms, filter bubbles, botnets, screen addiction, spam, shadowbans, black hat marketing, deplatforming, the “dead internet” theory, and why people are still buying fake followers.
And–getting banned. Read Framed while you still can.
438 pages, Kindle Edition
Published February 28, 2025
18 people are currently reading
1092 people want to read
About the author
Tim O'Hearn
1 book1,202 followersTim O’Hearn is a software engineer who works in quantitative finance. He is also an entrepreneur and freelance writer.
As a sports journalist, he covered the 2024 World Athletics Cross Country Championships in Belgrade, Serbia. As a prolific creator of user-generated content, he has written hundreds of book reviews and thousands of other entries such as restaurant reviews, product reviews, blog posts, and comments-section polemics.
Framed: A Villain's Perspective on Social Media is his first book.
Tim lives alone in the West Village.
As a sports journalist, he covered the 2024 World Athletics Cross Country Championships in Belgrade, Serbia. As a prolific creator of user-generated content, he has written hundreds of book reviews and thousands of other entries such as restaurant reviews, product reviews, blog posts, and comments-section polemics.
Framed: A Villain's Perspective on Social Media is his first book.
Tim lives alone in the West Village.
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Displaying 1 - 13 of 13 reviews
February 9, 2025
I enjoyed the book. I also wrote it.
June 18, 2025
Clever and unsettling. Framed looks at the dark side of social media through the eyes of a software engineer. It shows how online platforms have quickly grown and how they now shape our daily lives and politics. Some parts are disturbing, like the sections on trolling and hate speech. But some parts are hard to understand if you’re not familiar with tech terms. Overall, it’s an interesting book, but not an easy read.
April 3, 2025
Tim O’Hearn’s Framed is part confessional, part manifesto, and part digital history lesson. It’s an unflinching look at the dark underbelly of social media from the eyes of someone who didn’t just observe the chaos but actively fueled it. The book is split into two distinct thematic halves: one that offers a raw and tragicomic commentary on the evolution of online platforms and another that lifts the curtain on the black-market mechanics behind Instagram growth services. It reads like a fever dream stitched together by code, ambition, nostalgia, and regret.
The writing is sharp, sarcastic, often hilarious, and, at times, deeply unsettling. O’Hearn opens with a blunt confession—he bought fake followers in 2012, then built systems responsible for hundreds of millions of Instagram engagements. There’s something haunting about watching a man justify digital manipulation as retribution for “all the hours stolen” by addictive apps. His tone wavers between playful arrogance and reflective melancholy, especially when he recalls declined payments from users who emptied their bank accounts chasing online validation.
Where the book really shined for me was in its documentation of the "Instagram Underworld." I had no idea how deep the rabbit hole went. Chapters like “Instagress Alternative Alternatives” and “The Puppeteer Part II” read like noir thrillers. O’Hearn walks us through SMM panels, botnet mechanics, and the endless game of cat-and-mouse with Instagram’s legal team. He doesn’t just tell you what happened—he shows you the gritty details, the hustle, the absurdity. I was shocked by how openly he talks about skirting terms of service, about creating entire ecosystems to sell illusions. Yet somehow, you’re compelled to keep reading. It’s like watching someone build a house out of matchsticks—fascinating and inevitably destructive.
Still, what moved me most wasn’t the technical stuff—it was the nostalgia. In the section on Myspace, O’Hearn lets his guard down. He describes being a “computer nerd” who found solace in HTML, emo bands, and chaotic whore trains. That chapter, “A Place for Friends, Pimps, and Whores,” might be one of the best tributes to early internet culture I’ve read. He captures the weird, wonderful mess of Web 2.0 with affection and insight, highlighting how Myspace wasn’t just a platform—it was a playground, an identity factory, a war zone of teenage hormones and CSS. I couldn’t help but smile through those pages.
Framed isn’t trying to solve social media’s problems—it’s just telling you what’s been swept under the rug. O’Hearn doesn’t ask for redemption, and he doesn’t offer any, either. His honesty is disarming, his sarcasm sharp, and his storytelling addictive. If you’re a digital marketer, a tech skeptic, or just someone who’s spent way too much time scrolling through curated lives, this book is for you. It’s a ride through the seedy backstage of social media—and once you’ve seen it, you’ll never look at your feed the same way again.
The writing is sharp, sarcastic, often hilarious, and, at times, deeply unsettling. O’Hearn opens with a blunt confession—he bought fake followers in 2012, then built systems responsible for hundreds of millions of Instagram engagements. There’s something haunting about watching a man justify digital manipulation as retribution for “all the hours stolen” by addictive apps. His tone wavers between playful arrogance and reflective melancholy, especially when he recalls declined payments from users who emptied their bank accounts chasing online validation.
Where the book really shined for me was in its documentation of the "Instagram Underworld." I had no idea how deep the rabbit hole went. Chapters like “Instagress Alternative Alternatives” and “The Puppeteer Part II” read like noir thrillers. O’Hearn walks us through SMM panels, botnet mechanics, and the endless game of cat-and-mouse with Instagram’s legal team. He doesn’t just tell you what happened—he shows you the gritty details, the hustle, the absurdity. I was shocked by how openly he talks about skirting terms of service, about creating entire ecosystems to sell illusions. Yet somehow, you’re compelled to keep reading. It’s like watching someone build a house out of matchsticks—fascinating and inevitably destructive.
Still, what moved me most wasn’t the technical stuff—it was the nostalgia. In the section on Myspace, O’Hearn lets his guard down. He describes being a “computer nerd” who found solace in HTML, emo bands, and chaotic whore trains. That chapter, “A Place for Friends, Pimps, and Whores,” might be one of the best tributes to early internet culture I’ve read. He captures the weird, wonderful mess of Web 2.0 with affection and insight, highlighting how Myspace wasn’t just a platform—it was a playground, an identity factory, a war zone of teenage hormones and CSS. I couldn’t help but smile through those pages.
Framed isn’t trying to solve social media’s problems—it’s just telling you what’s been swept under the rug. O’Hearn doesn’t ask for redemption, and he doesn’t offer any, either. His honesty is disarming, his sarcasm sharp, and his storytelling addictive. If you’re a digital marketer, a tech skeptic, or just someone who’s spent way too much time scrolling through curated lives, this book is for you. It’s a ride through the seedy backstage of social media—and once you’ve seen it, you’ll never look at your feed the same way again.
March 22, 2025
Disclaimer: I received a free copy of Framed in exchange for an honest review.
Framed can be split into two parts: the personal experiences of an early social media adopter (which was my favorite part) and an accessible, behind-the-scenes look at the backend of social media "gray areas" like bots, IG account promotion, and dealing with dissatisfied customers in the wake of changing social media policies (like API access being revoked for developers on IG).
The beginning chapters about the MySpace age and O'Hearn's interactions with the site - emo kids, cyberbullying, "pimping," et al - were especially interesting to me as someone who was vaguely aware of the phenomenon at the time but didn't live it. In fact, O'Hearn's personal reflections and experience that sprouted from his time online were the most powerful parts of the book for me. Whether it was learning about a burgeoning personal relationship with a potential romantic partner that or talking about his experiences with cyber-bullying in the MySpace age (I'm leaving whether O'Hearn was the bully or the bullied for the reader to discover on their own), the first-person reflections on interacting with social media really sold the book for me.
As for learning about the backend of social media and people using outside services to boost the perception of their social media popularity, I can't say I'm surprised, but I also can't say that I'm inclined to continue being an enthusiastic social media consumer after finishing Framed.
O'Hearn really breaks down what drives people to buy followers, why most of them won't succeed (or "git gud"), and the blunt motivations behind these business practices, which honestly turned me off of social media for a while. While I learned about hackathons, follower-buying, and APIs, it was O'Hearn's description of non-participative spectators that fascinated me the most. This is especially notable when it comes to video games; today, more young users spend time WATCHING streamers play games than playing themselves! Even adults aren't immune. People who would normally go out and try a new sport are more likely to buy expensive equipment and watch social media videos of others talking about the sport. If you have a background in coding or social media development, you’ll likely get even more out of these chapters.
For these reasons, I'd recommend Framed to anyone interested in learning more about how social media has evolved from the POV of a software engineer and his first-hand experience, both as teenager and an experienced user and even algorithmic manipulator. If you're intrigued by the evolution of online culture and want to see it through both a user's and a developer's lens, Framed is a fantastic place to start your journey.
Framed can be split into two parts: the personal experiences of an early social media adopter (which was my favorite part) and an accessible, behind-the-scenes look at the backend of social media "gray areas" like bots, IG account promotion, and dealing with dissatisfied customers in the wake of changing social media policies (like API access being revoked for developers on IG).
The beginning chapters about the MySpace age and O'Hearn's interactions with the site - emo kids, cyberbullying, "pimping," et al - were especially interesting to me as someone who was vaguely aware of the phenomenon at the time but didn't live it. In fact, O'Hearn's personal reflections and experience that sprouted from his time online were the most powerful parts of the book for me. Whether it was learning about a burgeoning personal relationship with a potential romantic partner that or talking about his experiences with cyber-bullying in the MySpace age (I'm leaving whether O'Hearn was the bully or the bullied for the reader to discover on their own), the first-person reflections on interacting with social media really sold the book for me.
As for learning about the backend of social media and people using outside services to boost the perception of their social media popularity, I can't say I'm surprised, but I also can't say that I'm inclined to continue being an enthusiastic social media consumer after finishing Framed.
O'Hearn really breaks down what drives people to buy followers, why most of them won't succeed (or "git gud"), and the blunt motivations behind these business practices, which honestly turned me off of social media for a while. While I learned about hackathons, follower-buying, and APIs, it was O'Hearn's description of non-participative spectators that fascinated me the most. This is especially notable when it comes to video games; today, more young users spend time WATCHING streamers play games than playing themselves! Even adults aren't immune. People who would normally go out and try a new sport are more likely to buy expensive equipment and watch social media videos of others talking about the sport. If you have a background in coding or social media development, you’ll likely get even more out of these chapters.
For these reasons, I'd recommend Framed to anyone interested in learning more about how social media has evolved from the POV of a software engineer and his first-hand experience, both as teenager and an experienced user and even algorithmic manipulator. If you're intrigued by the evolution of online culture and want to see it through both a user's and a developer's lens, Framed is a fantastic place to start your journey.
June 14, 2025
Book Review: Framed: A Villain’s Perspective on Social Media by Tim O’Hearn - A Public Health Parent’s Nightmare—and Necessary Wake-Up Call
As both a public health professional and a parent of teenagers, I approached Framed with equal parts dread and urgency. O’Hearn’s unflinching exposé of social media’s underbelly—botnets, shadowbanning, and the commodification of human attention—validated my deepest professional concerns while triggering visceral parental anxiety. His “villain’s perspective” (a provocative framing that initially unsettled me) ultimately serves as a masterclass in systemic critique, revealing how platform architectures engineer public health crises, particularly for youth.
Emotional Resonance & Professional Relevance
The chapters dissecting influencer culture’s psychological toll left me pacing my office. O’Hearn’s analysis of how algorithms prioritize conflict over connection mirrors my own research on adolescent mental health declines linked to >3 hours daily use (a threshold 35% of U.S. teens exceed). As a parent, his case studies of spam accounts targeting minors—disguised as peer communities—made me physically nauseous. Yet his dark humor (e.g., comparing bot farms to digital puppy mills) provided grim catharsis, a coping mechanism many public health workers will recognize.
Constructive Criticism
-Structural Solutions Gap: While O’Hearn brilliantly diagnoses problems, his actionable recommendations lean heavily on individual vigilance over policy change—a missed opportunity to leverage public health frameworks like the Social-Ecological Model.
-Data Nuance Needed: Claims about mental health impacts would benefit from citing longitudinal studies (e.g., the HHS-reported doubling of depression risk with prolonged use) to counter potential “moral panic” accusations.
-Parental Toolkit Absence: Given the book’s relevance to caregivers, a supplemental guide with age-appropriate screen time strategies would amplify its utility.
Why This Book Matters Now
With lawsuits now framing social media as a public health crisis (particularly for adolescent neurodevelopment), O’Hearn’s insider account offers critical evidence for regulatory battles. His revelation that “engagement” metrics prioritize harm resonates with my work on digital determinants of health—a paradigm shift our field urgently needs.
Acknowledgments
Thank you to the publisher and Book Sirens for the review copy. This book should be required reading for pediatricians, school boards, and legislators—its blend of dark comedy and dystopian reality might finally spur action.
Rating: 4.5/5 (A gut-punch of a book—would strengthen with public health intervention frameworks.)
Note: Pair this with the Surgeon General’s 2025 advisory on social media and youth mental health for a full policy perspective.
As both a public health professional and a parent of teenagers, I approached Framed with equal parts dread and urgency. O’Hearn’s unflinching exposé of social media’s underbelly—botnets, shadowbanning, and the commodification of human attention—validated my deepest professional concerns while triggering visceral parental anxiety. His “villain’s perspective” (a provocative framing that initially unsettled me) ultimately serves as a masterclass in systemic critique, revealing how platform architectures engineer public health crises, particularly for youth.
Emotional Resonance & Professional Relevance
The chapters dissecting influencer culture’s psychological toll left me pacing my office. O’Hearn’s analysis of how algorithms prioritize conflict over connection mirrors my own research on adolescent mental health declines linked to >3 hours daily use (a threshold 35% of U.S. teens exceed). As a parent, his case studies of spam accounts targeting minors—disguised as peer communities—made me physically nauseous. Yet his dark humor (e.g., comparing bot farms to digital puppy mills) provided grim catharsis, a coping mechanism many public health workers will recognize.
Constructive Criticism
-Structural Solutions Gap: While O’Hearn brilliantly diagnoses problems, his actionable recommendations lean heavily on individual vigilance over policy change—a missed opportunity to leverage public health frameworks like the Social-Ecological Model.
-Data Nuance Needed: Claims about mental health impacts would benefit from citing longitudinal studies (e.g., the HHS-reported doubling of depression risk with prolonged use) to counter potential “moral panic” accusations.
-Parental Toolkit Absence: Given the book’s relevance to caregivers, a supplemental guide with age-appropriate screen time strategies would amplify its utility.
Why This Book Matters Now
With lawsuits now framing social media as a public health crisis (particularly for adolescent neurodevelopment), O’Hearn’s insider account offers critical evidence for regulatory battles. His revelation that “engagement” metrics prioritize harm resonates with my work on digital determinants of health—a paradigm shift our field urgently needs.
Acknowledgments
Thank you to the publisher and Book Sirens for the review copy. This book should be required reading for pediatricians, school boards, and legislators—its blend of dark comedy and dystopian reality might finally spur action.
Rating: 4.5/5 (A gut-punch of a book—would strengthen with public health intervention frameworks.)
Note: Pair this with the Surgeon General’s 2025 advisory on social media and youth mental health for a full policy perspective.
July 12, 2025
The internet is comparable to a Catch-22 situation; it has positives and negatives, and whichever side you lean toward will likely influence your opinion. On the positive side, it allows users to find nearly any answer with just a few clicks or voice commands, enables convenient online shopping, and is home to countless cute cat videos. On the negative side, it can mislead people, contribute to bullying, and become a source of deceit.
Since its first “official” birthday in 1983, and fast forward ten years later when it was publicly available in 1993, the internet has undergone significant changes and “matured” over the decades. Tim O’Hearn, author, journalist, former social media enthusiast, and web creator, explores this evolution in his debut book Framed: A Villain’s Perspective on Social Media. The book contains sections that provide insights into the history and lesser-known facts about social media platforms, beginning with the infamous MySpace and continuing through Facebook, Twitter, and Instagram, discussing their original purposes along with shortcuts that allow users to manipulate them, which ties into the “villain” theme of his title.
O’Hearn demonstrates his writing versatility by covering a range of related topics that showcase his knowledge and credibility. He presents researched and acquired facts and, if read between the lines, the sociological impact of the internet and social media, along with elements of human nature. He follows this by offering an insightful, in-depth, and brutally honest account of his formative years, discussing the internet’s influence and how he chose to utilize his unique skill set.
O’Hearn was born at the right time to have experienced the beginnings of social media firsthand. For many readers, Framed will likely evoke nostalgic feelings and memories; it might even inspire them to log back into MySpace! I was active during that era, but the information presented in the book has been eye-opening, revealing things I didn’t know about the platforms and various backdoor deals and offerings from then and now.
The impact of the presented information, along with the relatability and overall reading experience, may vary based on the readers’ age ranges. Generation X will recognize their experiences witnessing the rise of the internet, while Millennials were the first to become immersed and familiar with the technological advancements that shaped their years. Framed: A Villain’s Perspective on Social Media by Tim O’Hearn offers something for everyone. The first part, focusing on facts and knowledge, will likely resonate more with readers in the technology field; however, the second part, centering on his personal experiences and his technological “maturity,” will appeal to a broader audience.
Since its first “official” birthday in 1983, and fast forward ten years later when it was publicly available in 1993, the internet has undergone significant changes and “matured” over the decades. Tim O’Hearn, author, journalist, former social media enthusiast, and web creator, explores this evolution in his debut book Framed: A Villain’s Perspective on Social Media. The book contains sections that provide insights into the history and lesser-known facts about social media platforms, beginning with the infamous MySpace and continuing through Facebook, Twitter, and Instagram, discussing their original purposes along with shortcuts that allow users to manipulate them, which ties into the “villain” theme of his title.
O’Hearn demonstrates his writing versatility by covering a range of related topics that showcase his knowledge and credibility. He presents researched and acquired facts and, if read between the lines, the sociological impact of the internet and social media, along with elements of human nature. He follows this by offering an insightful, in-depth, and brutally honest account of his formative years, discussing the internet’s influence and how he chose to utilize his unique skill set.
O’Hearn was born at the right time to have experienced the beginnings of social media firsthand. For many readers, Framed will likely evoke nostalgic feelings and memories; it might even inspire them to log back into MySpace! I was active during that era, but the information presented in the book has been eye-opening, revealing things I didn’t know about the platforms and various backdoor deals and offerings from then and now.
The impact of the presented information, along with the relatability and overall reading experience, may vary based on the readers’ age ranges. Generation X will recognize their experiences witnessing the rise of the internet, while Millennials were the first to become immersed and familiar with the technological advancements that shaped their years. Framed: A Villain’s Perspective on Social Media by Tim O’Hearn offers something for everyone. The first part, focusing on facts and knowledge, will likely resonate more with readers in the technology field; however, the second part, centering on his personal experiences and his technological “maturity,” will appeal to a broader audience.
September 26, 2025
While I'm not a complete luddite, I never really resonated with social media as a whole. I know what a Vtuber is, an influencer, and all of that jazz. Yet my personal exposure to it is extremely limited. No Facebook account, Twitter, Bluesky, whatever; ancient MySpace, LiveJournal, and Instagram accounts that are filled with cobwebs. My online interactions these days are more like YouTube, Discord, Zoom, and online community sites like these. Even then, I try to set my time to about two hours max a day for any of them.
So I learned much from O'Hearn's insights. I'm sure that some of the knowledge isn't all that revolutionary, the old adage of "Just follow the money" still applies with these apps. Especially the downfall of TV being a mainstream influence for a whole generation of youth. But the idea of feeling compelled to "buy followers?" Really? I had no idea that was a thing. I'm well aware of the dead internet theory (the bots, aggressive algorithms, and the dangers of generative AI), so it was more the previous decade or so leading up to that that caught my rapt attention. Considering that O'Hearn confessed to have personally suffered digital burn-out from being so addicted to social media sounds horrifying to me.
Yet I know that it happens. It's happening more and more each day. And I really worry for the younger generations who are being raised with that sort of digital pressure. It's well enough to say that you don't need your phone, but O'Hearn is pretty clear on illustrating how hard and destructive social media can be if you're always plugged in.
Honestly, it makes me glad to not have to my income be entirely reliant upon social media. Sounds pretty cut-throat if you want to "succeed," like any other corporate industry.
Framed is an informative read that might be a hard pill to swallow if you're addicted to generative AI or social media, maybe. For me it was an introspective exposé/memoir that I appreciated to hear from: one from a software engineer who had run the social media craze himself. While I don't condone all of his actions, it's tempered by his honest humility and in-depth analysis. Combined with a whole plethora of citations to go with it.
I want to share his optimism for technology, but only if there are reforms and oversight. Otherwise, it's difficult for me to remain that way if these troubling trends continue. And no, I won't be following you back, O'Hearn. Probably won't be doing that for anyone any time soon.
I received an advance review copy for free, and I am leaving this review voluntarily.
So I learned much from O'Hearn's insights. I'm sure that some of the knowledge isn't all that revolutionary, the old adage of "Just follow the money" still applies with these apps. Especially the downfall of TV being a mainstream influence for a whole generation of youth. But the idea of feeling compelled to "buy followers?" Really? I had no idea that was a thing. I'm well aware of the dead internet theory (the bots, aggressive algorithms, and the dangers of generative AI), so it was more the previous decade or so leading up to that that caught my rapt attention. Considering that O'Hearn confessed to have personally suffered digital burn-out from being so addicted to social media sounds horrifying to me.
Yet I know that it happens. It's happening more and more each day. And I really worry for the younger generations who are being raised with that sort of digital pressure. It's well enough to say that you don't need your phone, but O'Hearn is pretty clear on illustrating how hard and destructive social media can be if you're always plugged in.
Honestly, it makes me glad to not have to my income be entirely reliant upon social media. Sounds pretty cut-throat if you want to "succeed," like any other corporate industry.
Framed is an informative read that might be a hard pill to swallow if you're addicted to generative AI or social media, maybe. For me it was an introspective exposé/memoir that I appreciated to hear from: one from a software engineer who had run the social media craze himself. While I don't condone all of his actions, it's tempered by his honest humility and in-depth analysis. Combined with a whole plethora of citations to go with it.
I want to share his optimism for technology, but only if there are reforms and oversight. Otherwise, it's difficult for me to remain that way if these troubling trends continue. And no, I won't be following you back, O'Hearn. Probably won't be doing that for anyone any time soon.
I received an advance review copy for free, and I am leaving this review voluntarily.
June 25, 2025
As an older millennial who worked in digital marketing using white hat practices for decades, this was an interesting and relevant read.
I’ve been in digital & social media marketing for so long that I was the first education advertiser to place an ad on Facebook’s beta ads program. So, reading about someone using black hat (unethical) tactics on the same platforms was eye-opening.
The book is well-researched, sourced and weaves in personal anecdotes. I lived through every era described—MySpace, LimeWire, AOL IM—so I found myself laughing along with his retelling of the Wild West days of early social media.
The opening chapter is a standout:
Chapter title: “Clout Chaser”
First line: “I bought my first batch of fake followers in 2012.” Hooked instantly.
The author claims, “This is not a research project, long-winded whistle blow, hit piece, or self-aggrandizing chronicle of my life.” But he does come off a bit arrogant at times—“This book covers social media marketing better than any other”—okay, bro. He frequently mentions reading entire books in a weekend. Welcome to the club. That said, I suspect it’s all part of his self-aware “villain” persona. So, well branded!
To his credit, the author is candid about his motivations: curiosity, clout, greed, vanity. He also offers a distinctly male perspective—not all readers will relate to every point, but many will still find value in his insights.
He nails the point around screen time addiction and the often-overlooked wisdom of teachers. (That’s coming from someone in edtech who talks to hundreds of teachers a year.)
Part 3 delves into Insta bot activity, which was fascinating, but as someone building social accounts from the ground up, I find follow/unfollow tactics hard to empathize with. It’s not surprising that as Instagram became more sophisticated, the Instagram growth business the author was a part of couldn’t survive.
This post is sponsored by Lionize, the influencer marketing platform mentioned in the book.
I’ve been in digital & social media marketing for so long that I was the first education advertiser to place an ad on Facebook’s beta ads program. So, reading about someone using black hat (unethical) tactics on the same platforms was eye-opening.
The book is well-researched, sourced and weaves in personal anecdotes. I lived through every era described—MySpace, LimeWire, AOL IM—so I found myself laughing along with his retelling of the Wild West days of early social media.
The opening chapter is a standout:
Chapter title: “Clout Chaser”
First line: “I bought my first batch of fake followers in 2012.” Hooked instantly.
The author claims, “This is not a research project, long-winded whistle blow, hit piece, or self-aggrandizing chronicle of my life.” But he does come off a bit arrogant at times—“This book covers social media marketing better than any other”—okay, bro. He frequently mentions reading entire books in a weekend. Welcome to the club. That said, I suspect it’s all part of his self-aware “villain” persona. So, well branded!
To his credit, the author is candid about his motivations: curiosity, clout, greed, vanity. He also offers a distinctly male perspective—not all readers will relate to every point, but many will still find value in his insights.
He nails the point around screen time addiction and the often-overlooked wisdom of teachers. (That’s coming from someone in edtech who talks to hundreds of teachers a year.)
Part 3 delves into Insta bot activity, which was fascinating, but as someone building social accounts from the ground up, I find follow/unfollow tactics hard to empathize with. It’s not surprising that as Instagram became more sophisticated, the Instagram growth business the author was a part of couldn’t survive.
This post is sponsored by Lionize, the influencer marketing platform mentioned in the book.
May 15, 2025
Have you ever stopped to think about the inner workings of the social media platform we all know and love?
Did that huge account really get all those followers organically?
Framed: A Villain’s Perspective on Social Media by Tim O’Hearn is an eye opening, thought provoking look at what goes on behind the scenes with social media. This is an extensive view of the author’s real experiences growing up with social media, designing software for social media growth platforms, and him leaving it all behind.
One of the things I really enjoyed about this book was getting the author’s perspective of early social media platforms. The simpler times of MySpace where you spent most of your time learning basic coding to have an epic page, and stressing over who was in your Top 8. Then Facebook came into the picture a few years later and ultimately dethroned MySpace with its sterile, basic design with no personalization options.
The second half of the book got really interesting as he deep dived into the inner workings of Instagram! I learned a lot about algorithms, APIs, bots, and automated growth programs. Tim really shed light on how “real” some of those spam follows and likes may be. It is an interesting perspective to hear about these growth tools from the view of the bot programmer.
As someone who has always had a fascination with social networks, this book gave me a lot of insight and information to help understand the social media age we live in. Definitely recommend this book to anyone who has an interest is learning more about social media and its inner workings!
Did that huge account really get all those followers organically?
Framed: A Villain’s Perspective on Social Media by Tim O’Hearn is an eye opening, thought provoking look at what goes on behind the scenes with social media. This is an extensive view of the author’s real experiences growing up with social media, designing software for social media growth platforms, and him leaving it all behind.
One of the things I really enjoyed about this book was getting the author’s perspective of early social media platforms. The simpler times of MySpace where you spent most of your time learning basic coding to have an epic page, and stressing over who was in your Top 8. Then Facebook came into the picture a few years later and ultimately dethroned MySpace with its sterile, basic design with no personalization options.
The second half of the book got really interesting as he deep dived into the inner workings of Instagram! I learned a lot about algorithms, APIs, bots, and automated growth programs. Tim really shed light on how “real” some of those spam follows and likes may be. It is an interesting perspective to hear about these growth tools from the view of the bot programmer.
As someone who has always had a fascination with social networks, this book gave me a lot of insight and information to help understand the social media age we live in. Definitely recommend this book to anyone who has an interest is learning more about social media and its inner workings!
August 4, 2025
This is a remarkable first book from the author: insightful, engaging, and highly recommended for computer scientists, social media researchers, or even tech enthusiasts in general. The writing is accessible and light enough to enjoy at any time of day, without compromising depth.
The authors conducted impressive investigative work using the Web Archive, uncovering material that adds richness and originality to the narrative. As a researcher in social network analysis, I particularly appreciated the thoughtful blend of historical context, personal perspective, and technical insight. The result is a well-balanced and compelling read.
The authors conducted impressive investigative work using the Web Archive, uncovering material that adds richness and originality to the narrative. As a researcher in social network analysis, I particularly appreciated the thoughtful blend of historical context, personal perspective, and technical insight. The result is a well-balanced and compelling read.
September 8, 2025
"Framed: A Villain's Perspective on Social Media is both witty and eye-opening, turning the usual narrative about online platforms upside down. Tim O’Hearn writes with sharp humor while still making you pause and think about how we present ourselves digitally. It’s clever, entertaining, and surprisingly insightful I’ll be recommending it to friends."
November 21, 2025
I received this book as a #goodreadsgiveaway. It took me far longer to finish than I had hoped, mostly because the writing style was not engaging. I thought this book would be a more in-depth view of black hat tactics and instead it was an egocentric view of the author's experience. I did learn some interesting things, but I traded far too much of my time for those tidbits.
June 8, 2025
A very interesting read about how he wanted to fight against the big tech giants. See just what he writes and how it will all go
I received an advance copy from hidden gems and will make you question social media
I received an advance copy from hidden gems and will make you question social media
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