When everyone online suddenly loves the same band, meme, creator, or viral moment… is that culture happening naturally, or is someone manufacturing it behind the scenes?

This week, Jenny and Greg Swan dive into the strange world of “clipping,” bot networks, manufactured virality, and the growing feeling that the internet is becoming less authentic by the day. From Justin Bieber at Coachella to TikTok trends, fake outrage, algorithmic feeds, and digital psyops, they unpack how modern “trend simulation” is shaping not just what we buy, but what we believe is popular in the first place.

If social media is increasingly driven by fake crowds and manipulated narratives, how do humans stay human online?

Plus: Noah Kahan discourse, why Jenny thinks “normals already assume the worst,” Greg’s accidental long-term digital psyop strategy for introducing new music, AI creativity competitions in New York, and the extremely wholesome cooking creators currently healing Jenny’s algorithm.

Are we all just… not okay? In this episode, Jenny and Greg Swan unpack the emotional and digital overwhelm of the past few weeks — from political violence and algorithmic trauma to school shootings and the unbearable pressure to post through it all. This episode is for anyone feeling off, overwhelmed, or overexposed. The internet is a tool . Not a place you have to live. Take care of your brain. Then come back when you're ready.

In this episode of The Cave Project, we sit down with stand-up comedian and creative director Matt Keck to chat about the human side behind viral social media phenomena. Known for his witty contributions to the Wendy's Twitter persona and his viral "I'm a Snake" video, Keck shares insights on leveraging humor and social media for global engagement from his home base in Kansas City. Join Jenny and Greg Swan as they explore how Keck's early adoption of platforms like Myspace shaped his career, the psychological impacts of social media fame, and the transition from viral moments to sustainable creative work.

Social media can both connect us and also push us apart. In this live recording of The Cave Project podcast, hosts Jenny and Greg Swan discuss the social media dilemma, its impact on our daily lives, and how we can reclaim our digital spaces with a human-centric approach. Special thanks to Social Media Breakfast for hosting and Skelly Video Productions for capturing audio and photos.

Social media marketers can be a paradox. Evangelizing the marketing power of social media during the day and then decrying its negative effects at night. Or even further, restricting their own kids from social media when it’s paying the bills at home. Join Jenny and Greg Swan for a conversation about the social dilemma, how Greg changed his mind about social for kids after having kids, and the need for social media marketers to “walk the talk” when it comes to changing the future of social for the better