How Platforms Work: Understanding Mechanics of Online Platforms and the Creator Economy

We spend hours every day on YouTube, Instagram, and TikTok — scrolling, watching, posting. These platforms decide what we see, who we follow, and how culture spreads. They shape our attention, our habits, even our economy. Yet for all their influence, few people truly understand how they actually work.

Drawing on seven years at Google and YouTube, Alina takes readers inside the machine. She reveals the systems, incentives, and design choices that drive the world’s biggest platforms — and explains why they behave the way they do. Along the way, she shows what this means for creators fighting to grow, businesses trying to stand out, and audiences searching for connection.

Part insider’s account, part practical guide, this book offers a rare behind-the-scenes look at the engines of today’s digital culture — and how to turn their gears to your advantage.