In “The Algorithm Never Sleeps, Neither Do I,” Andreas Prasetya Putra takes us on a journey from his childhood helping his parents in a local gas business to becoming a successful content creator with millions of followers on platforms like TikTok. He discusses how algorithms shape our digital experiences and emphasizes that these tools should be understood and mastered rather than feared.
Andreas encourages young Indonesians to confront challenges with confidence, viewing themselves as larger than the problems they face. He shares insights on how to exploit algorithms to generate content that engages audiences, highlighting the importance of understanding the mechanics behind social media platforms. By presenting engaging formats and tracking metrics, he aims to empower others to create impactful content while demystifying the technology that drives engagement.
Ultimately, Andreas asserts that while algorithms are powerful, human creativity and intention should guide their use for positive outcomes. His talk is not just about content creation; it’s a call to action for the next generation to take control of their narratives in the digital landscape.
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Author Video Description
This talk gives a real and honest look at what it’s like to be a content creator trying to keep up with an algorithm that never sleeps. It talks about the pressure to stay relevant, the burnout from constantly chasing likes and views, and the struggle between being true to yourself and giving the audience what they want. Through personal stories, the speaker shows how being a creator today means being both the product and the performer, and how that can really mess with your sense of self, happiness, and purpose. Andreas Prasetya Putra is a Law graduate and the CEO of XD Collective, where he focuses on building Indonesia’s creative ecosystem. As an Executive Producer and the driving force behind multiple content brands, he combines his legal background with creativity to open opportunities for young people to pursue careers through passion and digital innovation. Andreas believes that creative education and media literacy are just as vital as formal education, and he actively champions collaboration between the creative industry, law, and community empowerment. This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at https://www.ted.com/tedx
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TEDx is an international community that organizes TED-style events anywhere and everywhere — celebrating locally-driven ideas and elevating them to a global stage. TEDx events are produced independently of TED conferences, each event curates speakers on their own, but based on TED’s format and rules.
Video “The Algorithm Never Sleeps, Neither Do I | Andreas Prasetya Putra | TEDxTSM” was uploaded on 10/13/2025 to Youtube Channel TEDx Talks