The documentary examines the effect that a handful of companies, including but not limited to Google, Facebook, Instagram, and Twitter have over the public; it is emphasized that a relatively small number of engineers make decisions that impact billions of people. The documentary examines the current state of social media platforms focusing more specifically on problems in the industry. Jeff Orlowski, director of other documentaries such as Chasing Coral and Chasing Ice, designed the film to include conversations that tackle concepts in technology such as data mining, technology addiction, machine learning, artificial intelligence, and surveillance capitalism. The film follows a cast of interviewees, most of which have left their respective companies due to varying ethical concerns that the industry as a whole has lost its way.
The documentary begins with an introduction to the array of interviewees, each listing the companies they had previously worked for and their role within each respective company. The cast of actors is then presented with news coverage of social media’s adverse effects playing in the background. Each interviewee then goes over their grievances with social media. Between interview commentary, the dramatization side of the documentary provides insight into the inner workings of the technology that powers social media.