Merzbow has an ironicly titled song name: "Become the discovered, not the discoverer"

I don't think that is the summary, because a main focus of the post is that social media makes you do things that others thing are "worth consuming", so you can post it for others to consume.

In this context, is consume the same thing as follow?

There's something about the use of consume in this way that has always bugged me.

Well put. My only social media connection was via Twitter, which I quit a month ago. This states the motivation, and the resulting benefit, succinctly.

A life worth consuming on social media?