Social media has increasingly become indistinguishable from traditional media, characterized primarily by content hosting and advertising delivery. Despite this shift, the audiences on these platforms remain vast and influential. Large platforms like Meta, TikTok, and YouTube continue to capture significant attention and provide strong returns on investment. However, the effectiveness of these platforms is compromised by superficial engagement and transient attention. Achieving a balanced media strategy that incorporates multiple touchpoints is essential for real impact.
The classic line from Romeo and Juliet suggests that a 'rose by any other name would smell as sweet'. Meaning the label doesn't matter. But despite the pleading of an Italian Renaissance teen romantic, names do matter.
For years, 'social' has been sold as something different. A new paradigm. A place of conversation, community, and culture. But that is becoming less and less true.
These apps that dominate our attention have evolved to be just other forms of media. There's an interface, hosting content, with an audience, and a means to deliver advertisements.
Big audiences on a single platform don't guarantee scaled impact. Especially when the engagement is shallow and the attention is fleeting.
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