Social platforms and content performance.

When you look at a social platform, there is a proven business model in terms of why companies build a social media platform. It’s essentially to sell advertising and make money, and the way they need to do that is get as many people on the platform as possible, so that brands can market to them.

So there is a view that the platforms are free to the users, but in actual fact they are not free because there is a need to build an audience. Facebook, back in the early days before advertising was a massive revenue generator, engagement was at an all time high. The same thing that happened with Facebook will manifest to other social platforms over time, as at the core, they need to make revenue to sustain their businesses and best believe that will be through decreasing the drug that we all love (engagement) so that we can start paying for it.

So what can we do as marketers? Worry not about the social media channel, but on the marketing fundamentals of understanding your audience and providing them with good, relatable content that hopefully adds value to their lives.