As social media platforms weigh up user experience vs. monetization, marketers struggle to keep up
Social media is becoming more bifurcated as an experience and marketers are left trying to read the tea leaves to determine which channels will suit their needs.
The split looks like this: there’s the user element of social media (as a way for people to connect and interact with each other) and there’s the media one (for advertisers and brands to target users). As new and emerging platforms enter the competitive field, the contrast of these use cases was clear during the recent earnings window. Platform execs appeared less interested in supporting user connections for the sake of them and more fixated on increasing users to bring in more money.
Meta CEO Mark Zuckerberg said that once execs have sorted user retention and experience on Threads, they’ll work on monetization. Snap’s CEO Evan Spiegel said that his platform’s top priorities are investing in products to sustain community growth and engagement, including measurable returns for advertisers and new revenue sources. And Pinterest’s CEO Bill Ready confidently noted that his team has become “laser focused” on its strategy with the aim of helping users go “from inspiration to action.”
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Source:: Digiday
