The clock may be ticking on social media as we've known it.
Or, more accurately, TikTocking.
TikTok is giving social media platforms like Facebook and Instagram fits, specifically because it’s not a social media platform. It’s a content discovery engine that uses a smart algorithm instead of a social graph – which makes it much more engaging and addictive.
Major influencers (like the Kardashians) are upset, because they have massive (semi)direct relationships with their audience based on the social graph and their celebrity. The algorithm doesn’t care about that – only about the most riveting content.
“Instagram is in an identity crisis,” said Qianna Smith Bruneteau, founder of the American Influencer Council.
So, where will influencers have to head to enjoy that direct relationship with fans in an algorithm-driven world? That’s right… email.
The irony, of course, is that since the beginning of social media, pundits have been wrongly claiming it would kill email.
Instead, email is stronger than ever, and may well outlast social media.
Listen in for what this means.
- The End of Social Media and the Rise of Recommendation Media
- The newsletter boom is over. What’s next?
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