The changes at X have shone a lens on the vulnerability of social media platforms. Customers are moving away from wanting to engage with billionaire-led platforms and instead have control over their content and data.
Battisby thinks that “we are moving towards a need for the decentralizati saudi arabia phone number on of social networks. Some of the new and exciting platforms that we're seeing include Mastodon, which is seeing a huge amount of downloads over the last couple of weeks. And it’s an interesting tool because it is built by the masses.”
Other apps are in the works like BlueSky, which is being developed by X’s ex-CEO, Jack Dorsey. More an infrastructure than a platform, the company describes it as “a new foundation for social networking which gives creators independence from platforms, developers the freedom to build, and users a choice in their experience."
The ‘creator economy’ will grow and change
As brand awareness becomes more of a focus on social media (as opposed to pure lead generation), marketers need to find creators that have a voice a
nd fan base (small or otherwise).
It can be a challenge for brands to create content that engages customers in a time-starved world. That’s where content creators come in and that doesn’t mean high-level influencers. It can mean employees, customers, or even subject matter experts in a niche area.
“Since COVID we've seen a new social media culture that focuses not on the number of followers, but on the content itself, in this era of what they're calling ‘recommended media’. I believe this pushes brands even more to work with influencers and content creators,” says Neal Schaffer, social media leader, and author.
The emergence of content creator funds on TikTok, YouTube, and Twitch means there’s an incentive for creators to put time into creating content a brand could take advantage of.