Inside the cost of social fragmentation – Digiday

This story is part of an eight-article editorial series that explores the ramifications of a fragmented social marketplace. More from the series →We’re three months into the year and the social media landscape already welcomed two new entrants: Twitter alternative T2 and personalized news app Artifact. In 2022, it was decentralized social media platform Mastodon, anti-filter app BeReal and social audio app Clubhouse that were making headlines.The market can be fickle as fortunes rise and fall — apps with hype cycles so grand marketers consider investing in teams to build out content for them only for that app to lose steam in a matter of months. As brands and agencies navigate the terrain to find users, placing bets to be rewarded as first movers, it can be expensive and time consuming with no guarantee of reward. “If you have enough time, enough creativity [and] enough people power to do all the platforms, that’s fine, but most people don’t have that staff,” said Gary Nix, Chief Strategy Officer at digital agency the Brandarchist. “Determine where you want to be and determine how you want to invest your time, so you can concentrate and do what you need to do on the platforms instead of trying to spread yourself thin.” In other
Read More