Would it be weird if I asked you to spend all your free time with me and only me?
That’s how it’s starting to feel with these platforms, each becoming a one-stop shop for everything that holds your attention. Twitter, Meta, and even Amazon are making moves for your permanently held attention in their One Platform concept.
Picture a platform that aspires to be the Jack-of-all-trades, master of...well, some? The One Platform is like that overzealous friend who insists on being the center of attention at every gathering, desperately attempting to cater to the interests of everyone present.
While most social media platforms choose to specialize and serve a particular niche or demographic, the One Platform dreams of being the ultimate social media destination. Facebook had this concept nailed down for many years… until TikTok came and snatched up all the market share.
Zuckerberg doesn’t like being beaten at his own game, and he’s pushing back, making hard moves to keep you within the fold.
Previously, I talked about how Meta is forcing merchants to migrate to Checkout with Facebook or risk losing the ability to sell products via Facebook and Instagram (below). I believe this is Meta’s attempt at going after Amazon’s shopping dominance, but why fight on just one front when you can fight on many?
There’s a rumor that Meta is looking to release a Twitter-style app users will access with their Instagram logins starting this summer. This is funny because early Facebook used to be that exact thing, but I suppose Zuck feels nostalgic. More likely Zuckerberg smells blood in the water with Twitter, and he’s attacking.
Platform dominance is all Meta has ever wanted because they know the value of the data they’re exploiting. So the longer you’re on the apps, the more they can extract from you, whether your online habits or actual dollar bills.
“If you’re not paying for the product, then you are the product.”
— Daniel Hövermann
This quest of all platforms to become the one-app-for-all solution is precisely why every creative person should maintain their email list and use it as the primary platform for sharing stories and promoting their work.
Whenever I make that statement, there’s always pushback, mostly because people don’t want to spend the time and energy to write to their audience. I’m working on something that will help others see the legitimate potential of email marketing.
I write on Substack, which also has been making moves to become more of a One Platform. The most significant difference, however, is that if Substack decides to become insidious tomorrow, I export my list and content and move it elsewhere.
I can instantly move to Beehive or Ghost and be back up and running with no interruption—uninterrupted and unfettered access to people who requested to be part of The Hungry Artist community. There is nothing other apps, platforms, or marketplaces can do about that.
If you want control over how you can communicate and sell to your audience, and you haven’t started your own Substack yet, but have been meaning to give it a go, this is your sign.
Don't forget Locals - which is a youtube/facebook/Patreon type forum, (I was there before SubStack). And it's been kept pretty free overall, insofar as speech and keeping your audience. AND you can share with the wider world, as well. The more they squeeze the more things will slip through their fingers, just like the old 80's song! https://www.youtube.com/watch?v=tFUi8Wa03hc