We can’t scroll the LinkedIn feed for 10 seconds without seeing groundbreaking technology and innovation at work. What we do, where we do it, and how it’s done are all being reworked. It’s simultaneously exhilarating and exhausting.
Exploration is hard, especially when discovering new and exciting applications for technology. Truth is, the way we do things now isn’t very similar to the way we did them just 10 years ago … and certainly won’t be the same way they’ll be done in 10 years.
We have to adapt.
Just this week, Meta released a new social platform, Threads to the world. The ‘Twitter killer’ is free to download through Instagram and is billing itself as a space “where communities come together to discuss everything from the topics you care about today to what’ll be trending tomorrow.” It goes on to invite us to “follow, connect or build our own loyal following.” More connection, more shared data, more exchange, more activity - broader platform.
It’s nuts, really.
This doesn’t take into consideration that on top of monitoring, tracking, hashing, following, and selling user activity from the app - users agree to allow the app to track web activity - including text input such as passwords and credit card details within websites inside the app. Here’s a good explainer if you need a deeper tech dive - note the link to update any additions to the git if you see anything out of line. But we’re not here to talk tech philosophy.
It’s a fascinating ecosystem of breadcrumbs, cookies, page views, hashes, embeds, and links. The datasphere of this community platform is a living, breathing organism with nearly unconscionable compute requirements and processing speeds. Every step, click, keystroke, connection, and engagement is tracked, organized, tagged, and stored. Collectively, these individual grains of sand make up the world’s largest beach.
Don’t drop your ring.
But even beyond that, social platforms rely on econometrics. Something has to pay the bills. Influencers push products and followers follow. It feeds the GDP machine. Threads will undoubtedly benefit from an entirely recreated stream of ad revenue. Predictive purchase analytics are a layup and suggested connections will come with ulterior motives. The more we share, the easier it is to pair cognition with consumer behavior. Most won’t notice - the beat will go on - and people will wonder how it makes money.
Marketers have to look past trends, cycles, and curves. This is linear and instant. Three months ago they announced they were working on a killer app. Today, 100M+ users are clicking, sharing, and growing. 90 days to market. There’s no tech adoption curve here.
It’s time to adapt.
#TotalTenancy™ | #OrionGrowth
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