Will You Pay to Use Social Media Platforms?
Will You Pay to Use Social Media Platforms?
You’ve already heard this, right?
“If you can’t see what the product is, then you are the product.”
That’s true for Google and Social media companies. You generate the content that powers these sites, you consume that content and advertisers pay to reach you.
What a beautiful model! All the provider does is give you space to play.
But now they want money for that too.
Elon Musk started this with his Twitter Blue program. It was a raging success with hundreds of thousands of subscribers. Many people want that vanity tick and paid for it. Some paid for the little extra bit of reach or some extra features that it would unlock.
Now it’s everywhere. Instagram has it, you can bet that YouTube will have it soon. They already started an experiment of their own – Pay to promote.
You can now run ads on YouTube to promote your own channel and get subscribers.
I want to warn you before you try that. It won’t work.
Most views on YouTube are driven by discovery and the search + recommendation engine isn’t based on subscription. It’s based on what people actually watch.
So unless they watch you there’s no point in piling up a subscriber number count.
Social media is now pay-to-play for creators
In the latest move, Twitter won’t allow people who don’t have a blue tick to send a direct message to others.
More and more limitations are coming to every platform and you must get ready to pay if you want the best type of access.
- Pay Twitter for Blue
- Pay Instagram for verification
- Pay YouTube for ads
What’s coming up on Pinterest, Reddit, Quora, Snapchat, TikTok, and Threads?
You can bet they are watching like hawks.
I get a feeling this is not going to work out as well as the social sites hope. Not because people won’t, but because some people will.
Every time you see that blue tick you know it’s $8 a month that’s making the difference, not the content. There’s a problem here.
Producers who are just starting out on these platforms and can’t afford to pay them will be resentful. They are going to see an uneven playing field skewed unfairly to the advantage of people who can spend more money.
When their content fails to get traction they are going to blame someone and it won’t be themselves.
In the short term, a negative narrative may not make a huge difference, but in the long term, it could.
The best interest of social media sites is to make themselves seen as an open, fair place where every creator gets the best opportunity to come up with their talent and reach the audience that wants them without barriers.
You prevent that and you reduce the usability of the medium you’ve created.
That’s going to bite sooner or later in ways you can’t foresee yet.
What do you think about this? Is pay-to-play social media a sustainable strategy or something needs to change?
Let me know.
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