Media apps ("social" or otherwise) can only *effectively* compete in 1, and must fight every other player in that particular arena for a finite pool of attention.
Here's a theory that I think helps explain:
- How Instagram won the first attention war
- Why there will never be another mixed-format feed
- Why TikTok is so dominant
- Why Clubhouse has a huge advantage over Spaces
- How Spaces can still win, but why Fleets can't
🧵...
Media apps ("social" or otherwise) can only *effectively* compete in 1, and must fight every other player in that particular arena for a finite pool of attention.
Often we can look but not listen, other times we can listen but not look. And sometimes we can give our phones 100% of our sensory attention.
The best creators will invest in whatever platform offers the most attention to harvest into social capital.
If you can look but not listen, photos win.
If you can listen but not look, audio is the only format.
With no constraints, video wins.
IG quickly became the most engaging place on our phones. Until the 2nd war began.
TikTok executed perfectly. You can't even use it without sound-on.
Clubhouse is quickly building a supply of quality audio creators and becoming the most engaging option when you can only listen but not look.
They could carve out a modest (compared to IG) niche simply because text as a format selected for a very different type of successful creator.
There are so many ways Twitter could make better use of that real estate. On that note:
Listen-only is our default resting mode so push is especially powerful in this war.
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Those who sold L @ 660 can always come back at 360. Those who sold S last week can be back @ 301
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