When we see a growth in social engagement, that might not always be good. Because of how social algorithyms work, you might see a drop in reach and loyalty. Because a certain app might get some more engagement by users, you might drop your reach because of the sheer number of posts vying for people’s attention on their social feeds.
- This article theorizes that a growth in social engagement with a social networking app can also lead to a drop in reach and loyalty to particular publishers, brands, and people who post to the app.
- The problem is that all the social channels are optimizing for the same thing, which is to expose a higher number of brands/publishers/people at the same time.
- Seeing more items at a time may lead people to use the social network more, but it gives each publisher/brand/person less individual attention since there are more to choose from, and this leads to loss of individual loyalty.
“The problem is that all the social channels are optimizing for the same thing that the supermarkets are optimizing for, which is ‘scale for the sake of scale’.”