Out of Scope Issue #132: The Price of Social Media
Plus: Sweater weather and 21st century culture
This week, the attention of the world is rightly fixed on the tragic events in Israel and Gaza. It is our remit here at Out of Scope to analyze what these events mean for the communications profession, the media, and the cultural landscape. As we continue to deliver our insights, know that we do so while standing with people of goodwill in mourning the loss of innocent life, condemning hate, and hoping for the swiftest path to peace.
š”ON OUR RADARĀ
This week, The New York Times critic Jason Farago put out his very own question for the culture: whereād it go? Farago makes a convincing case that our proclivity to recycle, or sample, past successes is stunting cultural progress and excitement. Itās a reminder for brands and marketers everywhere that adhering to trends may yield short-term success, but introducing new, fresh ideas can establish a true legacy and craft a worthwhile reputation.Ā Ā
Forget Gas or BeReal, LinkedIn has emerged as the apparent heir to teenagersā social media whims. Why? Itās a āsanctuary from the angry rants, dark humor, thirst traps, and FOMO characteristic of other social-media networks.ā With a laser-focus on network-building, itās looking like the youths may just be the most connected generation yet.Ā
Delta Airlines continues its climb out of corporate reputation clouds as more and more customer feedback makes it clear that people want an airline that not only listens to them and enacts change, but dials things back when necessary. In his third round of media conversations, CEO Ed Bastian admitted that some promised changes to the administration and loyalty program underpinning SkyMiles may need to come back down to Earth. Despite the turbulence, Delta has met each moment with on-the-record responses. Though, it remains to be seen just how many more customer-driven cycles will take off in the near future.
š”ON OUR MINDS: Memes, for a price
A new era in social media has officially begun, according to a The Wall Street Journal report revealing Meta's intention to offer EU users ad-free versions of Instagram and Facebook for $14/month.
This news cements a trend that has been growing across the space over the past couple of years: Leaders in Silicon Valley are increasingly convinced that individuals will ultimately pay for the privilege of scrolling through memes, keeping up with their favorite celebrities and influencers, and avoiding FOMO. As of now, this assumption has proven to be accurate.
For example, Snapchat+ now boasts over 5 million subscribers, while YouTube Premium crossed the 80 million mark last year. Elon Musk has even confirmed his intent to soon charge a monthly fee to X users.
These social media giants are joining hands to usher in a shift towards a pay-to-play framework that marks a significant departure from the tactics of the past decadeāreplacing a system that essentially provided users with unlimited access in exchange for ad views (seconds of time rather than $$$).
Free versions of these platforms are bound to become less user-friendly due to a larger shift in the underlying power dynamic. Social platforms are no longer prioritizing user expansion and onboarding because their platforms have gained such widespread adoption that they can now dictate the terms and conditions for prospective users.Ā
š„QUICK HITS:Ā
In case you missed these reads.
Merriam-Webster launched a new video series, World Choices, detailing the meticulous art of writing.Ā
Quality sweaters are harder to find these days as the fashion industry leans on low-cost materials and labor, while consumers opt for low-maintenance and casual clothing. For those who remain determined to unearth that Billy Crystal-When Harry Met Sally-quality sweater, be prepared for a bit of a search.Ā
Googleās Flood Hub, an advanced tool for flood predictions and improved disaster preparedness, has expanded coverage into the U.S. and Canada.
Thanks for reading,
HL
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