Social Media is Becoming Less ‘Social’ and More ‘Media’

What’s the difference between social media and entertainment, and on which side of the fence do the major platforms sit? Is Instagram a social app, or an entertainment platform? What about Snapchat, or TikTok?Increasingly, it’s algorithms that are defining what we see in each app, and in that respect, it’s more about straight-up entertainment than it is about staying up to date with your friends. But what does that mean for the broader social media industry, and how marketers go about re-aligning their approach within this shift?

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