Explaining Meta's long-term monetization plan.from @strongbrandsocial

Transcript

Destroy reach, then sell it back to you. This was Meta's plan all along. In case you missed it, Meta just launched paid subscription plans. With them you get tier that stay up longer than twenty four hours with more analytics. And for $50 a month, you can get enhanced reach and human customer support. What this doesn't include is meta verified, the cost of running meta ads, and the hours that you put into actually creating your content. And this was the plan all along. And judification. Here's how meta pulled this off over the last two decades. 2004 intermittent variable reinforcement is designed into the algorithm from day one to keep users addicted to using the platform. Then we have 2010 no 2015, which we call the playground era because these are the good old days when organic reach was real. Then in 2015 the war on truth begins. Political ad spend is on the rise and everyone's reach starts to to shrink. Then fast forward a little to 2021 and we've got the rise of the social media industrial complex. This is when Meta starts investing billions of dollars into creators to sell you hacks. And now we're in the present day where Meta has announced paid subscriptions and AI agents. And the current state of Instagram, despite people posting more frequently, reach is down and engagement is down. Meta's own reports show a 14% increase in ad worst, but only a 6% increase in impressions. Y'all, they've been playing us. All this time they've been telling us to worst more consistently, be more authentic, film better hooks, boost your posts, upload from edits, use all 20 carousel slides, optimize for watch time, and use trial reels. They're asking us to do all this work for a platform that was never designed to grow your business in the first place. So remember this: you don't work for Instagram, so stop posting for the algorithm. Meta wants you and your customers to stay on their platforms for as long as possible. But the point of social is to find your people and then bring them to the channels that you own, because those channels are where your audience becomes your customer. So if you want to use social in a way that helps you beat your business goals, you're gonna need these three things: a point of view that's so sharp it cuts through the noise of the algorithm, content that's mapped to measurable business goals, And a content growth plan that doesn't depend on meta. So if you want to quit playing their game and build something that the algorithm can't touch and that meta can't sell back to you, then join us for the next live workshop. We'll see you tier.