I’m seeing colleagues registering less traffic – from SEO and social and this goes directly to an idea that I have/had – the Platform Providers are the Gatekeepers of Users. That is why many marketers during all the social media time preferred email. Now with the evolution of the internet – it is also Telegram (and other messaging platforms) – that allow user ownership.
History of Platform Provider Gatekeepers
If one has lived long enough he/she may have seen all evolution the last 30 years
- radio
- tv
- internet,
- record labels,
- torrents
- cloud providers
- like apple itunes,
- Streaming Services
- search engines
- to voice assistants
- to apps
Artificial Intelligence
It is obvious opinion that the current trend is of Artificial Intelligence. Big Chat GPTs are stealing the content and less and less users are redirected to the public web sites. It is just another tool that is allowing Providers to be Gatekeepers. By allowing providers to filter and prioritize information, AI is essentially creating new barriers for creators to reach their audiences. I myself have some integrations with LLMs https://programtom.com/dev/product-category/technologies/gpt/. But, for a real gatekeeping – I need users of the app.
It’s a reminder that technological advancements often have unintended consequences, and it’s up to us to adapt and find new ways to create and share content effectively.