When social media as we know it first emerged in the early 2000s, several platforms were vying for users. Out of this initial crew, we saw a few channels dominate and prove their longevity, resulting in a relatively stable period during the 2010s. Think Facebook, Instagram, Youtube and WeChat, platforms that now exceed 1 billion users globally, followed by other well-known players like Twitter and Snapchat.
Most of these platforms have a stable user base and a well-established ad offering that make them viable channels for people and brands. People gain access to community or content and brands win access to potential customers.
During the pandemic in 2020, a new social media platform fl
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