People want to learn from, be inspired by, and connect with individual voices who offer expertise woven with compelling stories. It’s not just about marketing skills; it’s about sharing expertise and stories that resonate. Social media platforms amplify this shift, their feeds flooded with the authenticity and relatability of individuals, leaving brand pages gasping for air. The verdict is clear: for B2B brands in 2024, a creator strategy is not just a nice-to-have, it’s an existential imperative.
Marketers will start to embrace the humanization of B2B, unleash hidden creators, and pharmacies email list watch their brands not just survive, but thrive in the age of genuine connection. The search for new platforms Web giants like Amazon, Google, and Facebook built their empires on user trust and value. But as Cory Doctorow’s insightful term, “enshittification,” suggests, this often takes a dark turn. Platforms prioritize profits over users, leaving both consumers and businesses feeling exploited and trapped.
Doctorow refers to the ‘enshittification’ of web platforms — including Amazon, Google, Facebook, LinkedIn, and others: “First, they are good to their users; then they abuse their users to make things better for their business customers; finally, they abuse those business customers to claw back all the value for themselves. Then, they die. I call this enshittification, and it is a seemingly inevitable consequence arising from the combination of the ease of changing how a platform allocates value, combined with the nature of a “two-sided market,” where a platform sits between buyers and sellers, holding each hostage to the other, raking off an ever-larger share of the value that passes between them.