Lately, I’ve been thinking about the impermanence of the online platforms we use so readily. Some may be permanent in the sense that they remain in operation year after year. It’s their underlying policies that come and go.
Google is a great example. They’ve been in existence for over 20 years and show no signs of slowing down. However, the way they do things has changed dramatically.
One of the publications I write for has relied on Google to bring in traffic. Being at or near the top of the search engine rankings for a given topic can be lucrative. It’s what advertisers want to see when deciding where to invest their money.
But nothing lasts forever. Well, that mean post you made on social media may be around for years to come. Big companies tend to change on a whim, though.
A couple of years ago, changes to Google’s search algorithm significantly reduced this publication’s traffic. Multiple attempts at adjusting to what we “think” Google wants have been a waste of time.
Changes in user habits and preferences might also be to blame. But the parallels we saw with Google’s update were too similar to ignore.
It seems that, no matter how good our content is, we can’t rely on search engines to attract new readers. Google’s algorithm is either glitchy or is too busy pushing AI-produced results to care about quality.
Perhaps that sounds a bit cocky. I’m not saying we’re the absolute best at anything. However, I believe we are more than competent at what we do. And, up until recently, search engines agreed.
The result has been reduced revenue and demand for original content. It has impacted my career and wallet. That’s minor compared to the impact on the publication’s owner.
There’s a valuable lesson to be learned here.
Platforms Can Pull the Rug Out at Any Time
There is a simple truth about proprietary platforms: they hold all the cards. They reserve the right to change, however and whenever it suits them.
That’s not to say the change is always bad or that it’s for nefarious purposes. The ripple effects can be significant for users, regardless of intent.
I feel like we see this cycle time and again. Years ago, Facebook pages were all the rage among small businesses. Some marketers claimed they made websites obsolete and unnecessary.
How’d that work out?
Businesses went from reaching every follower to a small fraction of them. Want to reach everyone? Well, you’ll need to pay for the privilege. Zuck needs to pay for that new yacht, after all.
So, we shouldn’t be shocked when other platforms make your content harder to find. Just think of what will happen to all those YouTube stars if their channels get buried in a sea of AI-generated garbage.
Be Ready to Adapt at a Moment’s Notice
Like people, online platforms are imperfect and unreliable. Creating content for them may bring you views, followers, and cash. Just remember that none of it is permanent. As they say, your mileage may vary.
That’s one reason why I like open platforms. They’re steadier and less polluted than the corporate giants. The downside is less visibility, though.
My advice for content creators is to diversify how and where you publish. Don’t rely on a single platform to get your work in front of people.
Most of all, be ready to adapt to changes. They can hit you at any time.