Every month, more than half a billion people open Pinterest to start a project, find an outfit, discover a product, or try a recipe. Much more than a social feed, the platform positions itself as a “visual discovery engine”: it brings users closer to the image or video most likely to trigger an action. For … [EN] Read more
Ask ten marketers how the “Instagram algorithm” works: eight will still talk about a single, mysterious feed. Yet, since 2025, the app has relied on a constellation of AI-driven ranking systems, each calibrated for a specific surface. The Feed blends relationships and recommendations, the Stories act as a private micro-channel, Explore drives discovery, Reels delivers TikTok-style entertainment, and Search finally works like a real search … [EN] Read more
TikTok is no longer “the fast-growing network”; it’s a cultural engine that makes and breaks music hits, triggers stockouts, and influences even TV audiences. data.ai’s Mobile Landscape Q4 2024 report confirms the momentum: the platform now attracts between 1.55 and 1.6 billion monthly active users and nearly 780 million daily users. It already outperforms Snapchat … [EN] Read more
The “creator economy” is often described as a cultural phenomenon. A platform-economics reading, however, offers a more precise lens for understanding why some apps take off while others stagnate. Paul Belleflamme’s work on two-sided markets describes the platform–creator relationship as the interaction of two groups—creators and consumers—whose cross-participation generates value. In his 2020 model, a … [EN] Read more
When multiple creators speak to the same audience on the same topic, they enter a high-stakes competition: capturing attention, growing their reach, and securing their income. This article breaks down that rivalry from two complementary angles. First, inside algorithmic feeds where every click counts. Then, outside the feeds, where sponsors, product lines, and community loyalty … [EN] Read more
Content cannibalization occurs when multiple posts from the same brand compete for the same share of attention. While SEO cannibalization refers to keyword overlap on Google, its “social” version plays out in algorithm-driven feeds and in the limited time users devote to each session. Immediate consequences: reduced reach, sagging engagement rates, and the risk that … [EN] Read more
The modern content feed never stops. With every scroll, a new volley of videos tries to capture a split second of attention. In this crowded arena, the thumbnail and the title act as both a billboard and a headline. Miss that first impression and the algorithm pushes your creation behind the next wave of posts … [EN] Read more
Using social networks as mere megaphones costs you revenue, loyalty, and resilience. A 2023 meta-analysis shows that creators who drive two-way interaction generate significantly higher engagement and purchase intent than those who broadcast without exchange. In other words, a tight core of active participants can outperform a vast pool of passive followers. The question is … [EN] Read more
Imagine your video platform like a marketplace where watch time acts as currency. YouTube, TikTok, and Instagram Reels reward creators who can keep their audience watching longer — and coming back often. Their algorithms ask three questions: did people click? Did they stay? Do they come back? Your dashboard turns those questions into concrete numbers … [EN] Read more
Search is no longer limited to the traditional browser. Today, a consumer just as spontaneously opens TikTok, Pinterest, or LinkedIn to inform the smallest decision. According to Gartner, by 2025 the majority of customers will first consult social networks before contacting a brand. The phenomenon is already visible among Generation Z. During a 2022 keynote, … [EN] Read more
