But as Cory Doctorow’s insightful term

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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 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. “enshittification,” suggests, this often takes a dark turn. Platforms prioritize profits over users, leaving both consumers and businesses feeling exploited and trapped.

Let’s begin with a definition. Here is how Cory 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  Lists Of Mobile Number List 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.” – Cory Doctorow The question of whether this evolution inevitably leads to the demise of the platform, as suggested by Doctorow, remains a point of discussion. With recent and visible exceptions such as Facebook or X/Twitter, which many argue have entered a state of diminished utility. Look at Amazon.