The average social media user today engages with multiple platforms: TikTok, Instagram, Facebook, Twitter, Discord, YouTube and more. In each of these platforms, users and creators form a marketplace, where one needs the other to thrive. The strength of any Web 2 social network is dependent on the investment of time and energy that people put in: You only get the exponential benefits of having, say, an Instagram account when all your friends (and potential fans) want to be there too.
