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Zero-Sum Attention War: With user growth slowing and daily time plateauing at 141 minutes, platforms now compete for a fixed attention pool, forcing aggressive feature replication and algorithmic optimization.
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Algorithmic Homogenization: Platforms now prioritize short-form video, creating content uniformity. Reels account for 50% of Instagram time; YouTube Shorts generate 70B daily views.
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Creator as Retailer: The creator economy ($290B) now drives social commerce. 50% of consumers purchase based on creator recommendations, collapsing the traditional marketing funnel.
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AI & AR Integration: Generative AI is becoming a co-creator tool. AR try-on features bridge digital browsing and physical purchase, creating immersive shopping experiences.
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Platform-Creator Power Struggle: As creators professionalize, tensions over compensation, algorithm transparency, and data ownership will intensify, potentially leading to creator unions.