In December 2010, something unexpected happened: Facebook surpassed Google in terms of website traffic according to The Economist. Over the next few years, the Facebook-dominant phenomenon would repeat in other ways: time spent, usage on mobile devices, user growth, etc. Ten years ago there seemed to be no ceiling to how high, or how fast, social networking would grow. Even when social networks began to stratify – e.g LinkedIn for business and Instagram specifically focused on sharing visual content – there seemed to be market share for every unique segment or audience. The only limiting factor seemed to be the number of humans on the planet, hours in the day and the ability of a given platform to grab their attention. That was nearly ten years ago. That isn’t the case today.

As time went on, and the attention wars intensified. Clear

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