The Cookie Apocalypse is Coming

April, 2021

Dear Rights Holder,

Have you noticed that social media’s tidal wave of content doesn’t exactly drown you in the engagement numbers you expected? Underwhelming isn’t it?

Let’s be honest, you will struggle to beat a cross-platform engagement rate of 1% on social, despite the tons of money you put behind your posts to get any kind of attention.

you are probably paying social platforms more and more, to reach fewer and fewer

The truth is, you are probably paying social platforms more and more, to reach fewer and fewer. And you have no idea who the few fans that you do engage with, really are.

How ironic…

You own all your high-quality exclusive premium content, and yet you and your fellow rights holders keep pouring your finest champagne into sand and expecting to create South Beach. Deep down, you know it won’t work this time either, because it never has, right?

It’s a futile use of your valuable resources, and the double whammy is that you are making the platforms, your competitor, stronger by ceding your fans’ first-party data.

It gets worse…

Read the full article here.