{"id":8239,"date":"2024-04-17T14:25:47","date_gmt":"2024-04-17T12:25:47","guid":{"rendered":"https:\/\/joapen.com\/blog\/?p=8239"},"modified":"2025-01-14T17:42:59","modified_gmt":"2025-01-14T16:42:59","slug":"platform-enshitification","status":"publish","type":"post","link":"https:\/\/joapen.com\/blog\/2024\/04\/17\/platform-enshitification\/","title":{"rendered":"Platform &#8220;enshitification&#8221;"},"content":{"rendered":"\n<p>During these days there is one campaign where Twitter has suspended accounts in a massive and targeted manner for Spanish accounts with certain patterns: more than 10.000 followers, daily updates about a niche, and they are not blue or premium.<\/p>\n\n\n\n<p>The advertising business model is very crowded and the platforms have to make a living<\/p>\n\n\n\n<p>This behavior from Twitter is not new, and they are not the only ones doing it. To me it&#8217;s in the phase 3 of enshitification:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"900\" height=\"519\" src=\"https:\/\/joapen.com\/blog\/wp-content\/uploads\/2024\/04\/image-5.png\" alt=\"\" class=\"wp-image-8240\" srcset=\"https:\/\/joapen.com\/blog\/wp-content\/uploads\/2024\/04\/image-5.png 900w, https:\/\/joapen.com\/blog\/wp-content\/uploads\/2024\/04\/image-5-300x173.png 300w, https:\/\/joapen.com\/blog\/wp-content\/uploads\/2024\/04\/image-5-768x443.png 768w\" sizes=\"auto, (max-width: 900px) 100vw, 900px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Ok, but what are the 4 phases?<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">Phase 1: honeymoon<\/h3>\n\n\n\n<p>Here you identify yourself as a user, they treat you as such (they need many to be relevant and for the platform to make sense).<\/p>\n\n\n\n<p>The money comes from direct investment (always look at capital flows). Happy days for the customer, it&#8217;s like a honeymoon.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"702\" height=\"542\" src=\"https:\/\/joapen.com\/blog\/wp-content\/uploads\/2024\/04\/image-6.png\" alt=\"\" class=\"wp-image-8241\" srcset=\"https:\/\/joapen.com\/blog\/wp-content\/uploads\/2024\/04\/image-6.png 702w, https:\/\/joapen.com\/blog\/wp-content\/uploads\/2024\/04\/image-6-300x232.png 300w\" sizes=\"auto, (max-width: 702px) 100vw, 702px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Phase 2: squeeze 1 side (the providers)<\/h3>\n\n\n\n<p>Users continue to feel like users (great!), but suppliers are being squeezed, direct financing is being cut and investors are asking for real results.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"539\" src=\"https:\/\/joapen.com\/blog\/wp-content\/uploads\/2024\/04\/image-7.png\" alt=\"\" class=\"wp-image-8244\" srcset=\"https:\/\/joapen.com\/blog\/wp-content\/uploads\/2024\/04\/image-7.png 700w, https:\/\/joapen.com\/blog\/wp-content\/uploads\/2024\/04\/image-7-300x231.png 300w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Phase 3: squeeze 2 sides<\/h3>\n\n\n\n<p>User&#8217;s service is degraded (as they squeeze the provider) but also the lines of income created are not enough.<\/p>\n\n\n\n<p>So the company has to look for new avenues.<\/p>\n\n\n\n<p>Users are suddenly seen as assets that can be used to monetize the platform:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"705\" height=\"541\" src=\"https:\/\/joapen.com\/blog\/wp-content\/uploads\/2024\/04\/image-8.png\" alt=\"\" class=\"wp-image-8245\" srcset=\"https:\/\/joapen.com\/blog\/wp-content\/uploads\/2024\/04\/image-8.png 705w, https:\/\/joapen.com\/blog\/wp-content\/uploads\/2024\/04\/image-8-300x230.png 300w\" sizes=\"auto, (max-width: 705px) 100vw, 705px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Phase 4 alternate the increase in negative tension<\/h3>\n\n\n\n<p>The platform alternate the increase in pressure from one side to the other. In this way everyone considers themselves screwed and thinks:<\/p>\n\n\n\n<p class=\"has-text-align-center\"><em><strong>&#8220;they are screwing me, but so is the other!!&#8221;<\/strong><\/em><\/p>\n\n\n\n<p>Both sides are trapped by the ecosystem (the moat), and the platform needs to measure the number of user and providers they lose with respect the actions they take.<\/p>\n\n\n\n<p>Always keeping the real client as happy as possible. <\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"719\" height=\"535\" src=\"https:\/\/joapen.com\/blog\/wp-content\/uploads\/2024\/04\/image-9.png\" alt=\"\" class=\"wp-image-8246\" srcset=\"https:\/\/joapen.com\/blog\/wp-content\/uploads\/2024\/04\/image-9.png 719w, https:\/\/joapen.com\/blog\/wp-content\/uploads\/2024\/04\/image-9-300x223.png 300w\" sizes=\"auto, (max-width: 719px) 100vw, 719px\" \/><\/figure>\n\n\n\n<p>As users we can always ask ourselves:<\/p>\n\n\n\n<p class=\"has-text-align-center\"><em><strong>&#8220;well, I&#8217;m not willing to let myself be bribed, I&#8217;m leaving&#8221;<\/strong><\/em><\/p>\n\n\n\n<p>Some do it (and in fact they have done it on Twitter) but they are early adopters, not the majority.<\/p>\n\n\n\n<p>The platforms know this and that is why they continue to squeeze\/screw&#8230;. all they can!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>During these days there is one campaign where Twitter has suspended accounts in a massive and targeted manner for Spanish accounts with certain patterns: more than 10.000 followers, daily updates about a niche, and they are not blue or premium. The advertising business model is very crowded and the platforms have to make a living &#8230; <a title=\"Platform &#8220;enshitification&#8221;\" class=\"read-more\" href=\"https:\/\/joapen.com\/blog\/2024\/04\/17\/platform-enshitification\/\" aria-label=\"Read more about Platform &#8220;enshitification&#8221;\">Read more<\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[44],"tags":[],"class_list":["post-8239","post","type-post","status-publish","format-standard","hentry","category-user-experience"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Platform &quot;enshitification&quot; -<\/title>\n<meta name=\"description\" content=\"During these days there is one campaign where Twitter has suspended accounts in a massive and targeted manner for Spanish accounts with certain patterns: - 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