[riffraff]

I have not read the article but it is my understanding that reach in classic social medias s (Fb, Instagram, Twitter) has become incredibly bad.

E.g. a post on Instagram would previously reach 40% of your followers and is now closer to 5%. So the value for a business also went down dramatically.

You might as well just invest in advertisement rather than a social presence beyond the minimum.

[SamoyedFurFluff]

A big problem is that the social media platforms are incentivized to try and keep people on the platform, aka away from external sites where you can sell your services. So your links to where to sell your stuff or whatever is not promoted

[infecto]

Is a possible other problem that everyone created social media with incredibly diluted messaging. Every brand had to post multiple times a day for things that seemed pretty worthless.