After a decade where we witnessed social media giants positioning themselves through notable acquisitions, such as the acquisition of WhatsApp and Instagram by Facebook, and the arrival of Microsoft and Amazon in the sector with the acquisition of LinkedIn and Twitch, there is now a change in the sector’s trajectory.
We are currently in a period in which the fight for user time, the emergence of new players, and the appearance of new formats have pushed many platforms to explore new functionalities. These new functions are occasionally moving into areas previously dominated by their competitors. This breaches the unwritten agreement that seemed to exist previously in which each company had a clear idea what its slice of the pie was.
In this context, 2021 has been a year of many interesting movements among the major social media players. We will review where the main business players are at this time and where they are heading.