A short conversation about platform risk for businesses: platforms like Facebook can lose audiences over time, so relying solely on them is risky. The speakers discuss strategies to avoid that risk — diversifying acquisition channels (multiple ad platforms) and owning audience channels resilient to platform control, such as email, SMS, and push notifications.
You.
Know, 10 years ago, like, we were all playing games on Facebook and now nobody's playing games on Facebook. And, you know, you really want to try to build a business that's not reliant on the whims of some big tech company that's, you know.
How do you, like, avoid that platform risk? Is it a case of just like, spreading yourself as many places you can, or is it a case of just like picking those that are more resilient to not being on the big tech platforms, like email, for instance?
I'd say a couple things. Like, one, you need as many acquisition channels as you can. So today, like, we advertise on Facebook and Google and Bing and Taboola and a bunch of finance networks you've never heard of. And then the other thing is, we try to build our audience on platforms that are not company specific. So that's email primarily. It's sms, it's push notifications. Because really, with these types of things, for the game to change, like, all of the companies need to agree on it and.
