Western social apps also rely much more heavily on advertising revenue. The lifeblood of their income statement is traffic to the feed. This means feed relevance is paramount. Anywhere one's social graph drifts from one's interests, boring content invades the feed. The signal to noise ratio shifts the wrong direction. Instead of pruning and tuning ... See more

An untapped channel strategy may mean trying something different in an established venue, but it also could mean trying a venue no one else is using. For example, you might be able to take advantage of new marketing platforms while they are still in their infancy. Zynga (the maker of FarmVille and other games) did this with Facebook, dominating its... See more

Now, the question is whether Instagram should replace their default view with a “full screen video experience” that would basically complete their transition into a wholesale TikTok clone.