Why is META failing?
In one simple short answer… Bad Brand Positioning.
How so?
When Facebook got started, it was an idea that was grassroots despite its competition. Many chalk it up to luck but it was positioned to be the next big thing.
What made Facebook famous and easy to integrate into everyone’s lives included other variables such as the worldwide advancement of smartphones and the market needs. It caught a perfect wave at the right time.
But the conditions have changed and where it was easy to scale by trends and other variables META is just not finding traction the same way Facebook did. Our smartphones have essentially become a part of daily life and that’s just not what META is. META is another life, an escape from life. Yes, arguably so is social media as a whole and I would agree with that position. But where we can in a second detach and get back to work, one simply can’t do that with META.
With the company being the size it is, and losing its own identity and purpose, META is being built against different variables.
How would one possibly position META from here?
1. Go back to basics and figure out what you’re not and stop trying to take over the world. Find a place to start. Dial in to find out what you truly are and where is the lowest barrier to entry and practicality. *META should have rolled out testing before it decided to dump all its eggs in an unproven direction.
2. Get really clear on the phase 1 buyer and build around them.
3. Get really clear on what META is and why it’s important. The only dialogue around META is well… I can’t even pinpoint any clarity other than its virtual space.
Positioning META is the key, but in order to do that leadership has to take a step back and look at the entire brand basics and learn how to connect with people. The question is, has META gotten so big that its logic is to just force people to completely abandon reality without a good enough reason to? It sure looks that way.
Author | Justin Bordeaux
