Big Tech’s Banning of Trump and a Shift in Digital Media

The shocking scenes on Capitol Hill last week will have a ripple effect in American society for many years to come. Never has there been such a vivid internal threat to the democracy which Americans hold so dear. For a country that has battled so hard for equality over the years, a division now seems more stark than ever.

A secondary outcome has been the mass banning of Donald Trump from the majority of the key tech platforms. In no particular order and to varying degrees of exclusion; Twitter, Facebook, TikTok, Snap, Google, Shopify and Twitch are just some of the tech companies that have flexed their virtual muscles. 

Trump’s role in the insurrection in Washington, which seemed to instigate the storming of Government buildings and led to the ultimate death of five people, was deemed to be a bridge too far. This was the straw that broke the camel's back. It’s difficult, however, not to be a little cynical at the timing of these decisions. 

Facebook has been more than happy to take the sizable money from the Trump campaign for years now. What has their role been in the creation of the Trump echo chambers that are filled with mistruths and conspiracy theories? Some would argue they have actually acted as an engine for the spread of misinformation. Facebook is a phenomenal platform in so many ways (we invest in it heavily) but in the balance of responsibility versus revenue, they have often swayed towards the latter. 

Twitter, although not a recent recipient of ad revenue from the Trump campaign, has proved to be the main communication channel for the outgoing President. And the question must be asked: What has Trump done for the commercial outlook of that company? Twitter’s business is soaring compared to where it was 4 years ago. 

Without being an expert in the share price intricacies of a company such as Twitter, it does often seem to boil down to two key elements: users and revenue. The two are intrinsically linked as the more active users you have spending time on the platform, the more revenue you can generate. Certainly if your user growth is strong, Wall Street will look on that as a favorable signal for future earning potential. 

When Trump was being inaugurated around this time four years ago, Twitter’s share price was at $17. It is now hovering at around $50 - an increase of just under 200%. Clearly, this can not be put solely down to Trump and I would not do my ex-colleagues in Twitter that disservice given the work that has been done on countless levels. 

But did Trump’s presence help? Absolutely. Whether you like him or loathe him, he is box office and Twitter users on both sides of that fence flocked to the platform to peer through the digital window at the madness ensuing. Trump’s suspended account currently sits at 88m, a rise of just the 60 odd million since the 2016 election campaign. 

Twitter, like other platforms, have policy regulations they hold dear. There are stringent processes which shall be protected, no matter what. However, it does seem strange that Joe from Warrington will be banned immediately for posting a Premier League clip but venomous rhetoric from state leaders lives on. Such is the world we live in. Rights values and commercial partners shall also be protected. 

Of course, it is not just the Trump personal accounts that have been subject to scrutiny over the past week. Parler, an app which has been home to a specific group of people (far right activists for the most part), was also banned from Google Play and the App Store. Home to about 10 million people, some of whom spew some truly dreadful threats, Parler’s CEO John Matze claims that ‘Hate speech is free speech. We don’t have people in our office who have a ban button.’ Super John, thanks for that. Don’t let the app store door hit you on the way out. 

The debate of free speech and censorship will reign on but the eventual decision of the tech giants to ban Trump will surely have lasting impact on our industry. It sort of feels like nothing will be the same again, now that the axe has been wielded. Where they draw the line going forward will be a matter of much debate. 

It may just contribute to an already developing shift away from public broadcasting to the masses and towards smaller communities of like-minded people. Parler is the extreme example but it’s happening at a more general level too.

Whatsapp is the obvious candidate here as usage and consumption rockets but you also have Facebook Groups, which appears to be responsible for so much of the NewsFeed engagement on the platform in recent times. Throw in the incoming Twitter Spaces, Telegram, Instagram & Snapchat groups et al and you have something resembling a shift. Granted these are all tethering the line between messaging and media but that particular line seems to be blurring all the time.

And it makes sense. Phase 1 of social media was about followers, scale and broadcasting.  It feels like we are entering phase 2 which will be more aligned to common interests amongst connected communities. 

You look at a company like Joymo (disclaimer: client) who enables sports teams to broadcast directly to their fans and sell tickets to them. Do local sports really need to stream on YouTube or Facebook, where it is difficult to monetise? Or is it more practical to connect directly with your fanbase? I know which one makes more sense to me in the long run.

There will always be a place for funny dances, good jokes and hilarious memes that take off. The influencer business isn’t going away either. Too much blood sweat and tears have been spilled on the, erm, bedroom floor to let that happen. This isn’t an ‘Author writes off social media’ piece. 

However contemporary platforms and new iterations of existing channels will continue to emerge that will allow people to consume and communicate in ways that make more sense for them, as opposed to a one-size fits all broadcast app. Facebook is 17 years old in 2021 which in internet years, is about 260. Try explaining the concept of ‘writing on someone’s wall’ to a 16 year old who opens Snapchat on camera first. To state the obvious, it’s moving rapidly and what worked 15 years ago doesn't necessarily lend itself to today’s audiences. 

We have begun to see the shift in the sports arena too, as teams embrace the world of premium supporters with enhanced access. And why not? These fans are willing to pay for increased privileges and exclusive access to the team they love. Clubs and federations can make this available for them and in doing so, they can enable these like-minded people to communicate with each other in a safe environment. Sounds pretty crazy to me. 

Personalisation has long been a buzz word in digital media and sport. But it is coming. Less wastage, more relevance. Your interests, tailored for you. The digital breakout room, but with a better name. Get ready for phase 2.