Key facts
- Steven Bartlett, host of 'The Diary of a CEO', uses X for real-time news updates.
- Bartlett finds X provides a day-ahead view on subjects like AI.
- He stated creators need to control their audience relationships directly.
- Bartlett criticized Meta's use of AI to analyze posts and inform content distribution.
- He recalled organic reach for a meme account falling 50% on Facebook years ago.
Steven Bartlett, the host of 'The Diary of a CEO' podcast, highlighted his reliance on X for staying informed about rapidly evolving topics like artificial intelligence. He described the platform as essential for his work as an interviewer, enabling him to quickly access up-to-date information.
Speaking at an event announcing a creator venture with Authentic Brands Group, Bartlett explained that X provides a crucial 'day ahead' perspective on subjects he cares about. He noted the fast-paced nature of fields like AI, stating he sometimes needs a real-time screen during interviews to track changing news.
Bartlett also expressed criticism towards Meta, referencing Mark Zuckerberg, and the company's approach to audience relationships. He recalled the early days of social media when platforms like Facebook, Twitter, and Snapchat were perceived as providing audiences to publishers. However, he pointed to a significant drop in organic reach on Facebook for a meme account managed by his former agency, Social Chain, which fell by 50%, a decline mirrored by competitors.
Further illustrating his concerns, Bartlett mentioned Meta's recent earnings call, where the company discussed using large language models (LLMs) to analyze Instagram posts and reels to inform content delivery. Bartlett believes this reliance on AI will make it increasingly difficult for publishers to reach their followers, as platform decisions will dictate visibility. He emphasized that direct relationships with fans are more durable than algorithms, leading him to explore strategies like membership programs to deepen audience connections.