Social media, to begin with, was all about posting personal content for a closed network of friends on Facebook or Instagram. Users shared pictures which they had captured on WhatsApp. This is not true anymore.

Users love to be creators of content and snack on content produced by someone else. Social media 1.0 has to keep pace with the aspirations of the consumers. They have to change to hold on to traffic to maintain the advertising revenues. Facebooks, rechristened as Meta, faces hypercompetitive environment from well-funded startups.

In game streaming, short videos, content commerce, and groups, Meta is being challenged by the niche startups which are just a click away. It dissipates the audience of Facebook or Meta. Facebook has thus to move faster than the local rivals to retain and capture more market share.

WhatsApp Pay has not yet been established. Shops on Instagram awaits a launch. Gaming is taking just baby steps. It has powered Reels on Instagram. It has tied up with Reliance Jio and edtech unicorn Unacademy. Meta has not caught a wave after Instagram and WhatsApp. They should have entered the startup space a bit earlier.