I’ll give you an example. Just look at Reels, Instagram’s version of TikTok. It seems to be growing much slower than Stories did, and my theory is it’s because the network structure of Instagram is, to some degree, incompatible with the network structure of TikTok.

And as a creator or as an influencer, you might go on Instagram and you want to start a cooking account, where you post pictures or videos and talk about your cooking. Maybe you want to sell a book, or you want to launch a TV show eventually, you want to get a show on the Food Network about cooking. You have to work extremely hard to grow that acco... See more