UBA063 - Enshittification

The slow death of digital platforms

In the relentless world of digital platforms, a frustratingly predictable pattern has emerged—a cycle that begins with promise deteriorates into mediocrity, and ultimately leads to widespread discontent among users and businesses alike. This cycle, known as ‘enshittification’ (thanks to my friends Ben & David at Kouch Culture for this one), captures the tragic downfall of platforms that once seemed unstoppable.

The Honeymoon Phase

Every platform starts off with a bang. They’re the fresh new face, making life easier, more connected, or simply more fun for everyone who joins. Remember when Facebook was all about staying in touch with friends, or when YouTube was a treasure trove of content without the constant barrage of ads? Those were the days when platforms were built around us—the users. The strategy was simple: keep the users happy, and they’ll bring more people into the fold.

This phase is pure gold. Platforms grow like wildfire, fueled by the excitement of something new and genuinely useful. They’re not just meeting expectations; they’re exceeding them, creating a sense of loyalty and community that feels unbreakable.

From Friend to Foe

But as these platforms grow, the focus inevitably shifts. Slowly, almost imperceptibly, the user experience starts to change. Ads creep in, algorithms start acting funny, and that seamless experience begins to unravel. The platform’s attention is no longer on the user but on how to squeeze more value out of them.

It’s a shift that’s hard to miss, but also hard to escape. We stick around because we’ve invested so much time in these platforms, building connections, content, or businesses. But deep down, we know something’s off. The platform that once felt like a partner now feels like it’s exploiting us—because it is. They start making a killing instead of just making a living, and that’s when the cracks start to show.

Squeezing Business Partners

Then comes the final betrayal. After users have been softened up, the platform turns its sights on the businesses that have fueled its growth. These are the brands and companies that have built entire strategies around the platform, and now they’re the ones getting squeezed.

Amazon is the poster child for this. Independent sellers who thrived on the platform suddenly find themselves competing with Amazon’s own products, which always seem to get the best visibility. Costs go up, terms get stricter, and what was once a partnership starts feeling more like a hostage situation.

For brands and businesses, this is the most disheartening phase. The platform they once relied on to reach customers and grow their presence is now prioritizing its own interests, leaving them with dwindling returns. What began as a mutually beneficial relationship has turned into a one-sided affair, where the platform extracts every last drop of value.

The Downward Spiral: From Glory to the Grave

This is where it all starts to fall apart. Users, fed up with the constant compromises, begin to drift away. They find alternatives—new platforms that haven’t yet sold their souls. Businesses, too, start to hedge their bets, seeking out other channels because the return on investment just isn’t there anymore. The platform, once a giant, begins to crumble. It’s a slow, painful decline, and we’ve seen it happen before—Myspace, anyone?

Breaking the Cycle: What We Can Do About It

So, what’s the takeaway? Enshittification isn’t just a buzzword; it’s a warning. For users, it means being mindful of where we spend our time and attention. Don’t get too comfortable—explore new platforms, and support those that still put users first. For businesses, it’s about diversifying your digital presence. Spread out, experiment, and don’t let any one platform hold too much power over your brand.

At the end of the day, platforms and businesses alike need to remember that long-term success comes from making a living, not making a killing. The platforms that rise above this—if any—will be those that maintain a balance between user satisfaction and business growth, keeping their focus where it belongs: on the people and companies that make their ecosystems thrive.

Written by Mark