Bon Sauce - A Branding & Marketing Podcast
Aug 12, 2026 · 44 min · 10 segments
Social media promises connection and reach, but does your business actually need to be on it? Eliška and Elliot dig into the messy state of "late stage social media," from the Enshittification of…
Eliška CollierHost
Elliot MorrowHost
the vibes should we take a step back and think about where social media started because i did a lovely episode with emily and ed of the impacts curious podcast a few months ago end of end of last year i think and they do these great 15 minute bite-sized episodes but because they are 15 minutes and social media is such a big topic we just didn't have enough time to dive into the behemoth that is social media and all the things that i feel about it
But we don't want an episode ever to come across as if we're just shaking a fist at the sky.
So we'll talk about things, try to make them actionable and useful for our audience, of course.
But let's take a step back, right? Social media, as we know it, platforms like Facebook, Twitter and the like, they started out, whether you believe it or not, with a noble mission, right? Which was to connect the world, to break down barriers to how people connect with each other on a global scale.
For better or worse, they have done that, but there's a lot more to it than just that, right?
I think we do need to throw in the caveat of the fact that Mark Zuckerberg did not start Facebook with a noble mission.
He was just trying to, like, rate girls on campus, okay? So, I mean, he didn't start on a moral high ground, let's put it that way.
No, I mean, I don't think he's got a moral high ground, to be fair, from what I understand about Mark Zuckerberg.
I would say that even if we take it from a purely marketing perspective, the marketing of the early stage social media platforms was to connect to the world, right? We all got involved in that.
We all got on board with that, whether it was a marketing ploy or a true noble mission.
But now we're in, I don't know where I found this phrase, but it's become a bit common anyway, is late stage social media.
And a lot of people will have heard of late stage capitalism, by which we've gotten so far to the end of the feasible life, I think, of social media in a way that's enjoyable for the vast majority of people.
We're now at the stage where that mission, again, whether you believe it was true or not, has been lost to investors and shareholders who just want to squeeze the most money out of the platforms, the most attention out of the users.
the vibes should we take a step back and think about where social media started because i did a lovely episode with emily and ed of the impacts curious podcast a few months ago end of end of last year i think and they do these great 15 minute bite-sized episodes but because they are 15 minutes and social media is such a big topic we just didn't have enough time to dive into the behemoth that is social media and all the things that i feel about it
But we don't want an episode ever to come across as if we're just shaking a fist at the sky.
So we'll talk about things, try to make them actionable and useful for our audience, of course.
But let's take a step back, right? Social media, as we know it, platforms like Facebook, Twitter and the like, they started out, whether you believe it or not, with a noble mission, right? Which was to connect the world, to break down barriers to how people connect with each other on a global scale.
For better or worse, they have done that, but there's a lot more to it than just that, right?
I think we do need to throw in the caveat of the fact that Mark Zuckerberg did not start Facebook with a noble mission.
He was just trying to, like, rate girls on campus, okay? So, I mean, he didn't start on a moral high ground, let's put it that way.
No, I mean, I don't think he's got a moral high ground, to be fair, from what I understand about Mark Zuckerberg.
I would say that even if we take it from a purely marketing perspective, the marketing of the early stage social media platforms was to connect to the world, right? We all got involved in that.
We all got on board with that, whether it was a marketing ploy or a true noble mission.
But now we're in, I don't know where I found this phrase, but it's become a bit common anyway, is late stage social media.
And a lot of people will have heard of late stage capitalism, by which we've gotten so far to the end of the feasible life, I think, of social media in a way that's enjoyable for the vast majority of people.
We're now at the stage where that mission, again, whether you believe it was true or not, has been lost to investors and shareholders who just want to squeeze the most money out of the platforms, the most attention out of the users.
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3 of 9
The Social Media Agency Got Zero
Clients came through relationships, not social media
Your Audience Lives on Rented Land
Platform changes can erase years of audience-building
Big Tech Faces Addictive Design Liability
Courts are scrutinizing how platforms create addiction
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