Every shiny “creator tool” comes wrapped in PR fluff about empowerment and discovery — but the reality is far less noble. Instagram Shopping, TikTok Promote, LinkedIn InMail… they weren’t built to help you. They were built to make platforms more money. Here are six features that prove social media innovation is really just ad tech in disguise.
Spoiler: they weren’t built to “help creators.”
Every time a platform launches a shiny new feature, they dress it up in PR speak: “designed to empower creators,” “giving users more ways to connect,” “making content discovery easier.”
Translation? They want more ad revenue.
Here are six features that exist for one reason: to squeeze more money out of you.
1. Instagram Shopping Tags
The pitch: “Make your posts instantly shoppable!”
The reality: Instagram turned your feed into a product catalogue so they can skim off transaction fees and optimise who really sees your content (spoiler: paying brands).
2. Facebook Boost Button
The OG scam.
“Boost this post for $20 to reach 5,000 people!” is basically slot machine mechanics for marketers. You’re not running a campaign — you’re giving Zuck pocket change to chase vanity metrics.
3. TikTok Promote
Creators think it’s an easy way to go viral.
In reality, it’s TikTok nudging you into paid distribution because organic reach is shrinking by design. “Pay $5 to get 1,000 views” isn’t growth — it’s a glorified vending machine.
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Sold as “a way to connect with decision-makers.”
What it actually is: LinkedIn throttles your reach, then charges you for the privilege of cold-emailing strangers in-app. It’s ad spend dressed as networking.
5. Twitter/X Blue Check Subscription
Remember when verification meant credibility? Now it just means you paid Elon $8 for boosted visibility.
The “feature” isn’t for safety or trust — it’s pay-to-play reach.
6. Snapchat Discover “For You” Slots
Snap pitched this as a content discovery breakthrough. In reality, it’s an ad-first placement engine. Those “suggested” videos? Paid. Those “organic” recommendations? Sponsored.
The takeaway: Platforms don’t build features to “empower creators” or “connect communities.” They build features to create new ad inventory. And we’re all playing along, one “boost” at a time.
