Every friend I know who is running an online D2C business is giving ~20% of their monthly revenue to Zuckerberg in exchange for some new eyeballs on some carefully curated ads. As a consumer, it feels difficult to find good content and products on things like Twitter and Instagram. The discover tabs are meant to solve this, but they are mostly bad best guesses at the kind of thing you really want to look at.
In 2016, Benedict Evans tweeted that "all curation grows until it needs search, but all search grows until it needs curation." It feels like brands are having trouble finding relevant people to talk to and consumers are finding it hard to find accounts they're interested in.
I've been thinking about how interesting it would be for someone to produce a weekly/monthly catalogue/magazine that highlights (curated) the best IG, TikTok, Twitter, etc., accounts to follow for both content and products. I don't know if there is a strong business case for it, but I'd love to read it regardless.