On October 11, 2023, the social media ecosystem was in flux. was hemorrhaging users due to policy changes under Elon Musk, while Threads (released July 5, 2023) was attempting to regain momentum after a sharp decline. TikTok continued to reign supreme, but geopolitical scrutiny (potential US bans) was intensifying. YouTube was experiencing a renaissance of long-form "video essays" about media criticism (e.g., dissecting the failure of The Marvels ’ marketing or analyzing the Wonka trailer).
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