If you’re of a certain age, the web has a single thing at its core, and that is the hyperlink—those blue links that allow one page to connect to another, creating a kind of interlocking global mesh of URLs. But if you’re someone who lives on social networks like Facebook and Twitter and Snapchat, links don’t matter nearly as much because you hardly ever see them, and even if you do, you probably never click on them.
Facebook’s “Instant Articles” and Twitter’s new Moments feature seem to be accelerating this phenomenon, for better or worse. The whole point of Facebook’s project, in which it has formed partnerships with publishers like the New York Times, is that the content from those publishers exists completely inside Facebook’s mobile app. It’s consumed there, and shared there—there’s no link to an external site because it’s not necessary.
Twitter seems to be taking a similar approach with Moments, which consists of curated tweets and images that are selected by the company’s editorial staff. They are a great way to catch up on the news, but if you want to get at the link to the underlying content, it is hidden three clicks deep in a sub-menu. Realistically, there’s zero chance that anyone will actually click on any of those links.
Note: This was originally published at Fortune, where I was a senior writer from 2015 to 2017
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