Software as Content

Has anyone here worked with interactive content / apps in context of social media and brand campaigns?

As someone who builds software and is into design, my X feed recently has been full of people posting videos of small interactive apps they made. But you can only watch them, because you can't embed a (mini) app on X.

Xiaohongshu now lets you publish a small app the same way you publish a note, and Meta launched a standalone app last month where AI-generated interactive posts live in their own feed.

Does anyone still run HTML5 mini-sites or playable campaigns, and do they perform? Interactive was expensive to produce for a long time and now it isn't, so I'm curious whether that's changed anything on your side.

And do you think Western social media platforms will follow Xiaohongshu?

I wrote up the longer version of what I'm seeing here: https://adaptivesoftware.substack.com/p/software-as-content

Curious to hear your take as professionals in the social media space.

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