You can imagine that clicking through to other platforms or third-party content is not stimulated from a platform like Facebook. A video uploaded there will perform better and appear more often in the timeline of users than a video that refers to Youtube for example . Such a referral ensures that the user leaves the original platform (in this case: Facebook). In this way, the walled garden loses one of its data sources.
One app fits all
The Facebook example illustrates the impact and thinking behind a walled garden. However, the best example of a walled garden is the platform WeChat, which stands head and shoulders above the rest when it comes to the aforementioned filter bubble. The app is such a closed environment that it is possible for users to control 'everything' from WeChat.
Chat, share photos, post status updates, order food delivery, order airline tickets, date, follow telegram data the news, pay at a vending machine, make a doctor's appointment, pay traffic tickets or your energy bill, even do your laundry. Think of something you'd like to do, order, or someone you'd like to talk to, and WeChat has a button for it.
Emilie Tabor , co-founder of influencer agency IMA, recently expressed this phenomenon in an interview :
What WeChat does very well in China is to build up the wall: you can't get out, because you can do anything in it. And with that, the app becomes part of your lifestyle.
Advertising heavenWith a walled garden, you literally have everything your heart desires within reach. And that of course brings advantages for users, but certainly also for marketers.
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