Seems like they use a lot of money for very little effect on this. I mean, 700k in government money and 60k/year budget, and they get less impressions on their content than my second favorite pokemon showdown YouTuber? Seems like they either have shitty content nobody actually cares to watch, or there’s a lot of $$$ going into people’s pockets at the top.
And looking at their content, it’s obvious why. It’s the most fucking corporate activist looking garbage ever. Like 90% of it just redirects back to their website, which nobody likes, regardless of who posts it. In addition they have a non-existent post schedule, with only two in 2023. Nobody on earth is going to organically discover and interact with their message in a meaningful way except for their own crowd of activists, who they don’t need to reach in the first place. Overall, it just feels like out of touch activists who would rather keep their target audience at arms reach while sitting around talking up how great they are.
As a whole, they really need to shift to a much more human-first approach. While it’s contradictory to say they need to try and be organic and in the community, it’s ultimately what they would need to do to be successful. Because nobody just goes and looks for bland corporate content. There’s a reason opera gx has significantly more impressions on twitter X than Google Chrome, despite the latter being a far more successful product.
Looking through that paper, it’s not something to be held up as a particularly good source. I don’t disagree with the conclusion, but it feels like it was written not necessarily with the intent to create this conclusion in particular, but definitely to create a conclusion that makes a good headline.