With a $1 billion price tag for Instagram, a $1.1 billion valuation for Tumblr, and a rumored $3 billion bid for Snapchat, many observers are probably scratching their heads, wondering: why are companies like Facebook and Yahoo willing to shell out this kind of cash for barely-in-revenue-if-at-all consumer startups?
While I can’t pretend that all these valuations are “rational” in a traditional sense, I can say that it becomes more understandable if you think about Facebook’s business model. Plain and simple, Facebook’s business model revolves around taking the total amount of time users spend on Facebook and making money against it, whether its through ads or charging a “tax” on virtual goods (think Farmville items) or gifts bought on the platform.
As a result, for Facebook to grow its core business, it really has two options:
- Increase the total amount of time users are spending on Facebook
- Increase how effectively you are monetizing existing time spent on Facebook
The challenge with #2 is that there really is an upper limit to how much money you can make on a minute of user eyeball-time before you start annoying the user base (either because there are too many ads or because the ads get kind of creepy). So, what most internet media companies strive for is #1 – increase the total amount of time users spend on their websites/apps.
The challenge with #1, though, is that every additional user-minute a company gets is an incremental minute of some other activity that the user needs to give up. And, since we all only have 24 hours a day (and need to sleep), that’s a limited number of minutes to go around, especially for a company like Facebook, where its users are already pretty addicted.
This means that Facebook (and other digital media companies like Yahoo and Twitter) is in a horrifying never-ending race not only to get more precious user-minutes but just to hold on to what they already have. Any time a shiny new startup takes off which seems to suck up user-time — especially if its amongst teens/adolescents who, because they don’t have tons of friends on Facebook already, don’t have any strong reason to be on Facebook — Facebook needs to find a way to grab that time back just to stay even. It’s a hamster wheel that Facebook can never get off of short of changing its underlying business model.
It’s this attention economy that drives digital media companies to pay up for startups like Instagram or Tumblr or Snapchat — they’re new threats to Facebook’s growth and business model, as well as new opportunities to get new user-minutes. That’s why these companies are so prized – for digital media companies in the attention economy, it’s the user-minutes, stupid.