It happens inside the platform.
And not outside the platform.
People don't click on links anymore.
They don't click on links in tweets anymore.
They don't click on links you share on Facebook anymore.
People don't click on links in your emails anymore.
And the reason is very simple.
People want to consume content where they are. Right away.
They don't want to switch from one app to another.
They want it right here and right now.
Just think about the user experience.
You're browsing your Twitter feed. Or your Facebook feed. You don't want to leave the app.
All you want is to read stuff on Twitter. Or on Facebook. And nowhere else.
You don't want to go anywhere else. People don't want to go anywhere else.
They want to consume stuff where they are. Right away.
That's why less and less people click on links.
People want to consume content where they are. And not where you want them to.
So don't force people to consume your stuff where you want them to.
Because they just won't.
At the end of the day, you'll be the one who'll lose. And no one else.
It's your choice...