Social media results are produced by living in the moment. More moments are created all the time. One social network will claim ownership of the moment. That’s what they are competing for.
Brands need to tailor their content for the latest trending conversation.
In marketing, always go where the audience is. An existing audience is far easier to work with than having to build your own. There is more competition, but that means people are paying attention. Where people pay attention there is an audience.