It’s social media, so first and foremost, people will go where everyone else is.

Secondly, and almost just as important is ease of use is king. At a population level, people are always going to follow the path of least resistance, until critical mass is reached and the first condition comes into play. Any project, no matter how beneficial, is going to be relegated to second place at best if it’s not the easiest one to use.

Better punchline: “Clicking something else is so hard though”