Read More
There’s a new wave of social media apps on the horizon, and they’re smaller and sleeker than ever.
And like David versus Goliath, they’re starting to muscle into Facebook and Twitter's established territory.
According to a recent survey, teens are beginning to move away from large social media sites like Facebook and Twitter in favor of smaller networks such as Snapchat and Vine. The numbers don’t lie: in 2013, Vine experienced more than 400 percent growth between Q1 and Q3 alone. During that same period, Facebook experienced a significant decrease in daily use among teens, a statistic acknowledged by Facebook’s Chief Financial Officer David Ebersman himself in an earnings call.
So what gives? Why the sudden migration toward smaller networks?
Teens like being on the vanguard of trends. But teens love trends that exclude their parents and other authority figures. Facebook used to fit the bill, but now teachers and parents and even grandparents are signing up in record numbers. It’s why Facebook was willing to pay such an astronomical sum for WhatsApp – it’s an attempt to keep the interest of a decidedly fickle audience. Apps such as Snapchat and Vine also incorporate multimedia as a central part of the social media experience, which creates new and exciting sharing opportunities for the younger generation. (Facebook responded to this, too – remember the Instagram buy?).
Perhaps even more interesting than the cool factor, small social networks also address something new: a growing desire for privacy and anonymity from people of all ages. We’re constantly flooded with stories about people saying something they shouldn’t have on Facebook or Twitter. Because the reach of these social media giants is so large, people often wind up facing serious consequences for their comments. Although Facebook and Twitter connect users with millions of people across the globe, is it always worth the risk?
If recent trends are any indication, people are beginning to think twice about it, measuring personal risk versus the short-term reward of likes, RTs and shares. New apps such as Whisper and Secret rely heavily on total anonymity, which allows users the freedom to truly say what they want online, without fear of instant repercussion. However, anonymity is frequently the sharpest of double-edged swords – although it can protect us, it also encourages some of us to wallow in our worst instincts, being nasty for no reason.
Smaller networks also allow for a more manageable social media experience. While Facebook acts as a one-stop shop for social media, smaller networks often cater to individual interests or skills. Instead of putting on an exhaustive performance for every acquaintance ever made, users can connect with people in what feels like a smaller, more intimate setting. Call it artisanal social.
In the end, small networks give users a greater feeling of control over their online social lives than their large counterparts (though time will tell if this is actually true). If you’re looking for the next big thing in social media, it might be smaller than you think.
Author: Michael Fertik
No comments:
Post a Comment