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Omnichannel Social: How the Pandemic Transformed Social Products
NewNew — Truman show for influencers, letting onlinefans drive real-life decisions
Mercedes Bent • Omnichannel Social: How the Pandemic Transformed Social Products
Cravings, CraveIt, Tastemade — cooking/eating hobby
Mercedes Bent • Omnichannel Social: How the Pandemic Transformed Social Products
Peloton — working out with friends online
Mercedes Bent • Omnichannel Social: How the Pandemic Transformed Social Products
Below are 3 categories of social products that are innovating to deliver new types of digital-first, omnichannel ready, social experiences.
Mercedes Bent • Omnichannel Social: How the Pandemic Transformed Social Products
Poparazzi, BeReal, Dispo — creating spaces for online appreciation of in-person presence
Mercedes Bent • Omnichannel Social: How the Pandemic Transformed Social Products
At a macro level, this trend represents a slow shift away from consumer social apps that optimize solely for engagement toward those that optimize for more user happiness. Studies have shown that engaging in physical activity can make people happier, and thus more fulfilled.
Mercedes Bent • Omnichannel Social: How the Pandemic Transformed Social Products
Marine Snow, Locker Room (now Spotify Greenroom) — music hobby
Mercedes Bent • Omnichannel Social: How the Pandemic Transformed Social Products
FanFest — fan-led “Sports Center” pre-game, interactive talk shows
Mercedes Bent • Omnichannel Social: How the Pandemic Transformed Social Products
Flickplay, Superlocal — gamifying local exploration through online check-ins