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The Era of Antisocial Social Media
Americans 12 to 34 years old across several platforms has either leveled off or is waning, while 2019 research from Global Web Index suggests that the amount of time millennial and Gen Z audiences spend on many social platforms is either flat, declining, or not rising as greatly as it has in years’ past.
Sara Wilson • The Era of Antisocial Social Media
An example is London-based Threads, which has quietly picked up $20M last year with Highland Europe, for its operation which courts millennial, with tailored selections of luxury fashion which it then sells to them directly on services like WeChat, WhatsApp, Snapchat, with a team of human shopping assistants!
Sara Wilson • The Era of Antisocial Social Media
Like the private messaging campfires, micro-community campfires often live on traditional social platforms. Facebook Groups are probably the best-known example. The “close friends” feature within Instagram Stories has become a tool some influencers are using to share exclusive content and interact with small groups of their followers, for a fee. Sl... See more
Sara Wilson • The Era of Antisocial Social Media
Consumer behavior changing → brands are trying to navigate those new form factors:
Sara Wilson • The Era of Antisocial Social Media
Brands aren’t invited into private chats (Messenger/WhatsApp).
Sara Wilson • The Era of Antisocial Social Media
Mark Zuckerberg in 2019 “Today we already see that private messaging, ephemeral stories, and small groups are by far the fastest growing areas of online communication”
Sara Wilson • The Era of Antisocial Social Media
Without question, the digital campfire trend is firmly on the radar of the big social platforms. “Today we already see that private messaging, ephemeral stories, and small groups are by far the fastest growing areas of online communication,” Mark Zuckerberg wrote in a March 2019 public post, announcing a strategic shift toward more closed, private ... See more
Sara Wilson • The Era of Antisocial Social Media
Fortnite - half of teens say they use it to keep up with their friends, with most spending 6 to 10 hours each week on the platform.
Sara Wilson • The Era of Antisocial Social Media
Some companies have thus responded by adapting texting to mimic the intimacy of personal conversations with friends.
Sara Wilson • The Era of Antisocial Social Media
Micro-community often live on traditional social platforms, yet they can also spark in unexpected places: Discord — a platform designed for gamers, has become something of an under-the-radar hub for beauty obsessives.