Anonymous.
Imperfect.
Impermanent.
What new generation apps are
teaching us about connection
In 2005, I received an invitation from a close friend to join them on Facebook. With trust in my source and a little curiosity, I followed the step guide to establish my first curated online identity. An identity that was subconsciously considered, airbrushed and sub-edited to an enviable but attainable level of reality; ensuring mine was a life people found interesting and adventurous.
The early days were filled with the joys of friend-finding and experience-sharing, but very quickly the comments, likes and re-tweets became opiates, and as we became more addicted, so too did the brands targeting us, as they baited for fans and grew greedy for shares, hearts, thumbs and pluses.
All of a sudden, these online identities were no longer our own. We started to feel owned, and worse, our mums and uncles and bosses were starting to friend-request.
It was around this time that the social network genus began to split. A new generation was emerging that had not known a world without social media, who were more keenly scrutinising the network landscape and looking for alternative places to play. Cue the rise of the “un-network”, where conversations can be created and communities built without the pre-requisites of prior relationships, connections and profile pictures. Where anonymity & impermanence are the point.
Key players in this genre are Yik Yak, Secret, Unseen, Whisper & Snapchat. While all come with their denouncers, the latter can be celebrated for revolutionising the social landscape by introducing the disappearing share and has become as a result, the poster child of this emerging trend. No longer do you need to fear a content footprint that could have repercussions six months or six years later. Users are now free to share selfies sans-makeup, sans-clothing and sans-consequence — albeit a freedom that is often perceived.
So what can we learn from this evolving social landscape where more and more users are choosing to play in the shadows?
We don’t all want to be famous
We’re reaching a point of peak narcissism on social media. Likely spelling the gradual decline of the “me-me” culture that is comfortable selling their personal data to a brand willing to publish their images, opinions or posts. Reliance on user-generated content as the basis for a rich and dynamic user experience is starting to wear thin. Instead, we’ll find authenticity in the curation of content by an authority that can provide broader context around its importance or place in time, than we can.
We don’t want to login to participate
Once a convenience, now a deterrent, mandatory log-in to networks like Facebook and LinkedIn is a barrier to participation and should be reconsidered as a first step in any user experience. Instead, brands should look for ways to court users with meaningful content and feature inclusions so when personal data is required the exchange feels rewarded.
We just want to window-shop sometimes
There is a tendency for brands to want to know your middle name and birthday before you’ve been out on your first date. This is a turn off for Millennial’s, who are wary of giving away too much too soon for fear of being exploited or worse, marketed to. Instead, consider fleeting relationships that are memorable but stringless. And make them want you, before you ask to know more about them.
We want our content to be timely, edgy and surprising
Consider the appeal of Snapchat and the enjoyment impermanent content can bring to a user experience. With impermanence comes greater risk and arguably greater value as timeliness challenges your audience to engage in the now and return for the next instalment. Consider this model to bring exclusivity and edge to the digestion of content on your channels.
We are innately flawed and that’s what makes us interesting
The clever brands are starting to realise that imperfection can actually be interesting. Being honest about flaws are a new wave of social media celebration; where correcting a mistake is as newsworthy as promoting a perfection. Acknowledging this humanises brands and endears them of their customers and organisations that are prepared to be honest with their fan-base, will benefit greatly from it.
Marketers brave enough to tap into these un-networks should first start with a clear social strategy that chooses its network footprint based on strong audience insight. Start with one platform and develop a content plan that plays directly to the appeal and habitual triggers of the platform. Take risks with the content you choose to feature on this platform and make sure it is unique and not a duplication of the content you are publishing to your other owned channels and social networks. Target niche communities and learn from the response you receive, before expanding to a broader public. And most importantly, trust the creative intelligence of your agencies to help guide content and brand behaviour decision-making.
Brands that are prepared to be more intimate with their audiences will continue to be the more interesting. Being prepared to play in the same shadows as your customers will ensure you adapt quickly to the ever-changing psychology of spending, sharing and shaming. And will see your brand become more human, more approachable and more popular, in the process.
