FINDING YOUR PEOPLE
NEW FEATURES AND PLATFORMS ADDRESS THE FRACTURING OF LARGE SOCIAL NETWORKS.
THE DESIRE TO FEEL SUPported, included, and in community with others, online or IRL, is universal. But many huge social media apps today seem more adept at making users feel on the outs—or worse. Algorithmic and content-moderation changes at X (formerly Twitter), for example, have left many users feeling unsafe, distanced from their internet friends, or simply unappreciated if they don’t shell out a monthly fee.
“The more a group feels excluded from the mainstream internet, the more they’ll look for alternative spaces,” says Ed K. Lin, a sociologist and lecturer at UC Berkeley. This has driven people to try alternative platforms that allow them to congregate by identity groups and interests. Lex, for example, provides a classifieds-style feed for queer people, while Spill, an open-to-all microblogging site, is built with content moderation features that are intended to make Black and other marginalized creators feel welcome. Other apps, like the Nudge and Letterboxd, serve specificuse cases: making plans with friends or recommending films.
Whatsapp is also helping users find their niche—and with a contrarian approach. Rather than make the app addictive by adding things like algorithmic content suggestions, comments sections, and prompts to connect with other users, the platform is making users’ messaging more meaningful with videocall features, upgraded group chatting, and strengthened privacy protections.
The niche-ification of social media holds promise for advertisers. According to Tony Paille, principal at digital marketing agency Growth Spurt, advertising on more tailored social media apps provides a stronger return, albeit at a lower volume, because users have more “meaningful interactions.” The challenge for these apps’ executives is to deliver strong returns for their investors despite smaller user bases. Expect to see more new ideas—and perhaps some high-priced acquisitions. Social media use, after all, has always been more fragmented than the major platforms have led us to believe. —Veronica Irwin