Much is often speculated of ‘the next phase’ in social media: what comes after Facebook. We’ve watched previous social networks rise, experience a glory period and then a decline. I know everyone has their 2 cents on when and if this will happen to Facebook, but I thought I would throw my view out to the world and see what comes back.In the last 6 months I have observed a radical shift amongst my peer group pulling back from social media. They still use it heavily, but there is a stronger emphasis on privacy. Many of my close friends have turned off their Facebook walls and opted to password protect their twitter accounts. The networks have become less of an exhibition and sharing space, and more of a necessity to stay in touch with people.
What is being picked up in lieu of the all-encompassing Facebook is a tighter-knit alternative to social networks: my creative friends interact via comments and ‘likes’ on Instagram. Other friends socialize via matches of Words With Friends and playful accompanying banter in the Chat box. Instead of texting, Facebook chat and messaging or otherwise, we’ll have private group chats on WhatsApp. It’s a return to a smaller, more engaged network rather than the beast that is Facebook.
What does this mean for brands? Probably not to rely simply on being involved in the space with the greatest reach, but to ensure you are active in smaller and more relevant networks to your niche.
Is anyone else noticing a shift away from the larger networks?
What do you see being picked up in your peer group?
