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Secret social media The rise of secret social media

Tired of scrolling through your Facebook newsfeed, refreshing your Twitter home page and flipping through your Instagram feed?

You are not alone! An increasing number of people feel the same way about the constant bombardment of baby pictures, engagement announcements and celebrity tweets.

The newer social media sites no longer resemble Facebook or Twitter. Whereas Facebook and Twitter are focusing on privacy settings, new sites such as Whisper and Gossup are taking it a step further to focus on complete anonymity. Users can post whichever secret they wish to share, under the cover of total anonymity as neither username nor identifying feature will accompany the posts.

This is perhaps a natural outcome of the many privacy scandals in recent years. People have been fired from their jobs because of incriminating Facebook photos on their personal accounts; identities have been stolen due to insufficient privacy settings and houses have been robbed because of innocuous pictures depicting families on vacation, tipping off thieves that nobody is home.

On a more shallow level, Millennials are stopping to use these networks because of how emotionally exhausting it can be to create and maintain their online personae. Social media anxiety is a growing trend, which is manifested in a fear of posting too much, of posting too little or of posting content that won’t get a sufficient number of likes.

Hot tweetawayHot tweetaway: #Millennials are suffering from #socialmedia anxiety insit.es/1JezCX1 by @GilaAllswang via @CoolBrands #geny

Social media anxiety

These two factors have led to the rise in popularity of anonymous sites, where users can express themselves without fear of judgment or consequence. Facebook itself has recognized this shift to private and anonymous social media. Their acquisition of WhatsApp Messenger early 2014 has allowed them to become part of the transition toward private messaging as an alternative to social media.

For years, social media has been king when it comes to marketing to Millennials. Brands were successful in creating a presence on Facebook, Twitter, Instagram and LinkedIn in order to reach the younger demographic. Given this shift in consumer preferences, brands will need to adjust their marketing strategies.

One possible alternative is to jump on the Snapchat advertising bandwagon. Recent Snapchat campaigns have gotten creative in catching consumer attention. The brand-customer relationship through Facebook and Twitter started feeling too formal and lost its fun aspect. Snapchat still offers this elusive element of fun, by providing a platform where brands can be original and creative.

Hot tweetawayHot tweetaway: How will you market towards consumers who wish to remain #anonymous? insit.es/1JezCX1 by @GilaAllswang via @CoolBrands #millennials

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Posted in SocialMedia