Category
Tech
Embedded Intelligence
1.9
Trend score
Trend
What is the Private Socials trend?
Private Socials: With criticisms around excessive social media use and the data-selling that goes along with it, some brands are releasing social media platforms with limited functions and privacy features that help protect users' data, while still enabling sharing between family and friends.
Insight
The consumer insight behind the Private Socials trend
Despite the ubiquity of social media platforms, there are more consumers who want to "unplug," even temporarily, from the constant messaging and advertising that exists online. Although modern digital habits are here to stay, some consumers still want a better balance between engaging online and disconnecting. Additional concerns related to privacy and the sharing of personal data from larger platforms has resulted in some consumers turning away from these platforms for less intrusive alternatives.
Trend themes
Themes within the Private Socials trend
Three behaviours holding the trend together01
Privacy-Focused Social Media Platforms
Brands are releasing social media platforms with limited functions and privacy features that help protect users' data, while still enabling sharing between family and friends such as iRadius Friend Radar and Ruva.
02
Healthy Social Media Use
Social media apps with alternative missions to promote healthy social media use, sacrifice 'like' buttons, use predictable timelines and personal links instead of publicly accessible profiles such as Ruva.
03
Collaborative Communications
Alternative platforms like TogetherLetters that enable groups to connect with one another in a more passive, authentic manner outside of social media, with a newsletter-inspired UX design.
Industry implications
What the Private Socials trend means for industry
Where the trend changes the playbookFor
Social Media
The next business opportunity is to provide social media platforms that prioritize the privacy of users and healthy social media use without exposing them to businesses' manipulative strategies.
For
Collaborative Apps
With the rise of passive consumption of information, by providing a consumer-friendly UX that encourages collaboration rather than competition through newsletter inspirations.
For
Sustainability & Timelessness
The demand for products and services that transcend time in terms of beneficial value, while incorporating sustainable features and functions would be a safe bet as seen in Lalo's functional and sentimental digital scrapbook offering.
Workshop question
How is your brand prioritizing the overall wellness of its customers?
Trend signals
Trend signals for Private Socials
Trend score 1.9 out of 10, from popularity 27%, activity 18%, freshness 12%.
Popularity27%
Activity18%
Freshness12%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Private Socials trend
4 featured examples from Nov 6, 2021 to May 25, 2022CategorySocial Media
Private Family Media Apps
Lalo Launches an Application to Memorialize Your Loved Ones
The technology industry can continue to develop and innovate digital memorialization apps to serve a growing market.
CategorySocial Media
Collaborative Newsletter Platforms
'TogetherLetters' Helps Users Connect Outside of Social Media
TogetherLetters is a prime example of how email marketing can be used in a new way to foster collaborative communication.
CategorySocial Media
Healthy Social Media Apps
The 'Ruva' App Protects Privacy and Discourages Addictive Scrolling
The social media industry could benefit from a new focus on healthy social media use, removing advertisements, and offering personalized paid features.
CategoryTech
Customizable Friendship-Forging Apps
This Networking App Respects Your Privacy & Preferences
iRadius' Friend Radar app highlights the growing demand for more genuine social connections and the need for privacy in social networking apps, creating an opportunity for innovat…
