ZAK look at the new rules of social and how those under 30 find their place in the subcultures of social media, not through being targeted by algorithm, but by being drawn by the pull of the culture itself.
From the such divergent sources as The Daily Mail and The Guardian, we have recently been told that there is an exodus of under 30s from social media, but in truth this common narrative fails to look under the surface of the story.
Under 30s may be more utilitarian and ultimately more sparing in their use of big social media, but to say that they are bailing en masse is only half the story.
Stung by concerns from data misuse to experiences of being trolled, many are fatigued by what the mainstream social media now offers and are drawn to smaller communities of like minds.
Here the gravitational pull of a shared interest compels them to engage, which they do with a depth and degree of personal investment that is lacking from the mainstream these days.
The migration from the mass of Facebook and Instagram into the corners of the social web, where their passions and alter-egos flourish amongst friendly others, satisfies the same need they have from any community – to feel a sense of familiarity and mutual support. Something which is difficult in a mass of millions of users, and a network made up of loose connections.
The new rules apply where depth trumps numbers of ‘friends’ Where shared cultures create true community as opposed to the loose annexes of former classmates and peripheral acquaintances.
Where the trust that has been lost in the wake of concerns over how big social media uses your data, is found in a safe space of similar characters.
In the new rules of social, we shine a light into the corners of these communities and understand the social constructs and brain chemistry which makes under 30s evacuees from Facebook but who pursue active social activity beneath the radar of all but those who share their passions.
THE NEW RULES OF SOCIAL
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Dom is Head of Planning at ZAK, an under 30s specialist creative agency. ZAK believe in the power of ideas that resonate culturally. Understanding audiences, the things they love, and the things they hate, is our way of getting to those emotional ideas that run deep and make a difference. Dom has applied this thinking to a raft of ZAK clients' including Bloom Gin and New Balance Football. Dom has over 10 years’ experience working in creative agencies and the music business.
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