- A new era for social platforms
- A profound change in our interactions
Born at the end of the 90s, the social networks have revolutionized our exchanges. From the beginnings of MySpace to the supremacy of Facebook via the emergence of TikTok, they profoundly influence our daily lives. Each new thing shakes up our habits, regardless of our age.
Last year, many articles predicted the end of social networks as we know them. As Generation Z overtakes Millennials, expectations for these platforms are evolving. The challenges are numerous: harassment, disinformation, protection of privacy… What directions will social platforms take? How will this impact our digital interactions? A quick overview in this article.
Social networks, tools in permanent revolution
To retain their users, social platforms must constantly renew themselves.
Why are social networks evolving so quickly?
Social networks are evolving and diversifying at high speed. By 2013, Facebook, YouTube, and Twitter (now, X) dominated the market. On the professional side in France, LinkedIn and Viadeo were also very popular. In 2015, Instagram and Snapchat, visual platforms, are gaining momentum. Two years later, while Google+ resembles a ghost town, TikTok and its video capsules are emerging.
Under the pressure of intense competition, social platforms are using technology to improve the user experience and offer ever more attractive features, even if it means copying each other. Adapting to the needs of businesses and advertisers as well as new behaviors is a major challenge. So many reasons that force social networks to constantly renew themselves.
What are the challenges facing social platforms?
Providing engaging experiences is the major concern of all social networks. Although they rely on a very large number of users (there are more than 5 billion registered users on the planet, or 62.3% of the world population), monetization is a central issue. However, networks also face many other problems:
- Preserve members’ confidence in the protection of their personal data.
- Avoid the proliferation of false information in a world where younger generations rely more on networks than traditional media. This problem continues to grow with the rise of AI and the abandonment of reading for watching videos.
- Guarantee freedom of expression while combating inappropriate behavior or content.
- Protect the mental well-being of members.
- Manage “filter bubbles”, and many others.
There are also many regulatory restrictions and growing distrust from governments.
The main trends for 2024
Loss of market share, social plans, restrictive legislation… 2022 and 2023 were particularly catastrophic for social platforms. If niche networks, which rely on loyal communities, have not undertaken profound changes to their uses, more general media have had to review their copy, in the hope of attracting the favor of a particularly Gen Z demanding.
2024 should be the scene of many developments:
- Social networks are becoming the new search engines. They are also used as news sources, particularly among 18-24 year olds.
- Social shopping is on the rise.
- Short-form videos could be eclipsed by a resurgence of the long-form format.
- The authentic tone, both transparent and relaxed, is more relevant than ever.
- Nano-influencers are increasingly sought after and listened to.
- Artificial intelligence and virtual reality are clearly progressing.
- We also mention, oh joy, a possible return of the famous “Poke”.
These new trends reflect more significant changes: they demonstrate, in fact, a global transformation of our habits on the internet.
A new era for social platforms
Far from collapsing, networks will have to adapt and innovate.
Technology, the best ally of virtual communities
The latest technological advances boost interactions and innovative sharing of information. The use of virtual reality and augmented reality could encourage the emergence of more immersive experiences and erase boundaries: virtual events, collaborations and interactive advertisements, etc. On the marketing side, these tools could be particularly interesting because they increase engagement and sharing.
AI also has its card to play: recommendation of contacts and content, optimized user protection, personalization of social experiences, creation tools, chatbots… The ideas are attractive, if they are implemented with caution.
Finally, the use of voice assistants (or Voice-Based Social Media) should also allow for more fluid use of platforms.
Network fragmentation
Initially, social networks were, above all, a place for sharing and discussion between loved ones. Twenty years later, platforms have become, above all, a place of business.
Users need more than ever to reconnect with the spirit of community and this is why today we are witnessing the proliferation of specialized platforms: Nextdoor, Nostr, BeReal, Minus, Yik Yik, Fizz, Ahwaa, Bluesky and many more others. Some are already imagining a tool that would make it possible to govern them all, like Gobo, in development at MIT.
A profound change in our interactions
As social media evolves, it reshapes our behavior.
A growing generation gap
Social platforms have a real impact on our daily lives, as evidenced by the time we give to them. All ages combined, the average user connects to at least 7 social networks each month.
Usage, as we know, varies greatly between generations: if 48% of Boomers visit social media daily for 10 minutes to an hour, 35% of Gen Z use it for more than 2 hours every day. People’s perceptions of platforms also vary greatly, regardless of the subject (privacy, mental health, e-commerce, etc.).
In constant development, these tools always offer more opportunities for communication and sharing (private messages, comments, Lives, etc.). They also allow, for those who have the necessary open-mindedness, to better understand the issues that each of us faces. Unfortunately, these developments also generate significant generational divides:
- The increasing technical complexity of the media creates technological barriers and social obstacles.
- Filter bubbles accentuate stereotypes and prevent exchanges.
- The use of networks has impacts on our language, on our mental well-being, but also on the quality of off-platform conversations.
Are networks still social?
Social networks, and the internet in general, are experiencing a period of great tension and change. Far from the Epinal image of the global village, the race for platform scalability is not without consequences on our behavior and uses. Under the guise of connection, we isolate ourselves even more.
In a recent column, Ellis Hamburger, formerly of Snapchat, rightly said that their founders “made their applications free to develop their community, before discovering that there was no going back. Growth without limits is the only possible path, even if the initial product becomes unrecognizable.” Having to please users as well as advertisers is, in fact, a real challenge.
In a world where we have all become the product and our friends have become an audience, it is up to us to take a step back and reconnect with the initial usefulness of these tools: to serve as powerful vectors of communication and sharing.
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