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The New Rules of Social
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.
Dominic Weiss
Head of Planning ZAKFrom 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.
KEY TAKE OUTS
- Create space for in-game social. Over 10m people turned up for DJ Marshmellow’s set on Fortnite. Headset chat and gaming are already the norm, but there is an opportunity for brands to go further and create new in-game social experiences.
- IRL activation. Expos and informal meet up are a part of the culture. Gamers meet new people through the games they play, but those relationships are nurtured IRL. How can brands supercharge those events?
- Gaming utility. Gamers may be sceptical about brands entering the gaming space, but if you can improve their experience you will win them over. Be additive to their passion, play a role in the games they play.
- Think beyond the game. Gamers are not just gamers. Ninja, a well-known gamer, has 14m followers on Instagram and hangs out with Drake and Travis Scott. Gamers are talent; be innovative and thoughtful with how you work with them.
- Raise the profile. Despite the scale, gaming still feels fledgling. It’s full of young gamers looking to grow their community and go professional. They need brands to raise the profile of gaming and the gamers within it.
THE NEW RULES OF SOCIAL
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About
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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