Social landscape Mapping the balance of platforms’ audience, features, and strategy
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20,000 foot view: This report maps how social platforms are used by consumers, looking at behaviours such as talking to friends, shopping / browsing, and creating content. It further looks at how this differs with age. The current marketplace is maturing, with platforms now either pursuing a “do everything well” or a “do one thing the best” approach. While both can be successful, lessons can be drawn from the potential pitfalls of each approach for social media apps as well as content-focused entertainment platforms looking to incorporate social into their own offerings.
Companies and brands mentioned in this report:BeReal, BlueSky, Bridgerton, Clubhouse, Discord, Facebook, Facebook Messenger, iMessage, Instagram, LinkedIn, Mastodon, Meta, Netflix, Post News, Reels, Snapchat, SoundCloud, T2 Social, Threads, TikTok, Twitch, Twitter, WhatsApp, X, YouTube