Social media reboot The rise of social 2.0 and the emancipation of the digital native
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Social media is entering a new phase of innovation. Facebook’s trio of applications, alongside Snapchat, Twitter and other incumbents, still have market dominance. However, the rapid growth of TikTok, Discord and Clubhouse since the coronavirus-prompted lockdowns, alongside a migration to digital-first life, are early indicators of demand for – and adoption of – social platforms that lend themselves to lean-in entertainment behaviours. The result is a decoupling of social from the defining metric of engagement for its own sake.
Companies and brands mentioned in this report: AOL, Clubhouse, Discord, Facebook, Facebook Messenger, Fleets, Instagram, Myspace, Reddit, Reels, Signal, Snapchat, Spaces, TikTok, Tumblr, Twitch, Twitter, WhatsApp, YouTube