![endless online private server items not dropping endless online private server items not dropping](https://www.arena-top100.com/screens/resistenciamu.com.png)
![endless online private server items not dropping endless online private server items not dropping](https://moonwell.su/template/landing/img/slide_5.jpg)
According to the ZAK survey, 38% of people under 30 only use Facebook for the private messenger function. Facebook Messenger and WhatsApp are among the most well-known examples. Private messaging campfires often exist on traditional social platforms. Sixty percent of respondents stated that talking in private groups means they can “share more openly.” In a 2019 survey from ZAK, a youth-focused creative agency, nearly two thirds of the 1,000 people polled, all under 30, said they prefer to talk in private message threads rather than on open forums and feeds. Private or small-group messaging - usually but not always with one’s real-life friends - is the primary purpose for gathering.
![endless online private server items not dropping endless online private server items not dropping](https://moonwell.su/template/landing/img/skill_8.png)
Let’s examine the characteristics of each, as well as how brands are successfully navigating the challenges of reaching the audiences in these environments. Some digital campfires are a combination of all three. I’ve identified three categories of digital campfires: private messaging, micro-communities, and shared experiences. If social media can feel like a crowded airport terminal where everyone is allowed, but no one feels particularly excited to be there, digital campfires offer a more intimate oasis where smaller groups of people are excited to gather around shared interests. Since I believe that naming a trend helps provide a framework for understanding it, I have dubbed these spaces “digital campfires.” The first step is to understand the distinct characteristics of these more closed, and often more private and interactive online spaces. To reach these younger audiences on social, marketers are going to have to re-think their approach. They’re also craving privacy, safety, and a respite from the throngs of people on social platforms - throngs that now usually include their parents. They’re saying that after years spent constructing carefully curated online identities and accumulating heaps of online “friends,” they want to be themselves and make real friends based on shared interests. To understand what’s driving this shift, you need only talk to young people. Specifically, when you look at who is - and more importantly, who is not - driving the growth and popularity of social platforms, a key demographic appears to be somewhat in retreat: young people.įor example, 2019 findings from Edison Research and Triton Digital show social media usage overall among Americans 12 to 34 years old across several platforms has either leveled off or is waning, while 2019 research from Global Web Index suggests that the amount of time millennial and Gen Z audiences spend on many social platforms is either flat, declining, or not rising as greatly as it has in years’ past. And we now spend more time than ever on our phones, with endless scrolling through our social feeds being a chief reason why.īut dig a little deeper, and a more nuanced picture emerges about social media users today that has important implications for the ways in which brands reach customers. Social conversation continues to shape everything from culture to the media cycle to our most intimate relationships. Social platforms are still reporting robust growth - yes, even Facebook - despite a growing chorus of opposition.