/// New Companies Are Redefining What It Means to "Share" Online

August 23, 2013  |  All Things Digital


A Poshmark profile Lately, I’ve heard a lot of chatter predicting the decline of Facebook as users want to be more selective about what they share online. I get that — even as an adult, there are things that I’d just rather not share with my mother or father, who are proudly on Facebook. But as the company’s last earnings call showed, Facebook isn’t slowing down anytime soon. What is happening is a shift in the way people share online, and it is driven by a handful of new mobile-centric networks. Often, these networks are not only seeing the majority of their growth occurring on mobile but they’re seeing it driven by a younger demographic with a frequency that we haven’t really seen before. People are still sharing baby/pet photos, engagement announcements, job changes, etc., on Facebook and Twitter, to some extent. But when things get a little more specific, or maybe even more personal, they are turning to companies like Snapchat, NextDoor, Avocado, Rando, etc., all of which are built around a use case that isn’t appropriate for a large open network. In case you aren’t already using these highly addictive apps, here is a breakdown of some of the most interesting ones, by use case: You want to share photos with your friends or family, but privately and/or temporarily. Think about a photo you want to share, but don’t want it to exist indefinitely on the Internet — either because it’s goofy or because it would only make sense to a close friend. Snapchat* allows you to take a picture that’s visible to the recipient for a few seconds. This type of ephemeral sharing not only lowers users’ inhibitions but also brings back some of the fun aspects of sharing that went away when your co-workers friended you on Facebook. The other unique element of Snapchat that is less frequently discussed is the reduced friction around direct communication that is driving much of its growth and stickiness. The app opens immediately to the camera and enables faster photo-taking and photo-sharing than the default camera app or any of the available photo apps. The person you share the most with is likely your partner, and not all of that sharing is interesting (i.e., “can you pick up eggs on the way home?”) or Facebook-appropriate. Companies like Avocado* are closed networks for more intimate sharing with just your partner. With Avocado, you can privately and securely share a synced calendar, shared lists (i.e., to-do lists), photos, etc., with each other, and the expectations around who are and are not in the network are clearly defined. Path , which is focused on private sharing with friends and family, is another company that would fit into this category

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New Companies Are Redefining What It Means to "Share" Online

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