In 2007, the launch of the first iPhone revolutionized the mobile phone industry, transforming handsets from a one-trick communication tool to a catch-all platform that is constantly expanding and evolving. Indeed, by 2012, the smartphone topped Popular Mechanics’ list of the top 101 Gadgets That Changed the World, trumping innovations like the television (#3), the telephone (#7), and even the lightbulb (#10). As the editors of Popular Mechanics pointed out, the smartphone essentially serves as a “pocket-sized PC,” adding, “It facilitates instantaneous personal connections that make phone conversations seem like cave paintings. The device seems to have limitless potential.”
In the decade since the list was published, the evolution of the smartphone has shown remarkable progress. In part driven by advancements in smartphone technology, social media facilitates the sharing of information and ideas through virtual networks. From Twitter and Facebook to YouTube and Instagram, social media covers a vast universe of different platforms and apps, enabling users to interact online, share content, and build communities. As of April 2023, more than 4.7 billion individuals use social media, equating to approximately 60 percent of the global population.
Social media platforms are constantly expanding and evolving, with new ones emerging with increasing frequency. In this article, we look at six relative newcomers to the social media platform market that show enormous potential in 2023.
1. BeReal
BeReal enables users to share in-the-moment photos and experiences. Launched in France in 2019, the app prompts users with daily notifications at random times, inviting them to take two photos: one with their front camera and one with their back camera. Users have two minutes to snap an image of whatever activity they happen to be participating in at that moment. The purpose of the BeReal app is for users to post genuine, unfiltered photos that capture authentic moments of real life, rather than presenting a curated or staged portrayal of their lives that is so common on other apps like Instagram.
2. Clubhouse
Clubhouse is an audio app that features interactive chatrooms, inviting users to join and listen to real-time conversations. Released in 2020 on iOS, the app made a huge splash, with an Android version launched the following year. By December 2021, Clubhouse boasted a staggering 2 million active weekly users. This is a particularly impressive accomplishment given that Clubhouse was technically still in beta mode at the time and restricted to invitation-only (although some experts suggest that it may have been precisely this exclusivity that piqued public interest). Today, the app maintains a steady 3.5 million weekly users.
3. Zoomerang
Founded in 2018 in Yerevan, Armenia, Zoomerang is a platform that guides users through the process of creating and sharing short videos complete with music and special effects. The mobile app also serves as a short-form templates marketplace. Users simply download the app and start capturing videos immediately with no account or signup required. They can share videos on platforms like TikTok, Instagram, Snapchat, and others from directly within the app, or they can save videos to their camera roll to share later. With new tutorials regularly added to help users shoot captivating videos, Zoomerang enables users to create stunning videos in just a few simple steps.
4. Shuffles by Pinterest
Released by Pinterest in 2022, Shuffles is a new mobile-only app that is currently available on iOS by invitation only. The app enables users to create collages collectively. From a marketer’s perspective, Shuffles presents exciting opportunities, with each element in a collage linking back to the product and creator on Pinterest. Shuffles has immense potential for influencer marketing partnerships, helping brands to get their products seen by hungry audiences. In addition, from the creator’s perspective, the app presents huge opportunities too. For example, travel influencers could partner with travel agencies to create travel-themed collages to drive interest in particular travel products or destinations.
5. Post
Post.News, known as Post for short, is touted as a place for real news, real people, and civil conversations. Post emerged as an alternative to Twitter after Twitter was acquired by Elon Musk, who began rolling out changes that proved unpopular with many users. Post pledges to provide a space free from hate-filled rhetoric while still protecting freedom of speech through the implementation of a set structure and rules. Currently in beta-testing with a waiting list to signup, Post could potentially rival Twitter one day if it can fulfill its goals of creating a safe space for conversations free from “online trolls” and “hate-hurling professional contrarians.”
6. Discord
A text and voice chat app that was originally targeted at gamers, Discord has steadily expanded its reach, appealing to tech brands and creators all over the world. Launched in 2015, the app has grown rapidly in recent years, as the simple-to-use interface gained popularity due to its ability to link multiple devices together. Featuring channels such as Slack teams or WhatsApp groups, Discord enables users to organize their community around topics such as cryptocurrency or video games. The app is also popular among blockchain enthusiasts, appealing to brands as an easy way to get more involved with web3 and build their own communities on the blockchain.