Studies show that the younger demographic wants restricted, private, secure and exclusive networks which cannot be thronged by unwanted people, like their parents. These exclusive online social places can be termed as digital campfires, and are mainly in the domains of private messaging, micro-communities and shared experiences.

Anti-Social Social Media

Micro-communities are platforms where people gather around shared interests, beliefs or passions. Some examples are Facebook Pages and Groups, Instagram Stories, Slack and Youtube.
Brands can tap into this by partnering with influencers who have the kind of demographic they are targeting.

Micro-Communities Campfire

This is where like-minded people are participating in an activity. Online multiplayer games like Fortnite have 200 million users, and teens spend many hours on it keeping up with virtual friends and attending virtual concerts and events within the platform. 
Brands can tap into these shared experience campfires by associating with and creating virtual activities that are related to the audience grouped together and participating actively due to their shared interest.

Shared Experiences Campfire

Private messaging services like Facebook Messenger and Whatsapp are where private interactions happen and people are comfortable sharing details in private group messaging. There are new applications like Tex-Rex, The Infatuation, or Community which are helping brands penetrate this private space.

Private Messaging Campfire

Social platforms are still reporting robust growth - yes, even Facebook - despite a growing chorus of opposition. Social conversation continues to shape everything from culture to the media cycle to our most intimate relationships. And we now spend more time than ever on our phones , with endless scrolling through our social feeds being a chief reason why.