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.
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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.
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.
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.
A/B testing, also known as split testing, measures two social media posts against each other to see which performs best.
The most common way of using A/B tests is to only change one element of the post between the two versions (headline, image, CTA, etc) so that you know any difference in performance is because of that change.
You can A/B test with both organic and paid posts.
In 2015, Discord offered the sprawling gamer community with a niftier option to connect via chat and voice, even when they were not playing their favourite multiplayer online game.
The well-thought-out, customizable communication tools have since made Discord the center of the gaming universe with over 100 million active users.