The New Era of Social Media: Personalized Advertising, Intentionality, and Sustained Attention


Hatched by Glasp

Jun 30, 2023

4 min read


The New Era of Social Media: Personalized Advertising, Intentionality, and Sustained Attention

In today's digital age, social media has become an integral part of our daily lives. From scrolling through endless feeds to connecting with friends and family, these platforms have revolutionized the way we interact and consume content. However, recent developments in the social media landscape suggest that a new era is dawning – one that is focused on personalized advertising, intentionality, and sustained attention.

Facebook, one of the pioneers of social media, is launching an ad campaign to defend personalized advertising against Apple's new privacy measures. This move highlights the growing importance of delivering targeted content to users based on their preferences and interests. While personalized advertising has its benefits, it also raises concerns about privacy and data security. Nevertheless, this shift towards customization reflects the changing landscape of social media.

Another platform that embraces this new wave is Clubhouse. This audio-based social networking app shares a common focus with the likes of Facebook on intentionality, context, and sustained attention. Unlike traditional social media platforms that rely on high-volume, low-attention feeds, Clubhouse encourages users to engage in low-volume, high-attention relationships. By fostering meaningful conversations and connections, Clubhouse represents a departure from the noise and overload often associated with social media.

The rise of new digital media products that prioritize intentionality and sustained attention is a response to the overwhelming amount of attention-grabbing content that inundates our feeds. Whether it's Facebook, Twitter, or any other platform, the race for engagement has led to a bombardment of content that can leave users feeling overwhelmed and manipulated. The need for a more authentic and intentional social media experience has given rise to these new platforms.

One such example is Twitter's Super Follows feature. While it remains to be seen whether Super Follows will gain widespread popularity or remain a niche product, its introduction signifies a shift in Twitter's strategy. Super Follows aims to facilitate direct, intentional relationships between creators and their most loyal fans. By offering exclusive content and perks to subscribers, Twitter is exploring a Patreon-esque revenue model that allows creators to monetize their content directly.

In addition to personalized advertising and intentionality, the emergence of social camera app Dispo is being hailed as the next Instagram. Dispo's focus on low-volume, high-attention relationships aligns with the broader shift we're witnessing in digital media. By encouraging users to capture and share moments in a more deliberate and thoughtful manner, Dispo aims to provide a refreshing alternative to the fast-paced, attention-grabbing nature of traditional social media.

While these developments offer exciting possibilities for the future of social media, it's essential to consider their implications. As personalized advertising becomes more prevalent, questions surrounding privacy and data security will continue to arise. Balancing the need for engagement with respect for users' autonomy and well-being remains a challenge.

Despite the potential benefits of this new era of social media, it's crucial to approach it with caution. Here are three actionable pieces of advice to navigate this evolving landscape:

  • 1. Be mindful of your digital footprint: With personalized advertising becoming more sophisticated, it's important to be aware of the data you share online. Review your privacy settings, limit the information you provide, and consider using ad-blockers or privacy-focused browsers to protect your online identity.
  • 2. Seek intentional connections: Embrace platforms or features that foster meaningful and intentional relationships. Look for opportunities to engage in conversations and communities that align with your interests and values. By curating your social media experience, you can cultivate a more fulfilling and authentic online presence.
  • 3. Take breaks and set boundaries: Social media can be addictive and overwhelming. Set limits on your screen time, take regular breaks, and prioritize activities that nourish your well-being. Remember, the quality of your online interactions is just as important as the quantity.

In conclusion, the new era of social media is marked by personalized advertising, intentionality, and sustained attention. As platforms like Facebook defend targeted advertising and apps like Clubhouse and Dispo prioritize meaningful connections, we are witnessing a shift away from high-volume, low-attention feeds. While this transition offers exciting possibilities, it's crucial to approach it with mindfulness and a critical eye. By navigating this evolving landscape consciously, we can make the most of social media while safeguarding our privacy and well-being.

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