The Future of Social Networks: Verticality and Identity Dispersion

Kazuki

Hatched by Kazuki

Jul 31, 2023

4 min read

0

The Future of Social Networks: Verticality and Identity Dispersion

In today's digital landscape, there is a growing demand for more curated and meaningful connections. Users are seeking out platforms that cater to their specific interests and provide a space for sharing content that may not be suitable for other social networks. This is where the rise of vertical social networks comes into play.

Vertical social networks are platforms that focus on specific niches or industries, allowing users to connect with like-minded individuals and share content that resonates with their passions. These platforms offer a refreshing alternative to the swiping and liking fatigue that many users experience on traditional social networks.

One of the key advantages of vertical social networks is their ability to provide users with the best tools for sharing content within their chosen niche. Even if a certain type of content can be posted on multiple platforms, a vertical-focused network can differentiate itself by offering unique features and enhancing the status of its users within the community. Platforms like LinkedIn, Clubhouse, and Quora have successfully tapped into this concept and attracted users who are looking to build their professional or personal brand.

Furthermore, the opportunity to build a following is often a strong incentive for users to join a new network, regardless of their age group. Whether it's for personal or professional reasons, the ability to grow a dedicated audience and engage with like-minded individuals is a powerful draw. These vertical networks also act as a "System of Record," housing all the important data related to users' profiles and interactions within the community. This encourages frequent engagement and makes it harder for users to churn.

The emergence of new devices and advances in technology also play a significant role in the success of vertical social networks. Each new device or step change in functionality opens up new opportunities for content creation and consumption. For example, the introduction of AR filters on Snapchat expanded its user base beyond high school students, showcasing the potential for new types of content to fuel the growth of social platforms.

In addition to the rise of vertical social networks, we are also witnessing a shift towards identity dispersion. Rather than experiencing the context collapse of the current internet, individuals are now taking control of their online identities by creating and managing multiple pseudonyms. This allows for the separation and unification of different facets of one's personality and interests.

The concept of a pseudonymous economy, as described by Balaji in a 2019 presentation, presents intriguing possibilities. With persistent, non-real names that can accrue reputation, individuals can engage in valuable knowledge work without exposing their physical appearances. This opens up opportunities for collaboration and creativity through web-based productivity tools.

Multiple pseudonyms also enable individuals to find communities that align with their marginalized identities in real life. It allows them to be part of different communities that may not seem consistent on the surface, creating bridges between seemingly siloed groups. As pseudonyms become more verifiable, they gain value in terms of verifying inventory and history in the web3 era.

However, it is important to acknowledge the potential downsides of a pseudonymous future. While pseudonymity empowers individuals to speak their minds without fear of personal attacks, it also enables trolls and online harassment. Striking a balance between anonymity and accountability will be crucial in creating a healthy and inclusive online environment.

In conclusion, the next wave of billion-dollar consumer startups is likely to be vertical social networks that cater to specific interests and provide curated experiences. Users are craving more meaningful connections and platforms that allow them to share unique content. Additionally, the concept of identity dispersion through pseudonyms presents exciting opportunities for individuals to explore different facets of their personalities and connect with communities that resonate with their marginalized identities.

Actionable Advice:

  • 1. Identify a niche or industry that is underserved by existing social networks and consider launching a vertical platform that caters specifically to that audience. Focus on providing unique features and tools that enhance the user experience within that niche.
  • 2. Explore the possibilities of pseudonymous engagement and collaboration in the web3 era. Experiment with multiple pseudonyms and find communities that align with your various interests and marginalized identities. Embrace the potential for verifiable pseudonyms to enhance your online presence and value.
  • 3. Prioritize creating a safe and inclusive environment within your social network. Find ways to strike a balance between anonymity and accountability, ensuring that individuals can freely express themselves without fear of harassment or personal attacks. Implement robust moderation tools and community guidelines to foster a positive user experience.

The future of social networks is evolving, and verticality and identity dispersion are key trends shaping this landscape. By understanding the unique needs of users and embracing the potential of pseudonymous engagement, the next generation of billion-dollar consumer startups can thrive in an increasingly connected world.

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