Trend Alert: Public Consumption and Private Sharing on Social Media
A guide to what Private Sharing is and how small businesses can navigate this trend.
Social media has now been around long enough for us to notice shifts in how it’s used. If you’re a social media nerd, like us, you’ll remember when tracking your page on Facebook was as easy as counting likes and comments. But there’s a new trend developing: public consumption and private sharing. If you’ve been wondering why it’s so hard to get people to comment or like your post anymore, this shift might be why. A lot of users aren’t participating in public discourse but are instead privately sharing with their friends in private or direct messages.
A recent report from Morning Consult found that 61% of U.S. adults have become more selective about what they’re posting. But they’re not the only ones noticing it. Mark Zuckerberg noted, “private messaging, ephemeral stories, and small groups are by far the fastest growing areas of online communication.” How we use the internet is changing from a large exchange of information to a cozier, community oriented place. Some marketers attribute this to things like “user fatigue and quality concerns”—with misinformation, toxicity, and ad saturation driving using away from public sharing and toward private communities and messaging.
A Brief History of Social Media
Social media originally connected people online. Blogging was a way to share larger pieces of our daily life. Facebook, Instagram, and Twitter soon entered the picture allowing people to share small snippets of daily life through a status update, picture, or news update. At first this was candid. Remember posts like “Jen is feeling happy”? Over time, social media posts shifted toward being more curated or performative as influencers and other public figures began monetizing their activities on social The result was and oversaturation of polished, sometimes inauthentic content, which drove many users to seek authentic connections in more private settings.
What Is Private Sharing?
Private sharing means users are able to choose exactly who is able to see the content they’re posting or sharing. While platforms like Facebook and Instagram are public, features such as Facebook Messenger, WhatsApp, and Instagram’s DMs allow for more private exchanges. This allows users to share moments with only a select few, creating an intimacy unavailable on public platforms.
Platforms Adapt to Shifting Use
With this shift toward private sharing and the need for more privacy, social platforms are adapting. Snapchat pioneered this with disappearing messages and alerts for screenshots, creating a sense of exclusivity and security. Instagram Stories and BeReal offer similar features, giving users the feeling they’re sharing secret moments with trusted circles.
Influencers Offer New, More Personalized Experiences
With these large platforms creating new ways for people to privately connect, Influencers and businesses have had to adapt. Many Influencers have turned to a subscription-based model, offering exclusive content or personalized experiences for paying followers. Private community platforms, like Discord, allow for direct conversation and intimate connections with creators.
How Can Small Businesses Adapt?
Larger businesses can rely on name recognition and eat some of the losses, but small businesses face challenges with decreased organic reach. Preaviously a few hashtags and a location tag could reach a large audience. Now, posts are seeing less circulation in the algorithm which is resulting in reduced organic reach.
The key for small businesses to adapt to this new landscape is to create targeting, personalized content that embraces the intimacy of private sharing.
5 Strategies for Embracing Private Sharing:
Broadcast channels (new on Instagram)- Send messages and content in a group message directly to your followers’ DMs.
Curated content- Craft content that is meant to be shared between friends and family.
Stories and Snapchat- Use for behind-the-scenes insight that feel exclusive and “in the moment.”
Private communities- Platforms like Discord or Instagram’s Close Friends, offer spaces for building strong authentic relationships with followers.
Subscription or members only models- Offering members- only access gives customers something exclusive and helps foster loyalty.
How Do You Measure Success?
We only just recently covered how to start understanding social media analytics and now we’re ripping that revelation right out from under you. It’s not chaing that much! With this trend shift, focus on metrics like:
- Impressions
- Video Views
- Shares
- Saves
As frustrating as it can be when trends shift, adapting to this new landscape can deepen connections with your audience. Building authentic, private relationships isn’t just the latest trend. It’s an opportunity to develop bonds with your customers. Embrace it, and you’ll find it’s a good change for both you and your customers!
Need more help adapting to emerging social trends? Contact us for a no-obligation consultation!
