Say What You See: A New User-Savvy and Crowd-Centric Era For Digital Communications?

Last week myself and a brilliant bunch of Associates launched our new Digital and Communications collective, Faur.

As you may imagine, I could waffle on about any aspect of this for a long time.

However, for you, the audience, it felt most relevant to discuss why it feels like the right time to launch, and how any of us can make the most of the changed online landscape we find ourselves in –?which I believe represents a new, user-powered era.

The Times They Are A-Evolvin’

In the last newsletter, I spoke about the chaos to come during 2024, some of which we have already seen.

Not only do we have a cavalcade of consequential political elections taking place around the globe, but the social media and search landscapes are fragmenting in unpredictable ways, plus AI is imbuing absolutely everything with added uncertainty.

There has been no shortage of rollercoaster rides over the past decade, and even then, this year feels like it could somehow top the lot.

Even as the likes of Meta and Google continue to grow in size and value, these giants of the digital and communications industry appear to have lost grip. Previously Meta’s shining star, Facebook has become stagnant and unattractive to younger generations, signalling an eventual decline that for the moment feels inevitable, especially since Mark Zuckerberg seems far more interested in other topical areas, such as AI, which boost company stock value.

Meanwhile, Google’s search engine –?its own revenue-generating jewel in the crown –?continues to worsen as it is flooded by SEO spam, with AI now allowing unscrupulous parties to flood the ecosystem with even more garbage content. (Personally speaking, I increasingly loathe search results as they almost inevitably turn up a range of websites that I have never heard of and cannot possibly even begin to trust.)

So far, so doomy. However, on the other hand, the signs of erosion in these empires bring with them some positive signals…

A New User-Savvy and Crowd-Centric Era?

Amidst the continued discussion of topics such as those above, one thing often lost is that those of us who exist online now span multiple generations. Not only are we legion, but we differ widely in age.

It is now more than thirty years since there was a boom of new internet users populating message boards, leading to the phenomenon of Eternal September, with the web playing an increasingly prominent and vital role in daily lives from that point onwards.

The already hackneyed image of older people struggling to turn on a mobile phone or post a cute animal GIF becomes ever more redundant. While there are still real issues around digital exclusion – find out more about this and what we can do about it in the UK over at Good Things Foundation – platforms and providers have to contend with an increased literacy amongst users about the pros and cons of the services that they are using.

Look at how many millions of users abandoned Twitter/X since Elon Musk’s takeover. Though Threads is by far the biggest similarly featured alternative, people also took their time and attention to Bluesky, Mastodon, and other competitors. Many of these tout themselves as being more de-centralised, in doing so recognising that influencers – as well as us normal folk – now realise how important it is to retain more control over our follower lists and content, rather than placing it in the hands of a provider who can remove and/or do unexpected things on a whim to things we have built up with care over years.

Meanwhile, Google finds itself in a sticky situation, with the likes of Perplexity and other AI platforms touted as replacements which can deliver a more reliable and satisfying search service. Google is so widely used that there won’t be any immediate meltdown, but you can understand why they are jumping in with both feet with their newly rebranded Gemini AI offering.

With each new ruction that hits those most notable tech companies and social platforms, users realise that switching their allegiances becomes easier than ever – and that being choosy in where they spend their time can help in having a healthier and more enjoyable relationship with online media and services. When it comes to social platforms, the pull will be increasingly user-savvy and crowd-centric, with people drawn towards where their own interests are best catered to, which will often be in the most lively and spirited communities.

After all, not only do the more de-centralised channels feel akin to special clubs –?adding exclusivity and allure –?but they additionally remove the primary risk of those notoriously open platforms, where one clumsy post/like/share can see you ostracised by friends and/or family, or even being publicly shamed and going viral in the most inauspicious of circumstance.

Change in how we communicate creates uncertainty, opportunity, and also vibrancy –?let’s make the most of it

Let’s face it: everyone being on the same identikit platform is dull. Admittedly, it has made it safer for companies –?as well as individuals –?to know the rules to operate under, and to be able to look to others for guidance. Conformity and skewing to the norm were welcome, allowing space to focus on other things.

And yes, uncertainty can be, and is, scary. Mistakes and missteps become harder to avoid, and time-consuming research is needed to avoid calamity.

However, this also presents a prime opportunity –?by investing resources at this moment you can make things that truly stand out and make an impact. The risks for experimentation are lessened when chaos abounds, and the benefits are increased.

For example, if on several platforms why not test something on one, then tailor it elsewhere if it succeeds? So long as you are not boring your audience with constant misfires, you can have fun trying out the unexpected and, in the process, becoming more vibrant and likely to grab attention for the right reasons.

Let’s take control and stand out. There’s no better time.

?? If you have feedback on any/all of the above, please do comment and let me know –?I’ll look to share any received. As a bonus recommendation, I would heartily endorse the benefits of building networks of like-minded individuals to share, shape, and promote things which are important to you. It’s still possible to make the most of the best of what social networks and online media have to offer.

…one more thing

It would be remiss not to say a little more about Faur before heading off. A large part of the idea behind the digital and communications collective is to build a supportive network of brilliant minds that can be applied to any particular challenge (read more here).

In doing so, we want to point potential clients to the best places for support, no matter where that may be or who they may be with, eschewing protectiveness in favour of collaboration and transparency.

If this sounds of interest, get in touch and let’s have a chat! Plus you can follow us on the following channels for updates, news, and insights:

• LinkedIn
• Instagram
• Threads
• Bluesky
• X/Twitter

And there we go. Many thanks for reading through right to the end!

If I can ask one additional thing,?please do forward on to anyone who may find this newsletter of interest. It is a pleasure reaching new readers at this early stage, and so I will be incredibly grateful for your help.