The Rise of Hypersocial

Posted by Damian Hagger on February 9th, 2012 at 2:16 pm

Remember when Hyperlocal was a trend?
There was a time, believe it or not, before the advent of check-ins, coupons and restaurant finders, where people actually had to decide where they were going (before they went), read the Zagat guide – or even clip a coupon! But then people started checking in on Foursquare, Yelp found restaurants nearby and Groupon presented us with coupons to local stores. Today, most people are using smartphones and most apps they use are hyperlocal, meaning you can find whatever the app’s presenting within a few miles or even feet of you.

Enter Hypersocial
Social Media has taken the Internet by storm over the past half-decade. However, most of the big-name sites such as Twitter and Facebook cover mass markets of users with extremely diverse interests. Marketers have access to the social mass, but continually struggle to get their message in front of relevant users. Even with the plethora of user info available, a marketer still pushes their message in front of as many users as possible in the hopes of catching the attention of a relevant eye. Today, we’re beginning to see a shift to sites (and more particularly apps) that are hypersocial, or niche social communities for users interested in one specific topic.

What are some Hypersocial apps?
Glad you asked. Lets take a look at some examples:

Perhaps the most well known hypersocial app, Instagram is an iPhone app for users who are interested in photography. People can take photos with their iPhone and then choose a vintage filter to make the photo more aesthetically appealing. It’s easy to share with Twitter, Facebook and Tumblr and looks nicer than your average mobile phone picture. People can leave comments on the picture through Instagram or the social network it’s been shared to.

Picdish is every foodie’s and Food Network lover’s dream. Users share pictures of their cooking or dining experiences with a foodie community. Those following can watch live as people cook exquiste meals. People can also zoom in to their favorite countries on the app and see what’s going on in their local areas. Everyone who cooks, whether beginner or professional, gets the opportunity to feel like they’re putting on their own Food Network TV show.

The SixString App lets users ranging from novice to rock-star share sound clips, pictures and text with a guitar-centric community. Users can “applaud” clips, text updates, images and gear they like, and those who post can get feedback about their playing and build a fan base of guitar aficionados.

Fashionistas and fashionisters need their own outlet, too. Pose lets users share “poses” or different outfits, which can be tagged with different categories. Users can see other users shop in real-time and stay up-to-date on the latest trends. The app is used by many big names in the fashion blogging world such as Leandra Medine, most commonly known as The Man Repeller.

There are, of course, more – and that number will most certainly continue to grow.

What does hypersocial mean for marketers?
Hypersocial is a boon for marketers. There’s no more guessing involved in determining a user’s behavior or interests. Hypersocial opens the door to markets of dedicated users – that’s not only for the core products but also for complimentary goods. The audiences within these networks may not reach the heights of the general social networks, but for the majority of marketers, getting to their core consumer is best way for viral and word of mouth pass along. Don’t forget you heard it here first :)

www.6string.com | 323.465.6580 | @6StringMedia

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