[Edwin Wong and Andrew Melnizek at The Verge]

This is much-needed research:

"The Verge partnered with Vox Media’s Insights and Research team, along with Two Cents Insights, to better understand how American consumers are embracing this shift. The goal of the work was to redefine what online communities will be in a post-social media era of emerging AI and Google Zero. And as brands look to hold onto the internet of the past, the term “community” will become a loaded word, with brands and platforms trying to use it more often to reach their ideal consumer."

And the findings are both obvious and highly actionable:

"Our research makes one thing clear: power is shifting back to the consumer (the fediverse signals this). Consumers crave community, but on their own terms — seeking deeper, more meaningful connections with those who truly matter (something we identified in 2014). Authenticity is at the heart of it all, supported by a foundation of safety and security. The future of community is personal, intentional, and built on trust."

Something that's maybe less obvious but still important: social media has often been the domain of editorial teams rather than product teams. There needs to be a strategic shift here: while actual messaging is editorial, the strategy of outreach and adoption for community platforms is a core part of product and needs to be treated that way. Community is a core part of any publication's product offering, and placing it on the editorial side disincentivizes innovation and real change.

Take this finding in particular:

"The desire for smaller, more intimate communities is undeniable. People are abandoning massive platforms in favor of tight-knit groups where trust and shared values flourish and content is at the core. The future of community building is in going back to the basics. Brands and platforms that can foster these personal, human-scale interactions are going to be the winners."

That's not something that an editorial team can provide on its own. It requires taking a step back and completely rethinking how you approach "audience" (that's the wrong word, for a start - community is two-way, whereas audience is one-way). That's not something I see many publishers grappling with.

#Technology

[Link]