social network

Instagram is now used by more people than Twitter. Let’s talk about why. This post is a continuation from yesterday’s, which explored the evolution of how Twitter is used.

Twitter is great for getting news and opinions about the things you’re interested in. For example, Marc Andreesen is a fantastic person to follow if you’re interested in technology and business. Finding those people, however, is hard.

Instagram’s appeal is more immediate and more universal. It’s easier to create and find good content on Instagram, better for conversations and great to use with friends.

Getting “into” Twitter is difficult. I love my friends, but I don’t care about what they do on a real-time basis. I also love Duke basketball, but few Duke basketball players are actually interesting enough to listen to on Twitter. Finding great content on Twitter is hard.

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When people think about ranking social networks, it’s usually Facebook #1 and Twitter #2. Well, there’s a new #2 in town and that’s Instagram, who with 300 million monthly active users recently supplanted Twitter’s 284 million users.

Twitter was a compelling solution to a problem few understood. I’m not a big Twitter user by any means, but I’ve kept close tabs on it ever since its debut on SXSW, and my own understanding of Twitter has evolved a lot over the years.

Like most, I didn’t get Twitter the first time. It felt like a feature Facebook already had in status updates. Moreover, did I really want to know that people were doing on a real-time basis? Having lunch or going to the gym or feeling sad?

I soon realized it was a precise way of getting updates of only the people you’re interested in, which was/is different to Facebook’s algorithmic approach of getting updates from all your friends — who you may not actually be interested in following on a real-time basis. That was my first take on Twitter’s purpose.

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I had dinner with a friend a few months ago. He is the head of a 500-person company, and he was telling me how he wished there was an off-the-shelf mobile app they can use as an internal directory for his company, given the company was at a size where not everyone knew everyone. So that he could walk into a meeting and his phone would tell him who everyone is, what they do and how he can reach them later.

I told him Yammer was probably that product. He had never heard of Yammer. A few weeks later I followed up to see whether he had installed Yammer and he said no, he was too busy to get around to it.

The Financial Times is now reporting that Facebook is testing a Facebook at Work product. Or, basically, another Yammer; a closed social network for companies. The reason why I think it can work is the reason my friend hasn’t heard of Yammer — everyone knows Facebook and is already on it.

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There’s a social network called Ello that’s buzzing. I’m not sure why.

Ostensibly, it’s because it’s seeing rapid growth, though no one can cite actual numbers. The narrative is that some are unhappy of Facebook requiring real identities, and so are migrating en masse; mostly from the LGBT community according to the Washington Post. People are migrating to Ello because, unlike Facebook, the social network doesn’t require real names.

Hmmm.

You know what other social networks don’t require real names? Google Plus, Twitter and Instagram. Which are just a little more well known than Ello. The point is that if all people wanted is a social network which doesn’t require real names, there are plenty available.

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Yesterday, Path launched version 4.0 of its app.  Version 4 is an incremental improvement over version 3 and there is now a new standalone messaging app.

Path is supposedly doing alright, growing from 1.5 million DAUs at the beginning of the year to 4 million.  A TechCrunch article further states that:

Southeast Asia is now its biggest market, with the U.S. coming second, but Path is also seeing some user growth from the Middle East.

While TechCrunch will readily accept Path implying it’s popular in South East Asia, data from App Annie shows that it’s really just Indonesia.

I spoke to a couple of friends in Indonesia on why they use Path.  The country has distinct characteristics that make Path a useful product there — perhaps uniquely — but that usefulness isn’t in messaging as the company believes.

It would be a mistake for Path to extrapolate too much from Indonesia into a company-wide bet.  Though I suppose they have to go somewhere.

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