MySpace's Second Act: 'A Window For Youth Culture'

MySpaceIs it me or does it feel as if everyone has written off MySpace as the next Friendster. With all of the media fawning over Facebook and Twitter, and the reality that MySpace has been struggling and going through changes (losing users, founders leaving, widespread layoffs), my sense is that many people in the tech/media world aren’t very optimistic about MySpace’s prospects. Granted, I haven’t logged in for months and primarily use Facebook, but I’m also 37. I’m going to play the contrarian and argue that everything I’ve read lately about how MySpace is planning to reposition itself makes me optimistic that the site could emerge stronger than ever by literally going back to its roots of being a hub for young tastemakers. Or as this MySpace insider shared with the UK Telegraph:

Moving forward, the network will focus on being a window for youth culture to reflect all their creative talents. Facebook has won the social networking war and now MySpace needs to focus on what it can bring to the table.

While I agree with danah boyd’s thesis that there has been a degree of “white flight” among youth from MySpace to Facebook, I also believe that growing youth Facebook fatigue, combined with a new and improved MySpace could bring some younger Facebook users, especially those who are creative, or who are tired of reading their parents’ status updates, back to MySpace.

While Facebook has made it clear they want to be for the masses, MySpace is sending their own “moon man” with a a new flag reasserting itself as a “window for youth culture.” They are building on their early days as a community populated largely by twentysomething musicians, artists and other creative tastemakers/self promoters in L.A., but on a much larger scale. I think MySpace has a shot at becoming the number one…

 
 

Want to talk to us about the article
or dive into a custom study?


The Newsfeed

“I honestly wouldn't like to communicate with brands, unless it is to solve problems their brand is causing.”—Female, 27, MI

Why don’t people seem to care as much about fake followers on Instagram as on other platforms? Because while Facebook and Twitter are bashed for feeds full of fake news, no one holds Instagram to the same standard. The image-centric platform is inherently “a hyperreality,” where no one’s candid shot is truly spontaneous, and photo-shop freely fills feeds. Where does it get tricky? With Influencers, who are expected to garner true engagements for brands. (Real Life)

Influencer marketing faced another tricky situation this week when PopSugar replaced influencers’ affiliate links with their own. RewardStyle and its Instagram product LikeToKnow.it’s network of content creators’ photos and sometimes entire feeds “were copied to the site via “thousands of ‘falsified vanity pages’ containing millions of images belonging to the network’s content creators.” The group is planning on seeking a class-action lawsuit on their intellectual property and for the lost revenue that PopSugar made each time a customer clicked to purchase. (Racked)

Colleges are giving out more merit-based aid to win over top students. Tuition discount rates have risen to a record 49.1% for first-time, full-time freshman attending private universities, up over 10% from ten years prior—according to the National Association of College and University Business Officers. By using data-driven analysis to calculate just how much aid is likely to lure a top student in, colleges are seeing success upping their prestige. However, the practice has also “created a closing of the doors for low-income students,” according to one policy analyst. (WSJ)

Apple is betting that young consumers could bring back magazines via a magazine subscription service. The tech company took a gamble by buying Texture, a subscription service for over 200 titles that’s been dubbed the “Netflix of Magazine Publishing.” The app aggregates articles into a single browsing experience, rather than being separated by title, and pays the included publications. Apple has announced plans to integrate the service into their Apple News app, the latest incarnation of their less-than-successful Newsstand app. (Bloomberg)

Function of Beauty is customizing hair care, blending up shampoo and conditioner for each customer based off a five-question quiz. Beauty companies big and small have hopped on the Customization Nation trend, and Function of Beauty takes that to the next level with their hyper-personalized hair care set. They're customizing everything from the fragrance to the chemical components, and even going so far as to print the purchaser’s name on each product. The founder explains, "Every single person is unique and different...why negate that instead of catering to it?" (Paper)

“[Allison Raskin] is open about her struggles with mental health, and she is also funny.”—Female, 19, CA

Sign Up Now

Subscribe for premium access to our content, data, and tools.

Already a subscriber? Sign in.

Upgrade Now

Upgrade for full access to the best marketing tools for understanding the next generation.

View our Client Case Studies