Social media reboot The rise of social 2.0 and the emancipation of the digital native

Hanna Kahlert

April 2021

Social media is entering a new phase of innovation. Facebook’s trio of applications, alongside Snapchat, Twitter and other incumbents, still have market dominance. However, the rapid growth of TikTok, Discord and Clubhouse since the coronavirus-prompted lockdowns, alongside a migration to digital-first life, are early indicators of demand for – and adoption of – social platforms that lend themselves to lean-in entertainment behaviours. The result is a decoupling of social from the defining metric of engagement for its own sake.

Companies and brands mentioned in this report: AOL, Clubhouse, Discord, Facebook, Facebook Messenger, Fleets, Instagram, Myspace, Reddit, Reels, Signal, Snapchat, Spaces, TikTok, Tumblr, Twitch, Twitter, WhatsApp, YouTube

Already a MIDiA client?

Get full access to this report and assets

If this report caught your interest, get in touch with us today. Our reports are available for purchase and we provide subscription access to our full report library across this and all coverage areas.

Our client subscriptions include:

Full access to our extensive report catalogue
Best in class insights and data
Direct analyst guidance

I want to receive MIDiA's monthly newsletter

I want to receive marketing and communication updates from MIDiA Research, including emails about their services, events, and product updates

I understand that I can unsubscribe at any time and that my data will be processed in accordance with MIDiA Research's privacy policy

I want to join the MIDiA Panel

Panelists have the chance to participate in surveys and interviews about music and entertainment, and receive rewards in return. Panelists must be over 16.

Case study