Another day, another new social media network to tantalize and tempt. The latest entrant is This.
It’s a social media network with a twist: You can only share one link a day. And the idea is you share a link featuring great or interesting content, rather cat photographs.
This is still private-invite so we haven’t had a chance to check it out. But you can get some insight from Pando Daily, which describes it as “an alternative to Facebook that makes sense”. That is pretty lofty praise, indeed.
This was created by Andrew Golis, who was entrepreneur-in-residence at Atlantic Media, which has funded the project. (It’s always good to have deep pockets out of the gate!).
So why is This interesting?
For one, it seems anti-social in some respects. The idea of sharing one link a day goes completely against the grain in a world where sharing is seemingly out of control. How is anyone supposed to share a single link when there is so much good content – and we’re being really loose with “good”.
But when you think about it, controlled sharing makes a lot of sense.
It taps into the growing content curation movement.
Rather than share everything, there appears to be more interest in less content or, at least, content sharing that reflects the reality that many people are overwhelmed by content.
In simple terms, less is more.
It could be that This is the right social media network at the right time because it aligns with how people want to experience and consume content.
For years, we’ve been drinking from the content firehose but it’s become too much. Instead of adding value, all this content has become too much.
What we may be seeing is the pendulum swinging from quantity to quality, and from more to less. While some people are happy to wade through lots of content, more people are saying “Enough!”.
These people are looking for different (better?) ways to consume content that meets their needs or interests in some way, while being less work.
With any new social media network, it’s difficult to tell whether it will stick. I mean, people were falling over themselves to use Ello but that story seems to have come and gone.
The problem with Ello is it seems like Facebook with no ads and the benefit of anonymity. Is that enough to convince massive amounts of people to jump on the bandwagon beyond simply taking it for a spin? The short answer is: we’ll see.
This may turn out to be that social network that had some short-lived appeal. Or its simplicity and the power of a single link could be a value proposition that wins over people looking for something new, different and user-friendly.