The Evolution of Online Interaction

Embracing Niche Communities: The Evolution of Online Interaction

The Evolution of Online Interaction

As we reflect on World Mental Health Day (10 October), it’s important to recognise the impact of social media on our wellbeing. As outlined by insights from Canvas8, people are reassessing the worth of conventional social media platforms, leading to a shift towards more intimate online spaces.

In this article, we’ll take a closer look at how social media is changing over time, the growing popularity of group chats and the rise of anti-algorithm platforms like RTRO. We’ll also investigate how users are actively seeking out more niche spaces, specialised communities and connections based on shared values in their online interactions.

The shifting role of existing platforms

Canvas8‘s findings highlight a shift in the decline of conventional social media platforms. Privacy concerns, data breaches and algorithmic manipulation have all eroded users’ trust in these platforms. Furthermore, the changes introduced to “X” under Musk’s leadership have intensified these issues. What was once a fun place for lively discourse and information sharing has now become a battleground for political ideologies, and genuine concerns about safety and privacy have arisen. Many long-time users are taking a step back, questioning whether the platform still serves their needs.

According to findings from Canvas8, there is now a notable increase in the popularity of group chats and ‘dark social’ platforms. ‘Dark social’ is a term used to describe how people share content privately through channels like messaging apps, emails and text messages. These options provide users with a more private and personalised online experience. Apps like RTRO have emerged, emphasising an anti-algorithm approach, prioritising genuine interactions over algorithm-driven content.

Even the role and function of existing platforms are evolving. Conventional search engines are no longer the go-to source for information. Instead, people are turning to platforms like TikTok and ChatGPT for quick and engaging answers. This shift reflects a growing desire for user generated content that addresses individual preferences and interests.

Evolution of Online Interaction - Generation Z

Niche communities and curated spaces

A key aspect of this trend is the rise of niche communities and curated spaces. Platforms like The Know provide tailored content, reducing news fatigue and promoting a sense of belonging among specific demographics. Generation Z is at the forefront of this digital revolution. They are leaving behind older platforms like Facebook and LinkedIn, using dating apps not only for romantic purposes but also for career networking, entertainment and validation. This generation seeks platforms that align with their values and interests, demonstrating a desire for more meaningful online interactions.

The shift towards closer communities, niche spaces and shared values reflects a deeper desire for meaningful connections and authentic experiences. Whether it’s through private group chats or anti-algorithm platforms, the digital transformation is shaping a more connected, engaged and mentally healthy online world.

Promoting wellbeing

At the heart of these transformative changes, some companies are taking proactive steps to promote the wellbeing of their teams. Here at Abacus Marketing, for instance, we are offering members of the team a one-hour time-out paid by the company each week. This initiative allows employees to take a break and do whatever they like, whether it’s simply chatting with a friend or family member, going for a walk, working out in the gym, or having a quick nap. It’s a small yet significant gesture that emphasises the importance of self-care in an increasingly digital world.

If you’d like to chat to us about how we’re helping clients to build community-centric social media platforms that genuinely engender brand loyalty, please contact Stephen Taylor-Brown, our Head of Strategy, at to arrange a video call to discuss your needs in more detail.