Consumers concerned about over-sharing on public social networks are turning to private messaging apps to share texts, photos and videos with a limited group of people.
Downloads of private social messaging apps increased 200 percent in 2013 over 2012, making them the fastest-growing category of apps, according to San Francisco-based mobile analytics firm Flurry. The apps provide more private connections and allow users to express themselves without worrying about how they are perceived by their entire networks.
"Millennials are realizing that they have to be really careful about what they share on public social networks. One embarrassing or exposing photo can severely impact their job prospects," said Greg Isenberg, CEO of 5by, a division of San Francisco-based web discovery engine StumbleUpon. The 5by app, for iPhone, iPad and Android devices, allows users to create private forums around videos. They can search for videos across public social networks like YouTube and Vimeo and share them with a select group of people.
"For young people it's about sending that silly video and expressing yourself how you really want to express yourself," said Isenberg.
Ephemeral media apps such as Snapchat, which disappear after a few seconds, cater to consumers' desire for more private experiences, he said.
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