TikTok and Discord are like a club
TikTok is a phenomenon that revolutionizes the approach to social media because it replaces the horizontality of content (the one according to which everyone posts and everyone watches) with a vertical model based on the hierarchy between a creator and his audience.
More generally, it is as if, tired of the years spent participating in parties open to friends and friends of friends, we decide to take the card of a small and selected club.
It is no coincidence that Vogue has defined Discord (where access is by invitation) "the Soho House of web 3.0", starting from the cases of GucciVault and Adidas, which, also last year, announced a collaboration with Prada in the form of Nft.
Creative strategist Laurent Francois explains in Medium: “It is worth remembering that not many luxury brands allow the general public, or passionate customers , to see what happens behind the scenes in an unpurposed way”.
For this reason, that of Gucci on Discord (and similar cases) is a mini-revolution: the brand is not only committed to creating a community through the classic lever of desirability, but is creating a mini-political system complete with a Manifesto, duties and rights, such as those that are created every time citizenship is requested and obtained on a social network of this kind.
It is certain that it is the dawn of a new agora, that it will not be the only one, either.
Managing not just one social network, but many
Because the scenario, as Mininno and Martire predict, will be fragmented: "The channels to be controlled will be many and heterogeneous: most of the interactions move to closed channels, difficult to monitor and control, such as BeReal, Telegram , Discord, Geneva.
Maybe it's not the most comfortable way, but it's the right one. And maybe even the funniest one”.