The beginning of this millennium was marked by Orkut, a cool social media network. Orkut has become defunct. Currently, we have Facebook and Instagram. However, Facebook too has admitted that for the first time in its 18 year history, it is losing users. It is taking efforts to retain the users; especially the teens and young users.

Many small networks have emerged. These have unbundled the offerings of the big networks. These new apps may not be as big as the Facebook products in terms of reach and size, but they are fast scaling up. Verticalisation of social media has to happen — through format, language, user segments or use cases.

Today’s platforms are broad-based. These are not adequate. There is scope for niche social media platforms. They can penetrate deeper. They cater to diverse segments. They have more nuances in a given segment.

Some user demand is generated by the adverse effects of the existing platforms. And then the innovative pace of the big tech is slow. The youngsters feel that a platform must provide them a real connect. They want a dedicated platform. Existing platforms have a composite audience. A niche should be carved out for them.

There is scope for vernacular platforms. There could be dialect-based OTT platforms. Podcasting falls between full-fledged social media and OTT channels like Netflix. There are others in-between platforms such as YouTube and Kuku FM.

Uable is a social network for teenagers. Swell is a social audio app. Qlan helps users to reach their tribe or squad or community better and faster. India mimics Silicon Valley. It keeps pace with it. It aspires to go ahead of them by noticing the change in behaviour of the audience and change in technology.