For GenZ, social media isn’t just a plug to the digital world – it’s an extension of their hubris. But for a long time, this form of self-expression has been festered by algorithms suggesting repetitive content and advertisements that could put one on an emotional downward spiral about body image. It’s a far cry from the good ‘ole days of MySpace when one only needed to worry about posting their new favorite angsty song or tinkering with the profile layout.
A University of California drop-out has taken it upon herself to find and fix all that’s lost in today’s social media void. Tiffany Zhong, who once co-hosted the Nothing Show with Reddit founder Alexis Ohanian, is now on a mission to make her MySpace copycat app, noplace, a viral sensation with Gen Z and Millennials.
The goal of noplace app (formerly nospace) is to recapture the essence of genuine social media interactions without jumping through the hoops of a zillion ads and tricky algorithms. That’s not all – the app promises to provide an experience similar to the halcyon days of MySpace and Facebook (or Orkut, for those living in Brazil and India). It may also come as a relief to parents who are tired of explaining what MySpace is.
If you believe Zhong doesn’t know what she’s doing, you’re wrong. Sure, a dozen carcasses of failed social media apps for GenZ lie ahead of noplace. However, noplace has got one thing right – interjecting itself into the ‘Y2K era is coming back in style’ business.
noplace taps right into the heart of nostalgia and individuality that once ruled the early days of social media. One can personalize their profile, showcase their interests ranging from poetry to Minecraft, and befriend like-minded users. The ‘authentic selves’ part is represented in hobbies, fandoms, and personal quirks that pull up on the profile in the form of ‘stars’.
“The vision for what we’re building is actually becoming a social search engine,” Tiffany Zhong, the app founder explains. “Everyone thinks it’s like a social network, but because people are asking questions already, we’re building features where you can ask questions and get crowdsourced responses.”
Zhong, who was on Forbes’ “30 Under 30” list in 2020, contends noplace is where you’ll rediscover the joy and simplicity of online interactions.
“I think that part of the magical, fun part of the internet is gone now. Everything is very uniform.”
(Image: noplace App)
One can also find friends based on shared interests, collect badges, share what music they’re listening to with others and chat privately. There’s also a “friends only” feed for your closest friends, and a global chronological feed for every active user in real-time. Along with the friends-only feed, the app also features a “top 10 friends” section, similar to MySpace’s “Top 8” – representing noplace’s commitment to celebrating authentic interactions on social media.
noplace has put its spin on gamification where the more you use the app, the higher you climb. To unlock new levels you need to post and interact with other users, use custom features, and boost other user’s posts.
All profiles are public on the noplace app raising several safety concerns. It is designed for users aged 13+, all one has to do is enter their date of birth. Since all profiles are public, users can DM each other through chats. This means anyone, anywhere, can contact a user as young as thirteen. While noplace does moderate its global feed, the app can’t control predators from sending a friendly hello to a child on the app.
noplace has enjoyed a tumultuous welcome in the past few weeks, and this rise in users puts safety concerns on Zhong’s top priority list. In addition to safety concerns, noplace app also wants to enhance its feature by creating a more authentic environment where users can connect with one another without the pressure of chasing follower counts or curating an unattainable online persona.
“You’re just chasing follower count versus being your true self,” Zhong observes. “It makes sense how social networks have evolved that way, but it’s media platforms. It’s not a social network anymore.”
There’s also the question of whether noplace can foster a sense of belonging among younger generations. We live in a highly fragmented and individualized world, where algorithms decide what our common ground for the day should be. Zhong claims users won’t struggle to find communities based on interests and likes on the app.
(Image: noplace App)
This free-spirited app is all about creating an expressive environment. noplace employs a dedicated moderation team and an internal dashboard to monitor content, ensuring that users under the age of 18 receive a more heavily moderated feed. Moreover, the app’s community guidelines page lists restrictions on content related to violence, gore, promotion of illicit substances, and explicit material, creating a balance between individualistic expression and more responsible content creation.
As more users flock to the app, so will the skepticism flung towards it. Some users have questioned the app’s ability to avoid algorithms that lure you to repetitive content, while others have expressed concerns over the lack of safety concerns, as well as the longevity of its appeal to Gen Z and millennials.
All of these questions will only be answered in the long-term if Zhong manages to address issues in the right time. So far, the app founder has secured $19 million in funding from notable backers such as Ohanian’s Seven Seven Six Fund and Forerunner Ventures.
noplace has a pre-money valuation of $75 million, and while it’s future still hangs in the balance, it continues to gain traction among young users who seek an alternative to Instagram, Snapchat and other mainstream social media platforms.
