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How Peach is Tapping into the Power of Dark Social

Over the last few months a new social network called Peach has garnered a lot of attention among smartphone users. The new app combines elements of Facebook, Path, Slack, Snapchat, and Tumblr, turning it into a unique experience with a lot of potential. The key to Peach’s success is in the fact that it incorporates parts of traditional social media with that of messengers, giving it a boost toward success.

Dark social comes from the social sharing that takes place where brands can’t track or follow– in private messages. It is how 59% of all social sharing in North America happens and is three times the size of all Facebook sharing on a worldwide scale. The potential of this untapped market is huge, which is why messenger apps like WhatsApp have one billion users, why Facebook Messenger and WeChat are quickly catching up, and why Snapchat was the fastest growing social media platform in 2015. Facebook actually bought WhatsApp because they saw this trend coming. By debuting a new app with significant private messaging capabilities, Peach is setup to appeal to millions of people.

Marriage of Old and New Social

Think of Peach as the bridge between the old-school social media network and the new-school of messengers. It exists on two different levels to give users a choice as to how they want to use Peach. Like Facebook, the app operates in a closed loop to appeal to users who only want to interact with their friends. It allows the burgeoning platform to avoid instances where users are talking into the void like on Twitter and Instagram. Like Tumblr, individual posts can be created for users to browse through and interact with.

From there, Peach merges these features with Snapchat-based functionality to appeal to a younger audience and tap into the power of instant messaging. Users can send private messages to their friends and share content on a one-to-one level. The platform also allows users to create their own content through Peach, making content creation and sharing a seamless process. After Snapchat’s rise was powered almost exclusively by Millennials and Generation Z ( 71% of their users are under the age of 25), it’s no wonder why Peach wants to build off that with even more functionality.

Staying Power

The biggest problem facing Twitter right now is keeping users on the platform. While Twitter users click links and leave the app, Peach users can get supplementary content along with a linked article thanks to fewer character restrictions. Brands like MTV, Rolling Stone, and the Huffington Post aren’t just posting links to send people away, they are offering a link with Peach-specific content that you can’t get anywhere else. This gives users the choice to keep browsing on Peach or click away and view the link.

Unlike Twitter, Peach has built-in capabilities that will keep users interested with the platform itself. The app’s so-called Magic Words allow users to invoke special shortcuts, just like Slack’s slash shortcuts, which will give users plenty to play with. They have GIF and image databases, allow users to create their own content, and provide tools for them to keep tabs on each other. If they build out their private messaging feature to include social pay capabilities and video calling, Peach would have everything it needs to compete with Snapchat and keep users on the platform.

Branding Potential

Right now, many of Peach’s magic word commands look like simple novelties, but they have massive potential that could help both users and brands. Peach has a built-in tagging and rating system that allows users to tag movies, television shows, games, and books. There’s also a separate rating system shortcut–but what if they were the same thing? Users could then tag and rate content, and if Peach gives brands access to that sort of information, they could serve them better ads tailored to what they have already proven they like or dislike. Peach could even have sponsored tags that would allow users to purchase or download whatever movie or game they tag.

Peach’s ability to identify songs like Shazam could become invaluable for the music industry, if users are then able to purchase the song or album from inside the app. The ability to tag your location would allow advertisers to serve relevant ads to your area. Users can also play games right in the app, which could open Peach up as a gaming platform. The potential is all there, they just have to build it out.