An introduction to noplace: social media’s rising star

Rocketing to the number one spot on the app store, freshman social network noplace has made a bold debut by promising users the excitement of a personalized social experience packaged in the nostalgic look and feel of the early 2000s. Labeled as the “modern-day Myspace,” this buzzy new app is making waves for its unique customizable design as well as its innovative use of AI technology to pinpoint what users want to see the most.

Founder and CEO Tiffany Zhong is no stranger to the world of social media. Formerly the youngest venture capitalist in world, Zhong has made her mark by advising brands on the inner workings of Gen Z, investing in budding tech companies, and co-hosting an NFT-themed podcast with Reddit co-founder Alexis Ohanian. As the leader and architect behind its conception, her vision for the future of noplace can likely be best described by the network’s official description on the app store:

“remember how fun the internet was before all the algos and ads? we do too… so we’re bringing it back”

What is noplace?

At its core, noplace fashions itself as a network that’s designed to bring personal connection back to the world of social media. Citing a focus on authenticity over mass appeal, the app allows users to amplify their individual tastes and connect with others who may share similar interests. Using a tagging feature called “stars,” a profile can highlight key topics, fandoms, or hobbies that are meant to build bridges and foster community among users.

The customization element is not limited to favorite pastimes. Users have the ability to edit and personalize everything from profile color to featured music choices, as well as share updates that outline a user’s current “vibe” and how they may be feeling, acting, and thinking with the world. In a nod to the social media networks of the past, the focus is on sharing your journey with your inner circle instead of circulating content with the world around you.

Key features

The noplace dashboard will likely be most recognizable to those who are familiar with the early days of Myspace and Twitter. Profiles include the established basics of featured images, “about me” sections, and demographic details, with the addition of personal touches that highlight what a user is currently reading, watching, or listening to. Additional features of the app currently allow users to:

• Share text-based updates with their inner circle or “global feed” (note: the app currently does not support image or video sharing)
• Curate a list of top friends based on other app users (similar to the Myspace “top 8”)
• Meet others who share similar interests or belong to the same fandoms
• Create group chats or private conversations for in-app communication

Perhaps its most unique and groundbreaking feature is the app’s reliance on AI technology to drive content distribution and provide users with a more bespoke experience. Shunning the traditional algorithms of social media past, noplace’s AI feature will provide edited summaries of friends’ activities and offer suggestions for pages and content that it believes the primary user will enjoy. Although the extent of AI’s involvement in the app’s functionality is currently unknown, its success — or failure — will likely set the tone for the next generation of social media development.

The noplace audience

Self-described as the “Gen Z whisperer,” founder Tiffany Zhong has noted that younger generations are the primary muse for noplace’s creation and functionality. Although the app is open to all demographics and describes itself as an inclusive and judgment-free zone, it should come as no surprise that the observable tone and aesthetic are very much catered to a Gen Z audience. With a back-to-basics approach, noplace appears to be tapping into users who have never experienced the simplicity of social media’s early days and may be pining for a more authentic and less complicated option.

Monetization on the app

As of the app’s most recent update on July 7, 2024, noplace has not provided details regarding future monetization or advertising opportunities on the platform. Its vision of being a space that recalls an era “before all the algos and ads” suggests that the platform may take a non-traditional approach to advertising, but for the time being, that remains to be seen. Marketers and brands should continue to observe the channel while it’s still in its infancy to determine what opportunities may appear.

What this could mean for marketers

Noting its impressive rise to the top of the app store — and the list of over 500,000 users waiting to join before its official launch in June 2024 — noplace’s budding popularity will likely be an attractive feature for brands who are looking to occupy a Gen-Z-centered space. If the platform can successfully integrate an advertising-friendly approach without betraying its authentic and simplistic self-image, it may be able to thread a needle that has not been seen since the early days of social media.

As other social networks such as Reddit deepen their relationship with search and AI capabilities, social media and AI technology will continue to play an ever-growing role in how consumers experience a brand’s presence online. Savvy marketers should continue to monitor noplace and likeminded channels to keep a pulse on how consumers are receiving this new experience, and to identify future content and promotional opportunities.