The “glocalization” of social media – “Neighborhood” video apps are here

It’s not a word that rolls off the tongue, but “glocalization” is a trend that’s been gathering steam — except for the most part — in social media for a while now. For anyone who hasn’t heard the admittedly buzzword jargon-sounding word, “glocalization” is a hybrid of local and globaland is defined as “a product or service that is developed and distributed globally, but also modified to meet the needs of the user or consumer in a local market.”

There’s no question that social media of all kinds has shrunk the world, but paradoxically, as the world has shrunk, the “zoom in” effect has only shown how big the world is and how many choices there are. By narrowing that focus down to your immediate environment, you quickly see the value and use of social media as a communication tool – when it’s a tool that’s all about you and where you are rather than a connection to the entire planet.

Dating apps may have been the first pioneers of serious localization. Apps that tell you there’s “someone who matches your dating profile 2 miles away from you” are significantly more useful than, say, a Facebook group with 10,000 members who all share your specific dating preferences.

So, what if a video-sharing app — rather than just specifically finding a date — could create a sense of connection between familiar places and people? It’s a great idea, but only recently have new startups offered platforms that use interactive maps as the primary way for users to build more real connections – because they’re more local.

Narrowing down your world – first to your neighborhood – can yield some interesting insights. One of the first of these insights is usually a surprise when you discover how much you don’t know about your environment. And fair enough. We’re all incredibly busy people living lives based on routines, including work or school, and we don’t necessarily have time to keep up with things that are happening in our metaphorical backyards.

In addition, many local message boards or local social media groups are not necessarily well-designed, easy to find, or even informative. However, a new class of localized video apps is trying to change the way we interact by focusing on the things that are literally around us.

And we’re not talking about a bunch of local businesses adopting the dating app concept and reminding you that “there’s an Italian restaurant just 1.3 miles away,” for example. This video card app concept involves using the fun of social media to make very local and very wide connections.

Let’s say, again as an example, you watch a funny 10 second video of a woman being chased by some chickens they are raising. On the face of it, such a video is just entertainment, but if you happen to be someone who also keeps chickens and you would appreciate some guidance… The fact that this other person with similar interests is just around the corner, you might be extremely useful information.

Someone posting a short video of a hiking route near you to an app connected to an interactive map will allow you to find the trail, and maybe even message that person to see if you’re there. feel like it.

The app comes with a Neighborhood food similar to a bulletin board called a section To discover where you can see what’s trending nearby called another feature Checking out, that highlights new meeting places, or you can go to the meet section and maybe make some new friends.

The reason this differs from any of the major social media platforms is perspective. Many of us are looking for information from a local perspective – and an interactive map interface uncovers hidden gems in places that can be surprisingly close.

As these communities grow, they will also become useful to travelers. Someone on vacation can connect to a local neighborhood-focused app, browse some feeds or watch a few videos, then post a question or comment that could elicit a helpful response or become the start of a new connection.

The app focuses primarily on video sharing, which is an intelligent choice as even the old misties among us who remember the days of pagers and answering machines have pretty much figured out how to record and upload a video. And, of course, videos are more powerful than just about any other testimonial seeing is believing.

Returning to the opening theme of a trend to merge global and local, much has been said about how social media has allowed us to rekindle friendships with long-lost friends and helped us make new connections based on what we post or the groups we belong to. . However, the missing feature was a “trees versus forest” problem.

It’s great to reconnect with someone you went to school with, but if they live on the other side of the country or on the other side of the world, the truth is that you’ll probably only communicate semi-regularly.

However, discovering someone close to you who is interested in what you are interested in could bring you much more immediate happiness than reconnecting with an old acquaintance every now and then.

And the more local a platform is, the more you’ll appreciate certain types of information that are otherwise almost irritating: those friends who insist on posting pictures of what they eat while on vacation in Jamaica – not very interesting, and certainly not very helpful. But a person in your town posting a video of food at a new restaurant is something you can tangibly use to assess whether or not you want to visit the new location.

The whole idea of ​​social media takes on a new persona when new ideas for technology reduce it to the micro level of a city, a town or even a neighborhood. Couple that with visual content, a medium that’s growing faster than any other medium (as evidenced by the latest tech giant new kids on the block like TikTok and Snapchat), and you’ve got a formula that works for everything from local marketing to area networks to build new friendships and relationships of all kinds – with people from where you come from.

Most seem to have gotten the memo that video is king, but not everyone. A podcaster on a forum for their industry recently expressed surprise that YouTube is the main platform for people in the United States to enjoy podcasts, and their surprise is understandable in some ways. After all, aren’t podcasts something you listen to? Is YouTube or platform not for videos? But the video — even if it’s not the best quality or professionally edited — is so dominant in the 2020s that people prefer to watch a podcast, even if the only footage is a less than compelling pair of people talking into microphones.

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