June 4, 2021Poparazzi's collaborative content wins anti-Insta crew

Poparazzi, an app that turns users’ friends into their paparazzi, has shot to the top of the App Store. Touting itself as the antithesis to Instagram, the app promises users a space to exhibit a less stylised version of themselves than would appear on traditional social networks.

Lottie Hanwell

Instagram’s photo-tagging feature has spawned an entire app: Poparazzi. The fledgling social network offers a new take on the social media profile. Rather than people uploading photos directly to their own profile, their friends do the posting for them. The company says this offers a break from meticulously curated and excessively aspirational social media feeds. “We built Poparazzi to take away the pressure to be perfect,” says the brand. Rather than building up one’s own online image, the app allows users to document “the many unperfect, perfect moments that are worth capturing. Like watching your friend stuff their face with a burrito.”

As Gen Zers seek out more meaningful, authentic online interactions, they’re becoming disillusioned with the trappings of the attention economy and moving away from traditional social networks. Indeed, 38% of under-30 Britons only use Facebook for the private messenger function. Sara Wilson, brand consultant, highlights this shift in the social media landscape in the Harvard Business Review: “When you look at who is – and more importantly, who is not – driving the growth and popularity of social platforms, a key demographic appears to be somewhat in retreat: young people.” Poparazzi’s focus on IRL friendships is likely to appeal to Gen Zers, who are placing greater emphasis on the quality, rather than quantity, of online social interactions. However, the app is not without its share of privacy concerns.

Lottie Hanwell is a behavioural analyst at Canvas8. She has a degree in English Literature and Spanish, and spends a lot of time thinking, researching and writing about developments in society and culture. On her weekends, she likes to run, read and make a mess in the kitchen.

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