Rachel Choi is a Behavioural Analyst at Canvas8. With a degree in Archaeology and Anthropology from Oxford University, she has an interdisciplinary understanding of behavioural and cultural patterns across societies. She has a love for stories that capture the nature of human experience, through writing, media, or material culture. Outside of work, you can find her attending exhibitions, oscillating between overthinking and head-empty-just-vibes, or rewatching her favourite (usually Studio Ghibli!) films.


The state of legacy social media is in flux as people become disillusioned with previously dominant players such as Facebook, Instagram, and X. Amid growing distrust of Big Tech, Canada’s Online News Act has 

 on Facebook and Instagram. People are also taking a step back from X (formerly Twitter) following 

 introduced since Elon Musk’s takeover, which have exacerbated 

. To fill the gap left by the microblogging site, fresh platforms like 

 are offering safer, decentralised, and community-based online spaces. However, while both platforms were initially met with enthusiasm, they’ve lost traction as potential users quickly disengaged. The disappointment in mainstream offerings is also a result of the 

, where feeds are becoming harder to distinguish from one another. Today, only TikTok truly reigns supreme as a cultural force. From expectations of personalisation to how people watch traditionally longer-form content like 

 and behaviours, succeeding where others are failing.

The digital landscape is undergoing a major transformation as people question the value of mainstream and legacy platforms. There’s a shift away from traditional social media towards smaller, more intimate online spaces – a gradual move to a 

. As social media becomes less social, people are turning to 

 offer an anti-algorithm approach. At the same time, the role and function of existing platforms are shifting as people find new ways to engage with them. Internet users no longer rely on conventional search engines, instead 

 through the likes of TikTok and ChatGPT. Gen Zers are leading the charge in this shift; they're 

 and using dating apps for everything from 

. At a more drastic level, some are taking a step back from screens entirely, turning to '

People are increasingly seeking out niche communities and curated spaces for information, self-expression, and connection, and targeted platforms are helping people transform their relationships with media. 

, for example, is an alternative media outlet curated for women to help with news fatigue, and 

 presents a new way for Gen Zers to engage digitally, socially, and emotionally by connecting people through shared values. Boomers are increasingly turning to social media platforms to get their 

social isolation and feelings of loneliness

. Humour and relatability are other ways people are 

strengthening connections in niche and highly engaged communities

 is experiencing rapid growth, driven largely by goofy spellings and light-hearted memes, while 

 irreverent and boisterous content captures a sense of localised community in New York City. 

 is shifting towards common interests, and people are finding subcultures that resonate with them thanks to hyper-connectivity.

of Gen Y and 55% of Gen Z agree they don’t want to be on social media as much 

Every major social media channel has at least one problem that threatens to drive users away, whether it’s questionable data collection practices or a toxic virtual atmosphere. As people begin to question the value of mainstream platforms, where are they finding a sense of connectedness online?

What does post-platform internet culture look like?

From ChatGPT to Reddit and TikTok, people are diversifying how they seek information in a fragmented tech landscape. Canvas8 spoke to eight Americans about their opinions on conventional search engines and the alternatives they use to obtain accurate and customized answers on the web.

How do Americans search for information online?

Put off by curated feeds, social media users are posting less and turning to group chats and 'dark socials' for deeper online connections with like-minded people and niche communities. Platforms can embrace this shift by leaning into the organic metamorphosis of these online spaces.

Social media is being shunned in favour of group chats

Bath & Body Works has launched a campaign to encourage busy holiday shoppers to take a moment and relax with aroma – featuring a ten-foot tall candle in New York’s Herald Square. With many shoppers under financial strain, brands are positioning themselves as an antidote to holiday shopping stress.

Bath & Body Works helps stressed shoppers relax

Amid an uptick in high-profile celebrity divorces, sensational headlines and online buzz are highlighting a profound shift in perceptions of marriage and the relationships between stars and their fans. What do people’s reactions to these break-ups suggest about parasocial and personal connections?

How celebrity divorces reflect fans' parasocial bonds

Alex Cooper's Call Her Daddy is more than just a podcast. Through candid chats on pressing topics, Cooper isn't just setting trends and growing a media empire – she's decoding Gen Z's digital heartbeat. Why are members of this cohort tuning in, and what about this icon is so compelling?

How Alex Cooper elevates Gen Z voices through podcasts

Substack has launched video creation tools to expand its offerings while maintaining a model that prioritises direct creator-subscriber support. In the context of a creator economy and social media fatigue, the platform is giving creators new ways to connect with their audience.

Substack adds new video tool to heighten connection

Unlike any other social media platform, Pinterest’s search and visual management tools offer limitless inspiration and access to trends, and this unique model is capturing the hearts of Gen Zers. How can brands ensure their Pinterest strategies are on track to engage the world’s largest generation?

Why are Gen Zers turning to Pinterest?

With a heartwarming animated film, Bavaria Beer is encouraging people to seek connection at Christmas. As international pressures deepen and populations become increasingly polarised, people are seeking human connection and camaraderie to help them feel anchored and understood.

Bavaria's Xmas ad encourages people to seek connection

The National Cyber Security Centre campaign uses humour to empower individuals and organisations to protect themselves against cyber-attacks. With online scams increasingly rife but attention and interest in cyber security low, humour can help build interest in online safety.

The NCSC uses humour to improve people's online safety

Humane Inc. has launched Ai Pin, a screenless device designed to replace the smartphone by allowing people to focus more on the world around them than their screens. Although it appears to cater to the desires behind the ‘dumb’ phone renaissance, its interface may not suit most people’s needs.

Ai Pin brings smart tech to the digitally fatigued

The national LGBTQ+ youth organization is the latest of several organizations and individuals that have opted to suspend their operations on Elon Musk’s X (formerly Twitter). As polarisation deepens, people from marginalized communities are leaving unsafe mainstream platforms.

The Trevor Project leaves X amid anti-LGBTQ+ sentiment

Tough-love self-help gurus are schooling women online on how to ‘level up’ their lives by detaching from toxic relationships and embracing unapologetic selfishness as a lifestyle choice – and Gen Z women on TikTok are loving it. What’s behind this and what can brands take away from it?

Why Gen Z women seek ‘femininity gurus’ on social media

The popularity of location sharing has exploded among Gen Zers, many of whom have rewired their social media usage around tracking their friends. Yet while it can make socializing easier and safer, some struggle to assert boundaries. What impact is this shift having on Gen Z’s relationships?

How location sharing is impacting Gen Z’s relationships

Over the past year, a new social media trend has emerged on platforms including TikTok, Twitter, and Instagram. Dubbed ‘yearnposting’, the trend sees digital natives profess longing and melancholy against a cozy backdrop. How can brands tap into this wellness trend to support people’s mental health?

What’s behind the rise of ‘yearnposting’?

Gen Z teens are among the biggest users of the social media platform Pinterest. With young people caught between desires to unplug and the inescapable nature of social media, Pinterest’s more passive forms of engagement with trends feel like a more leisurely version of an online community.

Pinterest gives Gen Z teens more passive social media

Reports of young men being targeted with sextortion – online blackmail scams involving the threat of leaking nudes – are increasing in Canada. The shame associated with this crime makes victims reluctant to seek help, but ALERT has rolled out their 'Butt Out, Creeps' initiative to provide support.

Canadian men are falling victim to sextortion crimes

Girl dinner, girl math, hot girl walks; we’ve seen endless accounts of girl culture taking over the internet. After gaining popularity on TikTok, the trend has now seeped into the very products Gen Zers are consuming. How can brands recognise the complexities of this trend?

What’s the ‘girlification’ of Gen Z all about?

Vogue Arabia has used its platform to highlight the commitments of doctors and medical workers in Palestine. At a time of humanitarian crisis and polarisation, people are looking to brands to show active allyship in respectful and authentic ways that support afflicted and vulnerable communities.

Vogue Arabia pays homage to doctors and nurses in Gaza

Originating from the Spicy BookTok community, a surreal new social media trend has young people donning Ghostface masks before seducing their partners. Mixing horror and porn aesthetics, book lovers can inspire publishing brands to tap into idiosyncratic Halloween activations and campaigns. 




The Ghostface trend ignites erotic macabre among Gen Z

Brands are largely ignoring Gen X – to their own detriment – according to data that paints a picture of the overlooked cohort as more loyal than their younger counterparts. Gen Xers are largely ignored in marketing, and brands have an opportunity to engage this underrepresented age group.

Advertisers in the US are overlooking Gen X

Since the pandemic, social shopping has soared in popularity, threatening brick-and-mortar stores and e-tailers alike. Given that people’s trust in influencers is on the wane, why is buying via video-based content apps so alluring? How does shopping this way meet people’s evolving needs and desires?

Why America is in it's social shopping era 

A UK ad regulator has banned a campaign from Repsol due to it including misleading information. Amid widespread pushback against greenwashing and increasing scrutiny of false claims, brands have the responsibility to showcase transparency to retain public loyalty and trust.


UK ad regulator reprimands Repsol ad for greenwashing

Free from the shackles of shareholders but without the cash that VCs have historically splashed, 404 Media is joining the small but significant number of journalist-owned-and-operated publications looking to offer readers the kind of distinctive journalism they feel is worth paying for.

404 Media: indie platform for mainstream news skeptics

Oxfam has released a campaign using spoken word poetry that asks Australians to 'Unaccept Inequality'. As people call out inaction from businesses, organisations are being challenged to be more open and direct in addressing social issues, and this campaign recognises the desire for honesty.

Oxfam campaign implores Australians to fight inequality

Work-related alienation, automation concerns, and doubts about the gig economy have all contributed to the rapid growth of the r/Antiwork subreddit, particularly among young employees. The community’s impact on the discourse around work highlights how calls for labor reform can no longer be ignored.

r/Antiwork: giving a voice to underrepresented employees

Indonesia has unexpectedly banned TikTok Shop, blocking access to the app’s native e-commerce feature for more than 125 million users. However, enthusiasm for social shopping will likely remain high, meaning platforms can continue supporting the small businesses that are the most affected.

TikTok Shop's Indonesia exit disrupts local e-commerce

CAMH Foundation has partnered with Camp Jefferson to bring attention to Canada’s opioid crisis. The campaign highlights the harmful consequences of mental health crises and addiction by taking a candid and empathetic approach, recognising a growing desire for transparency and emotional intelligence.

CAMH candidly addresses Canada's opioid crisis

As trust in legacy communication platforms declines, people are seeking out more niche communities and curated spaces for a sense of connection. In the emerging post-platform online space, how people interact with each other and brands is fragmenting and diversifying.

Post-Platform Priorities

Tired of generic, commercial, poor-quality, and inflammatory content dominating the online space, people are keen to seek refuge in vulnerable, unhinged, or comforting creators and trends – or even create their own worlds to share with others.




Online Escapism

People are becoming increasingly aware of the price of privacy in the online space, shaped by the rapid development of AI. Torn between potential threats and opportunities of the new technology, people want to see more transparency and accountability around AI development and content.

AI Debates

Amid the rise of ‘de-influencing’, people are prioritising authenticity online, drawn to a higher degree of honesty and transparency. For brands, this comes with increased pressure to be more real than rehearsed, hoping to inspire lasting loyalty.

Online Openness

How can we unlock the potential of a post-platform internet? Why is the nature of authentic self-expression changing online? How is AI reshaping our interactions, and will its promises outweigh the risks? Why are people seeking refuge from poor-quality and inflammatory content in niche communities?

Communications Sector Snapshot: October 2023

Spotify’s AI Voice Translation enables podcasters to translate their content automatically. While the brand hopes to reach wider audiences and support creatives by addressing language barriers, questions remain about the cultural accuracy of AI translations and their impact on real people’s jobs.

Spotify's new AI feature hopes to expand creators' reach

In the context of the polycrisis and AI fears, overwhelming amounts of information have made it hard to discern what’s true, straining a shared sense of reality across society. Canvas8 spoke to Laura Dodsworth about the growing manipulation industry and how people can resist psychological tricks.

Laura Dodsworth on the future of communication

Bridging the language gap of Anglophone generative AI, Japan is launching its own LLM. As AI innovation proliferates, people expect technology to be tailored towards their cultural needs, and brands can expect an uptick in hyper-specific preferences when it comes to digital touchpoints.

Japanese AI-based LLM eases lost in translation woes

The evacuation drill app Nigetore was designed for users to choose their evacuation routes and prepare for disaster in the most relevant ways. As people grapple with more climate emergencies, personalised platforms like this can help address more specific needs rather than spark more panic.

App helps Japanese people prepare for natural disasters

How will content moderation shape our understanding of reality? What does X's new era mean for cultural discourse? Will AI burst the personalisation bubble? In this chapter of the 2024 Expert Outlook, we speak to three experts about how social and corporate comms are set to change in 2024.

2024 Expert Outlook on Communications

Abu Dhabi-based technology company G42 has unveiled an open-source Arabic large language model (LLM) known as Jais. Linguistic exclusion remains a barrier in AI development, but companies around the globe are now investing more in marginalised languages when it comes to training datasets.

UAE’s Arabic large language model spurs global AI race

Deodorant company Axe’s ‘Logne Forgiveness program is offering Gen Zers $150 to offset the money they’ve spent on expensive colognes in the past in promotion of its new Fine Fragrance Collection. As young people cut back on luxuries, some brands are premiumizing to offer an affordable splurge.

Axe's 'Logne Forgiveness reframes luxury fragrance

As of 2023, the Women's World Cup is self-sustaining, generating $570 million in revenue after operating at a loss during previous tournaments. Nevertheless, gender inequality persists, and fans are becoming increasingly vocal about the need for brands to highlight barriers for female players.

Women's World Cup breaks even for the first time

In response to media publications' negative news cycles and a click-bait culture of negativity, news avoidance is trending up as people feel overwhelmed and fatigued. With women turning away at faster rates than men, The Know is on a mission to help transform their relationship with the media.

The Know: consciously curated news powered by women

Cameron Brink has become the first female basketball player to be signed as an athlete by New Balance – a huge step forward for representation in women's sports. As fanbases for women's sports and athletes grow, people want to see their idols championed by major brands throughout the year.

New Balance signs its first ever female basketball star

Bleeding-edge tools are turning hyper-realistic ads into the new darling of the advertisement industry. With brands fast embracing it in their comms, CGI ads are being hailed as the future of marketing. Whether true or not, what matters, for now, is that GCI ads are mesmerising consumers.

Hyper-Realistic AR ads point to future of advertising

Despite anxiety around corporate cringe, Gen Zers are eating up relatable LinkedIn posts – especially the meme-driven content Monzo dishes out. As brands like Monzo dismantle barriers to money education and financial careers, how is this relatable language finding favour with younger audiences?

Monzo: relatable money management for young Britons

Coca-Cola is offering a series of interactive events at music festivals across the US – allowing festivalgoers to create a song, music video, and album cover from just a few questions. Brands are using AI to harness the power of coauthoring, creating shareable content for fans to get excited about.

Coca-Cola uses Gen AI to give festival goers' creativity

‘Love That, But’ is a video campaign released by LGBTQ+ advocacy group Do the WerQ that parodies marketers’ well-meaning but misguided attempts at queer allyship. Amid the attack on LGBTQ+ rights in a tense political climate, it’s leveraging humor to call on the advertising industry to do better.

Do the WerQ pokes fun at marketers' allyship blunders

Despite claims that the power of influencers is waning, data suggests that brands are channelling more of their advertising budgets to influencer marketing – and still seeing positive results. While some influencers are being pushed to the side, others clearly still have some clout.

Brands are still betting big on the reach of influencers

Research has found that campaigns featuring Black influencers and content creators generate higher engagement and audience connection. The study highlights the importance of representation and inclusivity in advertising, allowing brands to connect with diverse audiences more effectively.

Black influencers produce greater online engagement

Words like ‘mother’, ‘daddy’, and ‘babygirl’ are used to claim certain stars and characters, marking a sense of profound connection between fan and actor, as well as fellow fans online. How can brands using this terminology in their marketing remain sensitive to the origins of these terms?

How queer slang came to dominate digital fan culture

The online advertising landscape is undergoing a transformation as shoppers, many of whom still crave personalised recommendations, strive to find a balance between privacy and convenience. Canvas8 spoke to eight Britons to find out what makes products and retailers stand out when they're scrolling.

What do Britons want from shopping on social media?

Data shows that marketers believe AI holds the key to enhanced customer experiences, with metaverse initiatives now being deprioritised. While the findings demonstrate how the metaverse bubble has popped, it also raises questions about the future of marketing and content creation in regard to AI.

AI dethrones metaverse in enhancing customer experiences

Snap is rolling out AI features for paid subscribers, with a chatbot that gives generated text or image responses. While Snap already has some guardrails, the app's young user base is experimenting in provocative ways, prompting conversations about monetising emotional connections with AI.

Snap's generative AI features prompt safety questions

TikTok is the gold standard when it comes to attention economy algorithms, and now the app is kicking it up a notch by testing an AI chatbot that makes the app even more personalised. As AI proliferates across sectors, the personalised experience it offers could help quell scepticism about the tech.

TikTok launches AI chatbot for hyper-personalisation

German Kitchen start-up LANCH taps into the creator economy by partnering with celebrities. By engaging its fan base in shaping the future of the brand, the company hopes to use the close relationships between creators and communities to stand out from the crowd and reach wider audiences. 

LANCH cultivates food fandom with influencer partners

Tinder's Future of Dating report has revealed that Gen Zers are prioritising authenticity and emotional intelligence in their dating lives, with qualities such as loyalty and communication trumping looks. It highlights how young people are ditching dating games in favour of authentic connections.

Gen Z dating habits prioritise authentic connections

In an industry first, the Range Rover Velar – a fresh addition to Jaguar Land Rover’s fleet – has been launched on TikTok with a slew of aspirational content. In utilising the platform, the brand is targeting a young audience of car buyers who are deeply engaged with luxury lifestyles and aesthetics.

Range Rover: courting luxury drivers through TikTok

The Federal Trade Commission is set to update its 'green guides' amid a public push for clarity and transparency around brand sustainability initiatives. As eco-consumers grow less tolerant of greenwashing, brands can build trust through authentic partnerships with climate activists and groups.

Greenwashing skeptics prompt FTC 'green guides' update

Burger King has launched a humorous ad that sees a young girl confused by the realistic taste of the restaurant chain’s vegan food range. Embracing humor and irony, the brand aims to show customers that its plant-based offerings are just as tasty as meat-filled options.

Burger King uses humor to spotlight plant-based range

The pandemic worsened inequality and triggered widespread antipathy towards the mega-rich. Yet despite their opposition to extreme wealth, many people still desire financial prosperity. So, as individuals redefine aspiration, how can brands acknowledge outrage without exploiting it?

Does rage sell in 2023?

Gen Zers are soft-launching their romantic relationships, posting subtle hints of their significant others on social media. The movement is indicative of a wider shift towards using social media in a way that seems much more effortless as people look to adopt a perpetually aloof persona online.

Gen Zers are 'soft launching' their relationships online

Oshi is an audio-based platform bringing Japanese VTubers and their fans in closer proximity – offering a chance for greater intimacy. With fan culture constantly evolving, innovations like Oshi underscore people’s desire for deeper and more personalised connections in a saturated creator economy.

Audio app offers hyper-intimate moments for VTuber fans

WhatsApp has announced the roll out its payment feature in Singapore, allowing users to directly pay merchants within the app itself. With cybercrime on the rise in the country, committing to trust and safety can help win over customers who still feel uneasy online.

WhatsApp payments stoke scam fears among Singaporeans

BeReal provided an antidote to the ultra-curated depiction of people's lives online, but the launch of its RealPeople feed is proving to be divisive. The function offers a curated feed of 'the world's most interesting people', which many are arguing goes against the de-influencing nature of the app.

BeReal feature criticised for U-turn on anti-influencing

Young South Asian Americans are using TikTok as a space to reconnect with their heritage. As more Gen Zers from the Asian diaspora step into adulthood, social media is an indispensable tool to help them negotiate their hybrid identities while finding their place within niche online communities.

Asian American kids build hybrid identities on TikTok

Scammers are embracing digital culture to trick Gen Zers on social media platforms. Despite being digital natives, Gen Zers are falling prey to online scams, which denotes an opportunity for brands to step up and elevate young adults' media literacy skills while also confronting online fraud.

Young adults are falling prey to social media scams

Ghost is an app that helps users maintain anonymity and privacy online. Amid ever-rising anxieties over data privacy, brands have the responsibility to help people regain agency over their personal information by setting guardrails and opt-out options for users to use as they see fit.

Ghost app helps users regain control over their data

With Generative AI blurring reality through deep fakes, voice swaps, and impersonations of popular artists, tech companies are being called on to reduce misinformation. In a bid to retain user trust, Tiktok is developing content labels that signify and set apart AI-generated creations.

Rise of deep fakes sees TikTok develop AI content labels

Communications

People are turning their backs on legacy communication platforms