The rise of Gas
Gas is a new social media platform that has rocketed to the top of app stores, surpassing the likes of BeReal and TikTok. It’s all about wholesome communications, prioritising friendly online interactions that are image-free to beat what the app claims is an otherwise totally toxic cybersphere. Aimed directly at teens, it allows users to interact with people they accept as friends via polls, with this intimate focus winning over those who find other social platforms anxiety-inducing. With legacy social media suffering from a lack of trust – whether due to shadow banning fears, privacy issues, or misinformation – teenagers are opting for alternative platforms that prioritise more meaningful and playful forms of communication. While BeReal allows users to moderate their use by having specific daily drops, Locket and Geneva hone in on shared interests and neighbourliness. Similarly, Gas’ appeal comes through encouraging positive interactions with peers and focusing on local community connection. Its rise sits against Elon Musk’s takeover of Twitter and news that Kanye West has agreed a deal in principle to acquire Parler, the social media platform self-described as a ‘free-speech haven’. While these players are fighting for global reach, it’s clear from the growing number of disruptor platforms that social communities are moving towards hyper-local and niche groups, with teen users more focused on easy-to-manage, joy-first interactions.
