From Ask.fm to Secret, and from Whisper to Yik Yak, anonymous platforms that let people share or communicate in secret have seen explosive growth. But what happens if the anonymity is an illusion? With Whisper collecting data on its users, can it regain their trust?

The growing number of anonymous communication platforms highlights the importance and scale of the desire for privacy online. Anonymity has gained a sense of authenticity and safety – and only by understanding this can brands continue to communicate effectively.

A 'finstagram' is a second – or 'fake' – Instagram account, where artfully arranged dishes and perfectly-filtered selfies are rejected in favour of unattractive photos and in-jokes. It’s a growing phenomenon among teens; those that have grown up with the constant pressure of social media evaluation.

Sending voice messages via WeChat and QQ has taken off in China as people look to save time typing and better communicate their emotions with friends and family. Anonymous platform Tings is hoping to connect people around the world through this purest form of expression.