How brands are using anonymous apps

Anonymous apps are the latest craze. But what are they, and why are so many of them popping up?

First, of course, nothing online is guaranteed to be truly anonymous. Clever audience tracking, or just knowing which friend of a friend has the job they’ve talked about hating, means you can often trace content back to the original creator. 

But the popularity of apps like Whisper and Secret is precisely because of their surface anonymity (Whisper is reported to have 3.5 bn views a month).  

Whisper lets you post short, anonymous, messages, which anyone else using the service can see and reply to, while Secret lets you post anonymous messages to anyone on your mobile’s contact list.

Why brands need the human element

Bob Garfield, editor of Ad Age and host of NPR’s “On the Media,” took to the stage at the Brite Conference at the Columbia Business School to speak about the human element that is needed in digital marketing today.

For more than 300 years, we were in the product era and from 1965 to now, it is the era of the consumer. But how is social media changing the standard of what was the standard of trust?