The Parler App is a self-proclaimed alternative to Twitter and Facebook for expressing opinion because the platform allows for total free speech and non-biased content creation. Recently, the Parler app took control of the number one slot for free apps in the Apple store. In that week, Parler had been downloaded more than 310,000 times. The app advertises open discourse without the threat of censorship.
There seem to be numerous reasons the app is gaining in popularity. The app developers cite recent events that have caused the masses to search for an outlet for their opinion; the most recent presidential election. Many conservative leaders sited popular social media platforms as inhibiting the opportunity for their political party to communicate with one another. The other likely cause is the top conservative leaders urging their voters to download the app to express their views. This type of top-level endorsement has caused the app to have a huge uptick in public awareness.
Parler has capitalized on the growing number of users rebelling against the top players on the market, searching for an alternative social media platform. The broad branding strategy for app developers has been presenting the platform as close to Twitter but with a conservative slant. The app developers are seizing on the opportunity to provide an alternative for the growing level of dissatisfaction with Facebook and Twitter’s recent decisions to remove content based on their discretion.
While the app claims to be more open to providing users an opportunity to express free speech, there have been some complaints from more progressive customers that the app has deleted more liberal content. The app does not engage in any flagging of content or does it provide fact-checking as does Facebook and Twitter. This has allowed for content that is considered hate speech on other social media platforms to be allowed freely.
Despite the placement of top free app and the exponential number of downloads near the election, Parler doesn’t seem to be threatening to the current social media establishment. The top conservative endorsers even chose to continue utilizing Twitter during the campaign because that is still how to get the most out of messaging, reaching the most amount of the public.
What will remain to be seen is how popular Parler remains after the election since their branding message has been directed toward conservative users to share political content. The app’s popularity may be short-lived unless it can capitalize on the discourse of conservatives moving forward in a Biden presidency.
It is an uphill battle for any social media start-up to gain their share of the market. The critical masses are already using the main platforms and the challenge is steering enough away to make a difference. For instance, Facebook users are there for the most part to stay in contact with friends and family. A start-up would need to attract the user and their entire tribe.
The next biggest hurdle for social media start-ups is attracting advertisers. If the platform doesn’t carry with it the critical mass of demographics, advertisers aren’t going to commit resources. The current market dominators have the luxury of being first to the scene, making it a steep uphill battle. Parler most definitely created some leverage using the election, but it will take an extended period of time to persuade user to begin utilizing yet another app on their phone or device.
There is a bit of hope for new start-ups since historically Friendster and MySpace were the actual first on the social media scene. Those users switched over to Facebook and Twitter in droves.
From a broader perspective, the market might want to take notice at the Parler phenomenon. The sudden popularity of the app, while possibly circumstantial, could be a sign that the social media universe could be easier to fragment than once believed.
The rise in popularity of SnapChat and TikTok are also prime examples of the possibility of attracting users away from their comfort zone being simpler than expected. All that may be needed is a unique edge. Parler’s is that the social media powers-that-be are practicing censorship.