IS SOCIAL MEDIA HAVING A BIT OF A WOBBLE?

IS SOCIAL MEDIA HAVING A BIT OF A WOBBLE?

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This week, everyone in the social media sphere has been talking about Jelly. No, not the sweet treat that conjures up feelings of nostalgia; Jelly is a brand new, much-hyped question-and-answer-based app.

The idea behind the app – which was launched by co-founder of Twitter, Biz Stone – is to help people find answers to questions in real time. Users snap a photo, ask a question, and get answers from connections in their social networks.

Despite being in its infancy, Jelly seems to have already built a sizable user base. With over 8,000 active users within the first 24 hours, the issue isn’t getting people to download the app, it’s keeping them engaged. This is evident in that in its first week, nearly 100,000 questions were asked with only a quarter of them answered.

Naturally, as soon as I heard about this new app, I went straight to the App Store and downloaded it. If I’m honest, after ten minutes of playing, I was bored. As a consumer, I wanted to delete it; however, the consultant in me decided to persist and continue exploring.

After a further ten minutes, I realised that the main reason I felt disengaged was the app’s lack of USP. I can easily post images and ask questions on my existing social media profiles, so why use Jelly when I can stick to what I know and use popular, effective hashtags such as #askTwitter, for example?

There’s no denying that Jelly has been expertly marketed because, let’s face it, we’re all talking about it and downloading it out of intrigue. In order to get us hooked though, I believe it needs to up its game and entice us by adding more unique features.

So, is Jelly the next big thing in the world of social media? Only time will tell.