Getting Ahead of the Daze
As excitement builds for the launch of Daze, brands should think about how they can use this new social messaging platform to reach its anticipated gen z audience, with the AI-driven app offering a new creative and visual form of communication. Despite not being live yet, it’s already generated a long waitlist and millions of views on TikTok.
Social media has dominated our world for years now and being on top of the latest trends doesn’t just mean following the content but being aware of new technologies and app offerings that are on the horizon. For brands, being an early adopter on Daze could set them apart, helping them reach likeminded followers who are simultaneously exploring and learning about the platform. With less competition when the platform first launches, brands have a unique chance to stand out, show a willingness to innovate and grow their following.
The potentially playful, experimental nature of Daze means brands should be open-minded, embracing a ‘test and learn’ mindset to explore what works with this audience. It’s not about formulating a full strategy but about being reactive and adapting quickly as its features and trends evolve.
Daze clearly has a flexible and visual aspect that other platforms have not shown. It’s not entirely text based like X, and it’s not visually based like Instagram. It also breaks the idea of an algorithm presenting what you get to see in a format prescribed by Meta, like Facebook. This means that new rules of engagement can emerge, and it may also effectively engage with younger audiences who prefer having more autonomy over where and how they are seen.
As with all new platforms, a change in how we communicate can be used for good or bad. While it might act as a catalyst for new motifs, aesthetics and habits, it could also be used in all of those ways to perpetuate negative and harmful behaviours. These things are hard to predict until users start to take what they are being offered and make it their own.
Being able to play with visual languages on social media in a more freeform way could start to influence visuals on a wider scale from advertising and marketing campaigns. If the app is successful, it will no doubt start to evolve and provide many different and new ideas of how we see communications between individuals and groups. If this really takes off, we’ll doubtless see its influence in other media, including existing social media platforms who often imitate each other’s successes.
Daze’s focus on AI and unknown safety protections also brings risks around brand safety and data privacy. Also, not every new platform maintains its momentum, so it’s helpful to take a cautious approach by claiming usernames and establishing a presence without overcommitting. But a willingness to explore early on could generate brand-specific insights regarding Daze, the audience, and wider social strategies.
So, would you rather be an innovative, forward-thinking brand that engages early, or sit back and watch? For those looking to connect with gen z, Daze may be an exciting space to make that happen.
