Emily's complicated relationship with her own social media use combined with an observation into the harms social media can have on society led her on a journey to determine how 'humane' technology can be integrated into our lives to add value, while still proving to be an effective marketing platform for fashion, beauty, and lifestyle brands.
Revel is a social media concept that I developed in response to the call for a technological 'design renaissance'. A platform that hyper-focusses on human values, Revel rewards users for having authentic human connections and enduring in personalised, transformative experiences, all while providing a new system for social media marketing that increases a brand's ROI into their social media marketing strategy through a more engaging experience with their core consumer. The end goal for Revel is to create a network that directly benefits all parties involved.
'The Social Dilemma' opened my eyes to the impact social media has on society beyond affecting well being and productivity. I learned that networks are colonising our time, attention, and relationships through the use of data collection and manipulation tactics built into their product with the sole purpose of keeping us on our smartphones for as long as possible. My dissertation 'Social Uncertainty' further probed these findings, and investigated the current climate of social media marketing.
Findings revealed that a growing awareness among consumers, social media detoxing, and Covid-19 has resulted in decreased engagement across marketing content in the past year; especially for smaller brands. Technologists are actively calling for a re-design of social media platforms that move away from the advertising business model, towards a more empowering solution. I wanted to develop a platform that builds a new, more effective system for marketing, while creating offline value for consumers.
There is currently no platform out there that can provide the Experience Economy with consumer data that can assist them in curating personalised experiences for their audience... until Revel was developed. Revel markets consumer data to the Experience Economy only, allowing users to access personalised, offline experiences. This idea moves away from the advertising business model and targeted ads that try to keep users on their phone for as long as possible in order to make money. When users post about their experience, they earn points which can then be spent on partnered fashion, beauty and lifestyle brands. Being hosted on their own tab within the app, consumers will actively seek for brands they wish to spend their points on, creating a more engaging experience for both user and business. The cost for brands comes in the form of a small commission through each sale Revel has driven, meaning external businesses are only paying for each customer that has been directly targeted, increasing their ROI.