Market Opportunity Overview: Online Sharing

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Market Opportunity Overview: Online Sharing

Ello and Vero are two alternative social media sharing platforms.

What People Share Online

  • Images are the most frequently shared content on social media (69%), followed by life updates/announcements (47%), and videos (46%).
  • About 48% of social media users prefer to share other people's content rather than their own (24%).

Why They Share

  • The top five reasons why people share online include "to better the lives of others (94%), reflect their online identity (68%), grow and nourish relationships (80%), enjoy the feeling of having others engage (81%), and to spread the word about topics (84%)."

Who is Sharing

  • In the US, image and video sharing platforms such as Instagram and Snapchat are mostly used by people aged between 18 and 24 years.
  • Women in the US (41%) are more likely to use Pinterest than men (16%).
  • Globally, males (66%) share more frequently on Twitter than females (34%). However, in Germany, the Twitter audience comprises 73% male and 27% female. In the US, the Twitter audience consists of 56.2% male and 43.8% female, and in France, the Twitter audience comprises 73.8% male and 26.2% female.
  • College graduates constitute the largest category (50%) of people sharing on LinkedIn compared to those with high school diplomas or less (9%).

Media Engagement Level

  • Germany's adult population has adopted more of digital media since 2017 compared to television. However, since most of the country's population is older, traditional media channels such as TV, radio, and print still have a significant audience.
The US

Most Popular Sharing Channels

  • The most popular online content sharing channels in the US and the UK according to GlobalWebIndex and We Are Social, are Facebook (82%), WhatsApp (56%), direct message on Instagram (34%), and Snapchat (32%).
  • However, globally, the top ten most popular content sharing channels are Facebook, Twitter, LinkedIn, Instagram, YouTube, Pinterest, Tumblr, WhatsApp, TikTok, and Reddit.
  • Facebook is the most widely used sharing platform globally, with over 2.6 billion monthly users, 223.03 million users in the US, 33.8 million users in France, and 38.35 million users in Germany. Facebook is used to share all content types, including images, videos, and text.
  • About 120 million people use Instagram in the US, 18 million people in France, and 21 million people in Germany.
  • There are approximately 101.3 million Snapchat users in the US, 21.25 million users in France, and 12.15 million users in Germany.

Group Sharing Platforms


  • WhatsApp is a social media platform that provides free messaging and uses voiceover IP to engage users globally. Users primarily utilize the platform to connect with friends and customers through messaging, sending images and videos, and making voice calls.
  • WhatsApp has a business feature (WhatsApp Business) through which business owners can connect with their customers via group chats, share messages, images, and videos with as much as 250 people. This group function is also available to regular users.
  • WhatsApp provides customization features that allow users to "name the group, mute/customize notifications, and send information through PDFs, documents, spreadsheets, and slideshows."
  • WhatsApp is mostly used to share stories with friends and family. However, WhatsApp groups mostly feature news content.
  • It has a total of 1.5 billion users globally. Based on usage statistics, WhatsApp has a 19% usage in the US, 38% in France, and 79% in Germany.
  • Here is the website link.


  • GroupMe is a social media platform that allows users to interact with their friends directly or in a group using push or SMS. Users can add anyone directly from their phone book and into a designated GroupMe chat group.
  • It has some customization features that allow users to mute group notifications when they are otherwise engaged or need some quiet. GroupMe offers a 'popular' page highlighting the most popular messages and liked messages (personal and others).
  • Users can also choose to stay invisible, send their location, and delete their message history.
  • The most frequently shared content on GroupMe includes images, videos, and stickers.
  • As of September 2019, GroupMe had 10.75 million users in the US. There are currently no available GroupMe usage statistics for France and Germany.
  • Here is the website link.

Alternative Social Media Sharing Platforms


  • Ello is an alternative social media platform that allows users to share, discover, create, and promote interests in specific areas, including art, photography, design, and music.
  • It is ad-free and provides exclusive data ownership right to the user (does not sell data to third parties). The platform grew in popularity when it presented itself as the "Facebook killer social network."
  • Ello is only open by invitation and uses an asymmetrical follow system similar to Twitter. It allows users to post in text and images. It also uses an email alert system to provide notifications for comments, likes, and/or follows.
  • Ello has about 400,000 monthly visitors, generating its highest website traffic from the US (25.5%). Ello obtains 3.76% of its monthly traffic from France.
  • According to SimilarWeb, consumer electronics & technology, news & media, and business & consumer services are among the popular audience interests on the Ello platform. Some trending categories on the platform include Art, Illustration, and Black Art Matters.
  • Here is the website link.


  • Vero is a subscription-based social network that caters to how preexisting social networks made people unsociable. This platform aims to mimic the social network that exists between people.
  • Vero allows its users to categorize their followers into close friends, acquaintances, or simply followers, and distribute shared content accordingly according to their preference. It uses an ad-free system, and the posts on the users' feed appear chronologically without algorithmic interruptions.
  • Vero allows users to sign up for free using their email address, name, and phone number. Users can share images, videos, and text content online to their followers. It allows users to choose whether the platform can assess their data. However, Vero uses customer data to know how often the app is used, and it does not sell user data to third parties.
  • Creative content such as new stories, people, causes, and projects are highly valued at Vero.
  • As of 2018, Vero placed its total number of users at almost 3 million.
  • Here is the website link.