Escapex intends to provide a decentralized alternative to established social media platforms. Unlike mainstream networks like Instagram, Facebook or YouTube, Escapex gives influencers control over the app. Influencers own the app itself, rights to their images, and data about followers.
The app allows influencers to create their own independent communities, like a private Instagram for dedicated fans. With control over the app, they can immediately kick out harassers and don’t have to worry about social platforms blocking content they think violates community guidelines. Influencers can use the app as a form of insurance. If, or when, Instagram loses popularity, they still have their fan base.
Fans may embrace the app. Major social media networks have irritated users with their constant privacy violations, lack of transparency, and algorithms that control the content they see.
“We enable anyone who has a loyal fan base, and their audiences to form a direct connection via customized, self-branded mobile apps and we partner and contract with every single celebrity before we develop their app to ensure they are properly engaged,” said Escapex founder Sephi Shapira.
An Antidote to Big Social Media
Fast Company describes Escapex as “an antidote to Big Social Media.”
The control over content and freedom from algorithms emboldens influencers to post more frequently. “It’s a home base now where I can post a lot of stuff,” model Abigail Ratchford told Fast Company. “With Instagram, you don’t want to post too much. On the app you can post all day long and people love it.”
Launched in 2015, the Singapore-based firm has raised $18 million in venture funding and hosts the apps of more than 350 celebrities and social media influencers in 18 countries with a combined following of 3.5 billion. Some of the influencers on board so far include Brazilian artist Luan Santana, Japanese footballer Keisuke Honda and actor Jeremy Renner, known for his performance as Hawkeye in the Marvel Cinematic Universe.
Users can subscribe to an influencer’s content for a small monthly fee. That means influencers can monetize their content without sponsored posts. Influencers with a large following can generate a healthy income if just a small percentage of dedicated fans pay $5 a month for exclusive content.
That business model of subscriber fees cuts out advertisers and removes the risk that influencers will lose authenticity.
The Outlook for Escapex
Few Instagram influencers are likely to completely abandon that app anytime soon. Even if many more influencers install Escapex, most will likely continue to post on Instagram and other networks and most will continue to consider sponsored posts on Instagram or other networks. Unlike Escapex, Instagram allows them the chance to reach a large audience and attract additional followers.
The app’s rise may be part of trend to greater privacy and smaller communities on social media, including private and secret Facebook Groups, messaging apps, and ephemeral stories.
It’s possible that Instagram could copy elements of the model, just as it copied SnapChat features like the disappearing posts.
Facebook CEO Mark Zuckerberg has said the future of social communication will shift to private messaging. Acknowledging that Facebook doesn’t have the best reputation for privacy, Zuckerberg said the company will place greater emphasis on its WhatsApp messaging app.
Bottom Line: An emerging social media/messaging app for influencers asserts that it offers an uncensored alternative to the major social media platforms. Enticed by its offer of greater control, influencers are embracing the app as an antidote to “Big Social.”
William J. Comcowich founded and served as CEO of CyberAlert LLC, the predecessor of Glean.info. He is currently serving as Interim CEO and member of the Board of Directors. Glean.info provides customized media monitoring, media measurement and analytics solutions across all types of traditional and social media.
