Since the dawn of social media—Friendster, MySpace, Six Degrees, et all—networks (and now, apps) have come & gone; some, just as fast as they emerge. In just the last 18 months, we’ve seen hype over ad-free Facebook alternative Ello, live-streaming apps Meerkat & Periscope, Q&A app Jelly, and the death & stripped-down rebirth of Google’s own foray into the social market—and that isn’t even counting the dozens of others to come and go over that time.
And today, another one hit mass awareness: Peach, the social media app that, seemingly, has no distinct purpose outside of what you’re already doing on Facebook, Twitter, Instagram, Snapchat, etc.
Regardless of the lack of substance thus far, Peach is sure making waves.
VentureBeat has compared Peach to cloud-based messaging app Slack; Engadget calls it “sweet“; only Re/Code says of Peach (which it notes is currently sitting at tech’s “cool table”) that its recent popularity on “tech Twitter” means little, given the recent failures of some previous “tech Twitter” darlings.
Still, I’m not seeing much to get excited about here, at least as of yet. If you’re already connected to friends on any of the other networks, the Peach social media app offers little that they do not.
I don’t mean to sound skeptical—after all, I was one who thought there would be no way Facebook would dethrone MySpace—but I caution social media marketers from running out and trying to plan their brands around Peach. It’s still early, and Peach insofar is strictly a messaging app; one that, like so many before, could or could be still popular by next week.