Myspace is still around. And they’re still giving it the old college try. Now they’re making everyday Throwback Thursday by sending users old pictures of themselves when they were active on the platform in its latest attempt to lure back once loyal visitors.
According to Mashable, the social network is sending emails with the line “The good, the rad and the what were you thinking…” and a link to your old profile. The site calls it a “clever” approach to, at the very least, piquing curiosity. But when asked how successful the strategy has been thus far, a spokesperson only reiterated that the campaign is underway and the company wants to reconnect with people.
“Myspace has 15 billion user photos in its database, and still appears to be popular among music lovers,” Mashable continues, comparing that to the 250 billion photos that Facebook has. Last October, the site had 31 million monthly users. It had more than 100 million at its peak.
The question, of course, is why we would want to come back to Myspace, besides nostalgia.
People’s lives are jam-packed with digital technologies; things they feel they should be checking with some certain frequency. So a new device/app/network — or an old one, in this case — needs to make a case for why you ought to be spending time with them. Rather, this strategy once again reminds people how long ago it was they were on Myspace. When it comes to digital technology, few people want to go backwards. Progress is key.
“But however the company spins the e-mails, it’s hard to see them as anything other than a once-great network’s latest, most desperate gasp for relevance,” writes The Washington Post. This is born out in painful relief by the fact that WaPo says a search for Myspace frequently yields some version of the question, “Myspace still exists?”
Since Myspace is branding itself as the place for music, you wonder whether they’re doing anything to further draw itself closer to some of the big trends in the way music is shared now — with downloads and streaming. That same WaPo article says a good bit of what you can find on Myspace nowadays seems “redundant.”
Certainly, die hards are always looking for another way to connect themselves to their favorite bands and tunes. The key is finding a way to breakthrough to the other masses of people. This campaign is definitely cute, but it’s probably not the most effective way to reach a new audience.