Is Myspace Making A Comeback?

  • Article by Amy Bradney-George
  • February 17, 2015 at 11:20 AM

Remember Myspace? Ten years ago it was the ruler of social media websites, well ahead of the now-popular sites such as Facebook, Twitter and Instagram.

Before it peaked in 2008, Myspace was the place to be online, with people connecting with friends, acquaintances and strangers alike, and sharing cool music, videos and photos. But with the rise of other social media websites, Myspace started to flounder and sort of disappeared…or so we thought.

The old social media site is making a bid to bring users back by emailing them photos they loaded onto Myspace years ago. The move loosely ties in with the popularity of Throwback Thursday (where people share old photos on social media), but as Mashable reports, it also suggests Myspace wants to boost its online presence “even if it requires a little blackmail” in the form of these marketing emails.

“The emails include one or two old photos and a line that reads, “The good, the rad and the what were you thinking…” along with a link that takes users to their profile,” Mashable’s Kurt Wagner explains.

“In other words: Remember us at Myspace? We still have embarrassing photos of you.”

The site has over 15 billion user photos in its database, and millions of inactive users. The Wall Street Journal also reports that Myspace gets a lot more traffic on Thursdays as users from the mid-2000s return to retrieve photos they can use for Throwback Thursdays.

So these emails are kind of a way of prompting this activity – and no doubt Myspace hopes that people will stick around once they have collected their “good, rad and what were they thinking” images.

Even better for the site is the fact that news outlets have been publishing articles about the email marketing campaign, giving Myspace even more exposure. The last time it made headlines of any note was back in 2011, when Google sold it to Justin Timberlake and Specific Media. It made a little ripple again in 2013 when a whole new look was launched, but otherwise it’s been off the radar until now.

But Myspace may not be as desperate for users as some media outlets are suggesting. According to recent data released in the US, it actually has a thriving community of some 50 million people that check their profiles on a monthly basis.

In fact, Myspace users generated over 300 million video views in November 2014. Music is also still incredibly popular on Myspace – according to the social media website, it hosts 53 million songs, with users uploading around 13,000 per day. There are also 14.2 million artists on the site, and the most popular genres are hip hop, rock, indie, dance and pop.

During an interview in the Wall Street Journal article mentioned above, the chief executive of Viant Inc. (Specific Media’s parent company) Tim Vanderhook, says Myspace advertising interest and investments have also been on the rise.

“We’ve seen return on investment improve by a factor of 10 or 20,” he says. “This is game-changing.”

Then again, perhaps the almost 500 million email addresses Myspace has on file – along with its new way of bringing users back – has something to do with it.

Image credits: Old Myspace by Jim Whimpey; new Myspace screenshot.


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