In a land where a few social networks dominate the landscape, it’s refreshing to encounter a new, more personalized approach to social networking. While Facebook represents Wal-Mart of social sites, Path takes a more personal, softer Mayberry-like experience for users. Path encourages to subscribers to essentially build a platform of memories that, in one way or another, represent a definitive event in our lives.
For example, a couple may choose to re-live the day they met by finding out what the weather was like on that memorable date or what that day’s headline was. Basically, the site acts as a time travel machine where people can emotionally re-experience those memories by mentally re-creating the nuances of the moment. Subscribers can construct posts similar to Pinterest, where photos, videos, and other content can be shared with others who may also have experienced that moment in time or which to share the experience vicariously.
Wisely so, the platform is engineered specifically for use with mobile device platforms. It is intuitive and user-friendly emphasizing a satisfying user experience. Users are able to search with a text box conveniently located at the top of the page. Searches can be in the form of data such as names, places, memories, seasons, birthdays and holidays. A typical search might be articulated as “snowy day in Minnesota” or “Sue’s birthday surprise”. A feature called “Nearby” archives memories that transpired near the immediate physical location.
Interestingly, Path’s marketing advantage is its economy of scale in reverse. Surely, Facebook would have difficulty in providing this boutique feel to social networking. That is Path’s warm and fuzzy niche market. The path offers a rewarding user experience drenched in soft ambiance compared to the harsh fluorescent feel of the impersonal industry icons.