"I'm terrified I might not actually be all that
smart."
"I
like taking the ferry because I get to drink in public legally."
This is just a small
sampling of posts I've recently seen on Secret,
an anonymous-sharing app that's part of a new trend in Silicon Valley. It's a little like Whisper, a competing app that's been
around since 2012, except that instead of letting you broadcast your anonymous
missives to the world, posts on Secret are limited to a network of friends
based on your phone's address book.
When I first heard of
these anonymous-sharing apps, I was intrigued, but confused about their
popularity. Surely anonymity on the internet isn't difficult -- you can be
whomever you want online, right? Just create a fake account or join the social network of your choosing, and you're free to say whatever you like. But
as I spent time on Whisper and Secret, I found that their barrier to entry is
so much lower than having to come up with a fake persona. There's no need for a
username or a special profile page -- you just download the app, answer a few
questions and away you go. You do need to enter in an email address, phone
number and password to Secret, but the app guides you through it pretty easily.
Secret uses your contact info to connect you to your friends (not to worry;
none), but if you misbehave or are reported as a "bad actor," you and
your associated phone number may be banned from the network.
Once
you're in, the freedom to say whatever you want is strangely alluring,
especially so with Secret, where your confessions are likely to be seen by
those sympathetic to your woes. In a world where your real name is exposed and
everything you say online is recorded for time immemorial, anonymous-sharing
apps provide an escape that's all too rare.
When the internet was young, most of us used
fake screen names to identify ourselves. Whether it was LazyCow18 or
LonelyGirl15, a nom de plume was preferable. Not only was it an easy way to set
ourselves apart online, but it also allowed us to separate our online existence
from the real world. Some of us used
this cloak of anonymity to try on different personas, while others simply
enjoyed the ability to speak freely without the debilitating confines of a shy
and awkward personality. These days, however, internet anonymity is not nearly
as predominant.
Hidden personas still
exist on forums like Reddit, 4chan and most message boards, but by and large,
our public and online identities tend to be one and the same. Facebook's popularity shoulders
much of the blame for this phenomenon, especially since the use of real names
is core to how the social network works. After all, how else are your old high
school mates supposed to find you on Facebook if you've named yourself
GamerX4000? Real identities are also core to another area of interest for
Facebook: targeted ads.
In a
world where your real name is exposed and everything you say online is recorded
for time immemorial, anonymous-sharing apps provide an escape that's all too
rare.
And
it's not just Facebook, either. Google+ came under fire a few years ago when
it banned the use of pseudonyms. (It's since loosened that rule and now allows
the use of "common names.") YouTube, long known for its cesspool of
anonymous comments, recently encouraged real-name use with its integration with
Google+. Even if you've held strong to your online pseudonym, it's still likely
that you've used your real name somewhere on the internet, be it on LinkedIn,
Twitter or your company's website. One of the benefits of this transparency is
that you're held accountable for what you say. Incidences of trolling and
bullying are likely to subside if people know their real names are tied to
their online activities. Real names also make it easier for us to stay
connected, and in the case of LinkedIn, they can also help you find a job. The
consequence, however, is that everything you do on the internet can be traced
back to you, which forces you to watch what you say.
When
Chrys Bader and David Byttow developed Secret last year, their goal was to
provide an avenue to let us express ourselves more honestly, which they felt
was difficult to do with today's tools.
"Facebook
created order out of chaos," Bader said in an interview with us. "But
that order was very constricting. It trained us to share in a certain way, to
curate our identities, to put forward things we wouldn't be judged for. ... It
can be stressful after a while."
The
first version of Secret was an app that let you send anonymous messages
directly to someone in your phone's contact list. While this certainly obeyed their
initial credo of encouraging people to open up, the subsequent engagement and
response to these direct messages were poor. They eventually adapted the
product to broadcast to your entire phone's contacts list instead, which
improved interactions dramatically.
Here's
a brief primer on how Secret works: Anything that you post on Secret can be
seen by the people in your phonebook who are also on Secret. If someone
"hearts" a post, that secret will then be shared to his or her
contacts list. If those people "heart" it, it will spread to their
contacts list and so on. Secrets in your immediate circle will be marked as
from a "Friend," those one step removed are from a "Friend of
Friend", while posts that are two or more steps removed are marked with
the person's general location. Only friends and friend-of-friends can leave
comments on your posts. The idea behind this relatively closed network is that
you're more likely to share a deep secret if you know it's a safe space.
Additionally, the fact that you might know the person on the other end makes
Secret a touch more personal than the seemingly random confessionals on
Whisper. Right now Secret is iOS-only, but the company tells us an Android
version should debut soon.
"Facebook
created order out of chaos," Bader said in an interview with us. "But
that order was very constricting."
"We
wanted people to use their address book as the source of the social
graph," said Bader. "We didn't want you to find friends and follow
people like all the other social services out there." Conveying emotion,
he said, is something that's much easier to do when you're with friends.
"Sometimes even in a close network, you restrain yourself. You never
really discuss culturally taboo things like salary or sex."
In
Secret, however, those topics proliferate. From just one week with the app,
I've seen posts that include melancholy thoughts about life, salacious sexual
adventures, controversial political ideas and just random confessions of
unrequited affections and financial woes. Its stream of consciousness feels a
lot like Twitter, except, well, you don't know who's on the other end.
The
benefits of Secret go beyond just catharsis as well. Recently, for example, a
woman who goes by the name of "Amy"
opined on Secret that she was the
only person out of a five-person company who wasn't hired in a recent
acquisition by Google. Though she's still skittish about coming forward, Secret
offered her a chance to speak up about what she perceived to be an injustice.
We can imagine a scenario where anonymous-sharing apps are used to reveal a
wrongdoing that might otherwise go unsaid. Still, because these posts are
anonymous, it's difficult to corroborate their validity. In the early days of
Secret, for example, there was a rumor floating around that Yahoo was acquiring Evernote. This, of
course, turned out to be false. However, Bader said the incident was actually a
good thing, as it created a healthy skepticism about what is or isn't real.
No
matter what you think of these anonymous-sharing apps, however, it's clear that
they have a sizable fanbase, at least in the tech community. Whisper, for
example, has raised nearly $54 million to date, while Secret has already
received early funding to the sum of$8.6 million even though it was only introduced in
January this year. Secret in particular has something of a cult following, and
frequently gets mentioned on Twitter and the media as a poster child for the
anonymous-app movement. There's even something called anonyfish, a rogue
spin-off service designed to let people on Secret message each other
anonymously using throwaway usernames. It's no wonder then that there seems to
be a glut of anonymous-messaging apps like YikYak, Blink and Confide flooding the market. There are even rumors that Facebook -- the originator of the
real-name movement -- might be considering an anonymous service of its own.
"Secret
is like being in a room with all of your friends, but you don't know who's
saying what," Bader said. "You get to peer into your friends lives,
to experience truth, sadness, loss ... raw human emotion. It's what makes
Secret so addicting."
