Over the past few years, we've seen anonymous social media slowly gain a foothold among young millennials and older centennials in the United States. Yik Yak is arguably the hottest social network platform to take over high school and college campuses, boasting 1.7 million monthly users. Essentially an anonymous virtual bulletin board, those logged into Yik Yak can read the yaks of anyone within a 1.5 radius of them. Learn more about the platform and the implications for brands in this presentation.

1. Yik Yak
Briefing: Yik Yak, an anonymous, location-based mobile chat app
MARCH 2015

2. 2
Yik Yak
What is it?
Yik Yak is an anonymous, location-based mobile chat app. Launched in Fall
2013, the app is primarily known for its use on both high school and college
campuses across the U.S.
Users typically post general, witty yaks that are subject to the “upvote” or
“downvote” of their peers. Users may also respond to yaks with anonymous
comments. The most popular yaks rise to the top of the stream.
Why is this a game changer?
Yik Yak is powerful due to its hyper-local targeting capabilities. Its “Peek”
feature also allows you to view conversation happening at different college
campuses and special events all over the world. “Peek” allows users to check-
in on what’s happening at Coachella, at different campuses during March
Madness, and more!
At the same time, the app is highly controversial due to its association with
anonymous online bullying among its young user base. It also has served as a
platform for students to publicize school shooting and bomb threats.
Sources: Business Insider. “How 2 Georgia Fraternity Brothers created Yik Yak.”
GigaOm. “Yik Yak’s Growth Flatlined After Funding. But Why?”
It’s all about being sarcastic and brutally
honest. Basically, people post and say things
that we’re all thinking but are too afraid to
say in public. They’re hilarious, but when
people post serious stuff – such as being
depressed – or even just having school
spirit, the Yik Yak family is there for you.”
“
”
Business Insider, 2015
1.7
million
monthly
users
1.5
miles is the
radius of all
yaks

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Yik Yak
Why is it popular?
Yik Yak taps into the notion of ephemeral anonymity, a trend that is
seeing increasing traction among younger audiences. Couple that with
short-form content and mobile, and you have a recipe for success with
millennials.
The popularity of apps in this category indicate that younger users are
looking for ways to interact and connect that feel less permanent or tainted
by social status.
Sources: New York Times. “Entering the Era of Private and Semi-Anonymous Apps.”

4. 4
Widespread cyberbullying has forced many high schools to ban Yik Yak
on school grounds.
• As a result, its founders conceded that “high schoolers may not
have the emotional maturity to use the app as intended.”
• Therefore, Yik Yak has built geofences that run in the
background, disabling access to the app within defined
geographic borders (such as school grounds).
• Despite these efforts, Yik Yak’s user anonymity has brought
about bullying and threats of violence, hurting not just its users,
but the platform’s image.
Supporters of the app argue that with the negativity comes positive
moments when the app has shined. For example, students have rallied
around one another during tragic times, such as the school shooting at
Florida State University in 2014. Students at both FSU and the University
of Florida updated each other on the status of the school and provided
emotional support for one another.
Why is this an issue? Analysts warn that if Yik Yak is not able to curb its
users (and the negative publicity), the app may lose the support of its
investors.
Yik Yak
What’s the controversy?
Yik Yak’s anonymous messaging
boards are like bathroom stalls
without toilets. They’re useless,
they’re sources of unhelpful or
harmful conversations, and they’re a
complete eyesore.
“
”
The Huffington Post, 2014
Sources: Huffington Post, “Why Your College Campus Should Ban Yik Yak.”
Business Insider. “How 2 Georgia Fraternity Brothers created Yik Yak.”
Buzz Feed. “How Two Rival Schools Became One in the Midst of Tragedy.”

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Yik Yak
Brands have been hesitant to use Yik Yak due to its lack of analytics and
association with violence and bullying.
However, Yik Yak developers have expressed intentions to open the platform to
advertisers in the future, turning its large user base into a viable revenue stream.
In fact, those permissions have already been built into the privacy policy, which
currently informs users that their information may be used “to display advertising,
including advertising that is targeted to you based on your location, as well as
your Yik Yak activities.”
When brands join Yik Yak, we anticipate they will capitalize on the app’s hyper-
local targeting to engage young audiences on-the-go. There is also an opportunity
to integrate Yik Yak into brands’ listening programs, where consumers may feel
more compelled to speak honestly about brands.
What does it mean for brands?
Sources: Likeable, “Yik Yak in 2015.”
Ad Week, “Anonymous Apps like Whisper and Secret Have a Dark Side.”
Brands aren’t on Yik Yak yet, but that doesn’t
mean they’re not using other anonymous
platforms. Hulu used Whisper to promote the
premiere of its series, Deadbeat. Why? They
believed in the content and storytelling on the
platform, as users are already whispering
about their favorite television shows and
movies.

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Thanks.
Questions? Thoughts?
Megan Garafola, Account Supervisor – Digital Strategist
megan.garafola@ogilvy.com
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social.ogilvy.com/thinking