"Define Your Life, But Not For Likes" Xistance Campaign Plan

COMPETING FORCES AND COMPETITORS. According to the Pew
Research Center (2017), 69 percent of the public uses some form of
social media. Facebook, Instagram and other social media websites
could draw potential users from Xistance. Although the website is not
intended to be a social media platform, users on Facebook and similar
networking websites may be uncomfortable with the level of privacy
offered. Additionally, managing various online accounts can be very
time consuming for users causing them to carefully select the
websites they use based on the specific personal needs they meet.
Therefore, these social media platforms are indirect competitors but
still a competing force in the market.
CHALLENGES. Xistance is challenged with setting themselves apart
from social media websites like Facebook. Since social media is so
prevalent, Xistance will need to distinguish themselves and position
the website as a solution to social media. The distinction from social
media is Xistance’s value of privacy. Although some may like the level
of privacy offered by Xistance, it could be a potential obstacle when
gaining users who are not as concerned with privacy on social media
or similar platforms because they may not see the value in a
completely private platform. Xistance will need to communicate to
potential users that this privacy is refreshing to the social media
websites used today.
Since Xistance is a startup that has yet to launch their website, one of
their biggest challenges is the public’s lack of awareness, particularly
regarding their purpose and values. Identifying target publics and
constructing messages to reach them will be key in raising awareness
and gaining usership of the website.
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