Exploring Cara: The new(ish) social media platform for artists

In the ever-evolving landscape of social media, new platforms emerge with promises of better features, more engagement, and an improved user experience. One such platform making waves in the artistic community is Cara.

Designed specifically for artists, Cara has gotten attention for its unique approach and dedication to serving the creative industry. But when is the right time to move to a new social media platform? And what lessons can we learn from Cara that are relevant to entrepreneurs, solopreneurs, and small businesses at large, not just for artist or creatives?

The pros of Cara

1. Artist-centric design
Cara is built with artists in mind, offering features that cater specifically to their needs. Unlike Instagram, which has evolved into a platform dominated by videos and memes, Cara focuses on showcasing artwork. This emphasis ensures that artists’ work is the primary content seen by users.

2. Protection against unwanted use by AI
A major concern for artists on platforms like Instagram is the unauthorized use of their work for AI training. Cara addresses this by banning AI-generated content and implementing tools like Glaze, which protect artwork from being scraped for AI datasets. This commitment to safeguarding artists’ rights has made Cara a refuge for those wary of their work being exploited without consent.

3. Community and support
Cara is not just a platform but a community. It was created by artist Zang Jingna, who understands the challenges artists face. This sense of community is created and maintained by the platform’s user base, which is primarily composed of artists who share similar concerns and goals. The support from fellow artists creates a positive environment where users feel valued.

4. Simplicity and focus
Without the clutter of advertisements and unrelated content, Cara offers a clean and straightforward user experience. The platform allows artists to post their work, engage with others, and build their portfolios without the distractions found on other social media sites.

5. Early adoption benefits
Joining Cara now offers artists the opportunity to establish themselves early on a growing platform. As more artists migrate to Cara, those who join early can build a following and gain visibility before the platform becomes owercrowded.

The cons of Cara

1. Technical challenges
Having launched in October 23, 2023, Cara is still a relatively new platform. With rapid user growth, it has experienced technical issues such as slow performance and occasional crashes. These challenges can be frustrating for users and may hinder the platform’s growth if not addressed promptly.

Additionally, the platform’s AI detection tool can sometimes flag legitimate artwork as AI-generated, causing inconvenience for users.

2. Limited features
Compared to established platforms like Instagram and TikTok, Cara currently offers fewer features. For instance, it does not support video content, which can be a drawback for artists who work with video or animation.

3. Sustainability concerns
As a platform primarily funded by donations and maintained by a small team, Cara’s long-term sustainability is uncertain. Without a robust revenue model, there are concerns about how the platform will support its operations and continue to grow.

4. Smaller audience
While Cara’s focus on art is a strength, it also limits its audience. The platform currently attracts mainly artists, meaning that artists looking to reach a broader audience, including potential buyers and art enthusiasts, may still need to maintain a presence on more mainstream platforms like Instagram.

Strategic shifts: when is it time to move platforms?

Cara has been growing quickly, in a way that resembles and overnight success. In June 2024, Cara went from roughly 40,000 users to 650,000 users, largely because of the discomfort artists felt about Instagram using images to train AI.

Of course, compared to Instagram’s two billion users, Cara is still tiny.

The decision to move to a new social media platform, as highlighted in the case of artists moving over to Cara, can be guided by several strategic considerations relevant to all social media users:

• Evaluate current engagement metrics: Track engagement metrics over six months. Look for trends such as declining likes, comments, and shares. Use analytics tools to get detailed insights. If engagement is consistently declining, it might be time to explore new platforms.
  
• Analyze platform policy changes: Stay updated with platform policy changes through official announcements and industry news. Evaluate how these changes impact your content and audience reach. If new policies harm your content visibility or clash with your values, think about new options.
  
• Monitor audience migration: Conduct surveys and use analytics to understand where your audience is active. Follow trends on social media usage in your industry. If a significant portion of your audience is moving to a new platform, it’s beneficial to establish a presence there early.
  
• Assess new platform opportunities: Research new platforms for unique features that align with your content strategy. Experiment with a limited presence to assess potential. Early adoption can provide a competitive edge and increased visibility as the platform grows.

Lessons from the past: MySpace vs. Facebook and Snapchat vs. TikTok

The rise and fall of MySpace in the face of Facebook’s dominance is a classic example of social media evolution. MySpace, once a leader, failed to innovate and adapt to user needs, leading to its decline. Facebook’s streamlined user experience and broader appeal made it the go-to platform for social networking.

It was Snapchat that introduced the concept of short-lived digital content (ephemeral content), which was initially popular. However, TikTok’s innovative short-form video format and powerful algorithm quickly overshadowed Snapchat. TikTok’s ability to keep users engaged through personalized content recommendations demonstrates the importance of innovation and understanding user behavior.

Facebook and TikTok are good lessons for Cara or any new social media platform. Cara needs to continue to evolve and address user feedback. Its success will also depend on its ability to introduce features that keep artists engaged and attract new users.

We can take these lessons further and take a look at the social media evolution. For it is the history of social media platforms that provides a roadmap for understanding the lifecycle of these digital spaces. And while we’re at it, let’s widen the perspective as well.

Broadening the scope: From artists to entrepreneurs, solopreneurs, and businesses

While Cara is tailored specifically for artists, the underlying principles and lessons it offers are applicable to a wide range of social media users, including entrepreneurs, solopreneurs, and businesses. The dynamics of social media platforms and the strategic decisions involved in choosing where to establish an online presence are universally relevant.

Cara’s rise as well as the frustrations driving artists away from platforms like Instagram highlight broader trends in social media use and user expectations. Entrepreneurs and businesses can draw valuable insights from these developments:

• Understanding platform dynamics: Just as artists seek platforms that prioritize their needs, entrepreneurs must evaluate whether their current social media platforms align with their business goals. Platforms like Instagram and Facebook have become increasingly commercialized, with algorithms favoring paid content over organic reach. For many small businesses and solopreneurs, this shift necessitates a reevaluation of where and how they invest their time and resources online.
  
• The importance of authentic engagement: Cara’s appeal lies in its community-focused, algorithm-free approach, which promotes authentic engagement. This principle is critical for businesses too. Consumers today are savvy and often skeptical of overtly commercial or insincere marketing. Platforms that foster genuine interactions and prioritize user experience can be more effective in building lasting customer relationships. Entrepreneurs should seek out or create spaces where authenticity is valued over sheer volume of content.
  
• Adaptation to platform changes: The history of social media is marked by the rise and fall of various platforms: MySpace was supplanted by Facebook, Snapchat saw its dominance challenged by Instagram and TikTok. Each shift reflects changing user preferences and technological advancements. For businesses, this history underscores the need for flexibility and adaptability. Sticking rigidly to a single platform can be risky; instead, businesses should remain agile, ready to pivot to new platforms that better serve their audience’s evolving needs.

Learning from history: the social media evolution and three key lessons for business

So, what is the social media evolution in light of all of what’s discussed above? And what does it all mean for businesses looking to profit on and/or through social media?

Simply, the social media platform lifecycle seems to follow this pattern:

• Early adoption and growth: Platforms like Facebook, Instagram, and TikTok experienced rapid growth due to early adopters who shaped their initial culture and user experience. Businesses that identify and join promising new platforms can influence and benefit from this growth phase.
  
• Saturation and commercialization: As platforms mature, they often become saturated and increasingly commercialized. This evolution can lead to diminished organic reach and increased competition for attention. Businesses must continually assess whether their efforts on these platforms yield the desired ROI or if it’s time to explore alternatives.
  
• Decline and replacement: The decline of MySpace in favor of Facebook, and the challenges faced by Snapchat from Instagram, illustrate that no platform’s dominance is guaranteed. Businesses should be prepared to diversify their online presence to avoid being overly dependent on a single platform.

For entrepreneurs, solopreneurs, and businesses, the story of Cara and the broader history of social media platforms emphasize the importance of strategic adaptability. By staying attuned to audience behavior, evaluating platform policies, and seizing new opportunities, businesses can navigate the dynamic social media landscape effectively.

Cara’s focus on community and authentic engagement serves as a reminder that platforms valuing user experience can offer significant advantages, not just for artists, but for any business looking to build meaningful connections with their audience.
If you would like to see Cara in action, visit the Cara app.

Images used in this post are from the Explore tab on Cara app, image credit: Cara Project.