Meatballs

The future of loyalty is in the group chat not in the comment.

Meatballs!

That's what Sarah Snook, the actress playing Shiv Roy in Succession, commented under an Instagram post. What could look like a private joke, a safe word, or Drake trying to diss Kendrick Lamar, actually has a simpler explanation: by commenting a predefined word under the post like hundreds of others, she automatically received a recipe. The technique is well known to trigger the algorithm and boost engagement. It's also the main reason why nowadays everybody hates social media, especially the younger generation, who leave the feed entirely.

From Gen Z, it’s not rare to see profiles with zero posts but instead an important activity in the DMs. “Most of my friends have, like, maybe one post on their account,” said Sophia, 15, a high school student in Arlington, Va., who downloaded Instagram last month in order to join a group chat for a study-abroad program. Users are tired of the doom scrolling, tired of the cheap growth strategies or fake influencer techniques. These younger demographics gravitate toward group chats because they offer more authentic, intimate interactions compared to the increasingly commercialized and algorithm-driven experiences of traditional social media platforms. Research shows that 65% of millennials prefer more creative messaging options, indicating a fundamental shift in communication preferences toward platforms that support rich media and personal expression.

In "The Group Chats That Changed America," Ben Smith explains how a network of private Signal and WhatsApp group chats, primarily orchestrated by venture capitalist Marc Andreessen, became "the single most important place in which a stunning realignment toward Donald Trump was shaped and negotiated, and an alliance between Silicon Valley and the new right formed." The most powerful brains of this world, like the security and privacy of the group chat. For them, it’s to avoid being canceled and discuss how politics can be influenced to better serve their business. The article documents how these encrypted conversations, featuring participants ranging from tech billionaires to conservative pundits, operated as what one organizer called "the memetic upstream of mainstream opinion." Ben's research reveals how group chats have become a form of "dark matter of American politics and media," wielding influence that extends far beyond their private confines while remaining largely invisible to the public. The article demonstrates that these spaces functioned as both intellectual salons and strategic coordination centers, fundamentally reshaping the political landscape through what Andreessen described as "the equivalent of samizdat" in an era of perceived social media censorship.

The group chat has also become a powerful tool to build brands, personal or professional. Content creators and artists capitalize on these techniques: Charlie XCX has a private Instagram account specifically for engaging with super fans, and Emilie Sundberg is very active on her Substack chat (only available for paid members) where her community debates passionately on topics sometimes as simple as every episode of The White Lotus while it is airing.

Brands are also starting to lean more on conversation; recently, Ty Haney raised $11M to accelerate the growth of TYB, a platform empowering brands to build private communities and boost engagement. Blackbird offers their highest members direct communication with restaurants, allowing them to secure a table at an otherwise fully booked establishment. Even if traditional hotel loyalty programs offer a similar "24 hours prior arrival room availability guarantee," it sounds more prestigious to do it with a text rather than a booking engine. Airbnb demonstrates similar foresight; Brian Chesky recently observed that chat functionality will be the base of the social network he wants to build. Guests who meet through Airbnb Experiences will be able to maintain contact via shared group chats. The media landscape reflects this transition as well. The Athletic launched a WhatsApp group connecting thousands of fans during the European Champions League. This offered fluid, real-time commentary that adapted to the moment, creating an experience akin to watching matches with friends, curated by professional journalists.

The hospitality sector would do well to observe these developments. Chat functionality presents an opportunity beyond customer service; it's a platform for cultivating authentic communities around their brand. Rather than broadcasting standardized loyalty programs to millions, imagine curated groups of engaged enthusiasts sharing travel insights, accessing exclusive opportunities, and exchanging itinerary recommendations. Hotels might organize seasonal conversation groups around specific destinations: winter escapes, cultural explorations, urban adventures. This creates spaces for engagement and maintains connection between stays.

Less slop, more conversation.