The allure of apps like Secret is simple: I can anonymously post anything I want.
However, there is more to it than that. People are shifting what and how they are sharing.
For example, Facebook is built around building personal connections with people that you already know or want to get to know. You share things that can/should be shared on a platform like that. Pictures of your newborn baby, your latest selfie, your personal thoughts on an article. You share on Facebook because you want people to know what you have to say. In a sense, you want to brag. Secret is taking us back to the beginning of the Internet when anonymity was king. Take away identity and you take away fear of judgement. Take away identity and you allow free and open expression.
With Secret, users can speak openly. Speak honestly. Speak bluntly. On the flip side of that coin, users open themselves up to criticism. From what I've seen, responses have been mixed. Most are helpful and comforting while others have been flat out mean. Since it's anonymous, responses can be blunt, hurtful, and 100% trollish. However, if you sign up for Secret, you realize that's just part of the territory.
There's also a mystery surrounding Secret. With every post being anonymous, you can't help but wonder who's on the other side. Especially if they are in "Your Circle". Users are sharing some very personal thoughts and feelings. It's drastically different from any other social site and that alone will keep users coming back every day. If early reviews are any indication, people will keep coming back.
And, with Secret just getting started, I can't wait to see where it goes.
Download Secret for iPhone