As people spend less time in traditional communities, they’re seeking connections beyond religion and family. Memberships with organisations or brands can create loyalty and boost revenues, but the reasons to join Scientology or Sainsbury’s are vastly different. So why do people become members?

Private messaging is an ideal medium to do the obvious – open a dialogue and conduct a conversation. In fact, 59% of all US social sharing now occurs in private channels. But while people are happy to chat to their mates on platforms like Facebook Messenger, how can brands get involved?

Raised online, Gens Y and Z expertly craft virtual identities that reflect and enhance their offline lives. And increasingly, friends – or ‘squads’ – are a part of that image. As the hashtag of the moment, what does #squadgoals say about the way digital natives form and maintain friendships?

If you’re looking to expand your entourage for a big night out, Squad is your go-to app. With a swiping, matchmaking interface Tinder users will be familiar with, Squad helps groups of friends discover like-minded individuals and merge their 'squads' to meet new people on-the-go.