INTRODUCTION

ARCHETYPES

OPPORTUNITIES

METHODOLOGY

The Yosphere: How Connections Are Built in the Digital Age

In a hyperconnected world, social media has completely changed the way we relate to each other. Today, the digital realm not only complements face-to-face interaction but often replaces it, becoming the main stage for meeting, maintaining, and strengthening bonds. As platforms evolve, so do our expectations, behaviors, and how we perceive reality.

However, not all online interactions are the same. For example, while some people passively consume content, others become emotionally invested in creators they don't even know exist and participate in so-called parasocial relationships.

In this edition of Decoding, we focus on what truly connects us: interpersonal relationships, those that are reciprocal and built from active interaction. Join us in discovering what they are like!

In a hyperconnected world, social media has completely changed the way we relate to each other. Today, the digital realm not only complements face-to-face interaction but often replaces it, becoming the main stage for meeting, maintaining, and strengthening bonds. As platforms evolve, so do our expectations, behaviors, and how we perceive reality.

However, not all online interactions are the same. For example, while some people passively consume content, others become emotionally invested in creators they don't even know exist and participate in so-called parasocial relationships.

In this edition of Decoding, we focus on what truly connects us: interpersonal relationships, those that are reciprocal and built from active interaction. Join us in discovering what they are like!

Our framing

Social media has completely changed the way we relate to each other. The digital world is no longer just a complement, but often the main space where we seek and maintain connections.

In this study, we explore interpersonal relationships that are built from genuine interaction.

Factors Affecting Relationships

The digital and physical have merged. What happens online impacts real life (cancel culture), and what we value offline (status) translates into likes and followers. This new reality has transformed our relationships:

Some consequences of this are:

Emotional detachment

Blocking or ignoring is so easy that cutting ties no longer requires explanations.

Immediacy

If something is boring, people tune out or change the subject. Patience has decreased.

Anonymity

Being whoever you want online fosters exploration, but also more fragile relationships.

Unlimited access

More connections, but also more confrontations and volatile interactions.

Moments in Relationships

Relationships are dynamic and constantly evolving; they are not static, linear, or homogeneous. In their development, they go through different stages that depend on the context, the interaction between the parties, and the external factors that shape them.

The yoghosphere

The yosphere represents the convergence between personal identity, the way we express ourselves, and how we relate to others. It is based on different levels of self-perception, from the most internal and individual to projection through social relationships.

Why is it important atmosphereIn the digital world, the atmosphere It is the space where we build and adjust our identity. Social networks and platforms have blurred the line between personal expression and interaction, shaping who we are according to external perception.

Identity

Relationship

Expression

Interaction needs

In the interaction between atmosphere and these platforms, a series of interaction needs manifest themselves that are linked to the level of engagement users can have with them.

Expressive archetypes

Digital identity varies according to the level of abstraction and attention to external perception. There is no “correct” way to interact, but we have identified six archetypes that reflect social attitudes and behaviors in digitized Mexicans. Everyone has needs and styles of expression-relationship unique.

DOWNLOAD THE FULL REPORT

”Admire me!”

Emotional driver
Adaptation/Reciprocity

Features:
Seeks admiration
- They are open and connect on social media. [card_driver]

Adaptation / Need for Reciprocity.

[/card_driver] [card_description]
  • Hopes that their profiles will be admired by people.
  • They tend to be open to forming new relationships and connecting through social media.
[/card_description] [card_financial_health]

[/card_financial_life] [card_tooltip_management]They project an idealized version of their life, more aspirational than real.[/card_tooltip_management] [card_tooltip_vision]Their content is mostly explicit, with some conceptual visual elements.[/card_tooltip_vision] [card_tooltip_priorities]They generally do not seek privacy, except in very specific cases.[/card_tooltip_priorities] [card_tooltip_attitude]They post often, though they depend on having curated aspirational images.[/card_tooltip_attitude] [card_tooltip_risk]They enjoy interacting on social media and consider it part of their routine.[/card_tooltip_risk] [card_metrics management="25" vision="70" priorities="50" attitude="60" risk="80"] [card_title_management]Physical and digital identity[/card_title_management] [card_label_management_left]Separate[/card_label_management_left] [card_label_management_right]Overlapped[/card_label_management_right] [card_title_vision]Image and content[/card_title_vision] [card_label_vision_left]Conceptual[/card_label_vision_left] [card_label_vision_right]Explicit[/card_label_vision_right] [card_title_priorities]Privacy[/card_title_priorities] [card_label_priorities_left]For security[/card_label_priorities_left] [card_label_priorities_right]For exclusivity[/card_label_priorities_right] [card_title_attitude]Posting frequency[/card_title_attitude] [card_label_attitude_left]Lower[/card_label_attitude_left] [card_label_attitude_right]Higher[/card_label_attitude_right] [card_title_risk]Motivation/Interest[/card_title_risk] [card_label_risk_left]Passive[/card_label_risk_left] [card_label_risk_right]Active[/card_label_risk_right]

TRANSPARENT ”Talk to me!”

Emotional driver
Curiosity/Exploration

Features:
- Seeks contact and communication
- Open to new social media connections

Curiosity / Need for exploration

[/card_driver] [card_descripcion]
  • Seek for their profiles to be able to maintain open and constant contact and communication with others.
  • He is extremely open to forming relationships, whether through acquaintances or completely new connections.
[card_description] [card_financial_life]

[/card_financial_life] [card_tooltip_management]Shares what they are experiencing without overthinking how it will be perceived.[/card_tooltip_management] [card_tooltip_vision]Their posts are explicit; they show exactly what they are doing at that moment.[/card_tooltip_vision] [card_tooltip_priorities]When they seek privacy, they do so for security, not exclusivity.[/card_tooltip_priorities] [card_tooltip_attitude]They are genuinely active; they post as if it were a messaging app.[/card_tooltip_attitude] [card_tooltip_risk]Interacting on social media is more of a habit, not something they obsess over.[/card_tooltip_risk] [card_metrics management="80" vision="80" priorities="15" attitude="80" risk="50"] [card_title_management]Physical and digital identity[/card_title_management] [card_label_management_left]Separate[/card_label_management_left] [card_label_management_right]Blended[/card_label_management_right] [card_title_vision]Image and content[/card_title_vision] [card_label_vision_left]Conceptual[/card_label_vision_left] [card_label_vision_right]Explicit[/card_label_vision_right] [card_title_priorities]Privacy[/card_title_priorities] [card_label_priorities_left]For security[/card_label_priorities_left] [card_label_priorities_right]For exclusivity[/card_label_priorities_right] [card_title_attitude]Posting frequency[/card_title_attitude] [card_label_attitude_left]Lower[/card_label_attitude_left] [card_label_attitude_right]Higher[/card_label_attitude_right] [card_title_risk]Motivation/Interest[/card_title_risk] [card_label_risk_left]Passive[/card_label_risk_left] [card_label_risk_right]Active[/card_label_risk_right]

ABSTRACT ”Find out for me!”

Emotional driver
Belonging/Personalization

Features:
Generate intrigue and interest in forming a relationship
They are open to social media relationships as long as they are with acquaintances

Belonging / Need for customization

[/card_driver] [card_descripcion]
  • Aim for their profiles to generate intrigue and interest in other people.
  • They tend to be open to forming new relationships, as long as they are acquaintance-level connections.
[card_description] [card_financial_life]

[/card_financial_life] [card_tooltip_management]Projects an image that doesn't always match their real physical identity.[/card_tooltip_management] [card_tooltip_vision]Everything posted is highly curated to communicate an aesthetic concept.[/card_tooltip_vision] [card_tooltip_priorities]When they care about their privacy, it's to maintain the exclusivity of their content.[/card_tooltip_priorities] [card_tooltip_attitude]Publishes abstract content to express their lifestyle and aesthetic vision.[/card_tooltip_attitude] [card_tooltip_risk]Enjoys social media as a hobby to express their visual universe.[/card_tooltip_risk] [card_metrics management="10" vision="5" priorities="70" attitude="75" risk="75"] [card_title_management]Physical and digital identity[/card_title_management] [card_label_management_left]Separate[/card_label_management_left] [card_label_management_right]Merged[/card_label_management_right] [card_title_vision]Image and content[/card_title_vision] [card_label_vision_left]Conceptual[/card_label_vision_left] [card_label_vision_right]Explicit[/card_label_vision_right] [card_title_priorities]Privacy[/card_title_priorities] [card_label_priorities_left]For security[/card_label_priorities_left] [card_label_priorities_right]For exclusivity[/card_label_priorities_right] [card_title_attitude]Posting frequency[/card_title_attitude] [card_label_attitude_left]Lower[/card_label_attitude_left] [card_label_attitude_right]Higher[/card_label_attitude_right] [card_title_risk]Motivation/Interest[/card_title_risk] [card_label_risk_left]Passive[/card_label_risk_left] [card_label_risk_right]Active[/card_label_risk_right]

ROMANTIC ”Get to know me!”

Emotional driver
Nostalgia/Depth

Features:
Seeks to record his/her life and maintain connections
They are relatively closed off to new connections but enjoy reconnecting through social media.

Nostalgia / Need for depth

[/card_driver] [card_descripcion]
  • It seeks for your profiles to function as a record of your life and your relationships, and as a way to preserve the connections you already have.
  • She tends to avoid new connections but shows more openness to reconnecting with people she knows.
[card_description] [card_financial_life]

[/financial_life_card] [card_tooltip_management]Shares from emotion, with a nostalgic look and a very personal tone.[/card_tooltip_management] [card_tooltip_vision]Publishes clear content, although occasionally includes images with more aesthetic or symbolic value.[/card_tooltip_vision] [card_tooltip_priorities]Tends to guard their privacy because what they share is intimate and emotionally significant.[/card_tooltip_priorities] [card_tooltip_attitude]Posts little; prefers to keep memories and share them only when there is an emotional reason.[/card_tooltip_attitude] [card_tooltip_risk]Appreciates social media; sees them as spaces to deepen affective connections.[/card_tooltip_risk] [card_metrics management="80" vision="70" priorities="90" attitude="15" risk="55"] [card_title_management]Physical and digital identity[/card_title_management] [card_label_management_left]Separate[/card_label_management_left] [card_label_management_right]Intertwined[/card_label_management_right] [card_title_vision]Image and content[/card_title_vision] [card_label_vision_left]Conceptual[/card_label_vision_left] [card_label_vision_right]Explicit[/card_label_vision_right] [card_title_priorities]Privacy[/card_title_priorities] [card_label_priorities_left]For security[/card_label_priorities_left] [card_label_priorities_right]For exclusivity[/card_label_priorities_right] [card_title_attitude]Posting frequency[/card_title_attitude] [card_label_attitude_left]Lower[/card_label_attitude_left] [card_label_attitude_right]Higher[/card_label_attitude_right] [card_title_risk]Motivation/Interest[/card_title_risk] [card_label_risk_left]Passive[/card_label_risk_left] [card_label_risk_right]Active[/card_label_risk_right]

RESERVED ”Tell me!”

Emotional driver
Caution/Safety

Features:
- They seek to stay connected and aware of their context
- They are closed to new relationships through social media

Caution / Security requirement

[/card_driver] [card_descripcion]
  • Their profiles serve as a way to stay updated and connected with their environment.
  • Is it closed to making new relationships through social networks?.
[card_description] [card_financial_life]

[/card_financial_life] [card_tooltip_management]Selective privacy to maintain a halo of mystery around their digital identity.[/card_tooltip_management] [card_tooltip_vision]Curate content with subtle aesthetics that say little but communicate the essential.[/card_tooltip_vision] [card_tooltip_priorities]They avoid sharing for security; privacy is their top priority.[/card_tooltip_priorities] [card_tooltip_attitude]They post in moderation, without worrying about maintaining a consistent frequency.[/card_tooltip_attitude] [card_tooltip_risk]They are skeptical of networks and prefer very limited digital relationships.[/card_tooltip_risk] [card_metrics management="30" vision="50" priorities="10" attitude="30" risk="15"] [card_title_management]Physical and digital identity[/card_title_management] [card_label_management_left]Separate[/card_label_management_left] [card_label_management_right]Integrated[/card_label_management_right] [card_title_vision]Image and content[/card_title_vision] [card_label_vision_left]Conceptual[/card_label_vision_left] [card_label_vision_right]Explicit[/card_label_vision_right] [card_title_priorities]Privacy[/card_title_priorities] [card_label_priorities_left]For security[/card_label_priorities_left] [card_label_priorities_right]For exclusivity[/card_label_priorities_right] [card_title_attitude]Posting frequency[/card_title_attitude] [card_label_attitude_left]Lower[/card_label_attitude_left] [card_label_attitude_right]Higher[/card_label_attitude_right] [card_title_risk]Motivation/Interest[/card_title_risk] [card_label_risk_left]Passive[/card_label_risk_left] [card_label_risk_right]Active[/card_label_risk_right]

CLASSIFIED
”Talk to me (privately)!”

Emotional driver
Comfort/Pragmatism

Features:
- Seek contact and interact selectively
- They are open or closed to new relationships depending on the context

Comfort / Need for pragmatism

[/card_driver] [card_descripcion]
  • Use their profiles as a tool to maintain contact and interact digitally with relationships already established outside of networks.
  • Can be open or reserved about new connections, depending on how interesting they find the digital link.
[card_description] [card_financial_life]

[card_financial_life] [card_tooltip_management]Share the minimum to protect their identity and maintain authenticity.[/card_tooltip_management] [card_tooltip_vision]What little they show is cryptic and carefully chosen.[/card_tooltip_vision] [card_tooltip_priorities]Their privacy stems from a desire for authenticity and exclusivity.[/card_tooltip_priorities] [card_tooltip_attitude]They don't post content, but use social media to interact.[/card_tooltip_attitude] [card_tooltip_risk]Although they are private, they actively participate in digital conversations.[/card_tooltip_risk] [card_metrics management="15" vision="10" priorities="90" attitude="15" risk="80"] [card_title_management]Physical and digital identity[/card_title_management] [card_label_management_left]Separate[/card_label_management_left] [card_label_management_right]Intertwined[/card_label_management_right] [card_title_vision]Image and content[/card_title_vision] [card_label_vision_left]Conceptual[/card_label_vision_left] [card_label_vision_right]Explicit[/card_label_vision_right] [card_title_priorities]Privacy[/card_title_priorities] [card_label_priorities_left]For security[/card_label_priorities_left] [card_label_priorities_right]For exclusivity[/card_label_priorities_right] [card_title_attitude]Posting frequency[/card_title_attitude] [card_label_attitude_left]Lower[/card_label_attitude_left] [card_label_attitude_right]Higher[/card_label_attitude_right] [card_title_risk]Motivation/Interest[/card_title_risk] [card_label_risk_left]Passive[/card_label_risk_left] [card_label_risk_right]Active[/card_label_risk_right]

ASPIRATIONAL
”Admire me!”

Emotional driver
Adaptation/Reciprocity

Features:
Seeks admiration
- They are open and connect on social media.

TRANSPARENT
”Talk to me!”

Emotional driver
Curiosity/Exploration

Features:
- Seeks contact and communication
- They are open to new social media connections

ABSTRACT
”Find out for me!”

Emotional driver
Belonging/Personalization

Features:
Generate intrigue and interest in forming a relationship
They are open to relationships via social media as long as they are with acquaintances.

Romantic
”Get to know me!”

Emotional driver
Nostalgia/Depth

Features:
Seeks to record his/her life and maintain connections
They are relatively closed off to new connections but like to reconnect via social media.

RESERVED
”Tell me!”

Emotional driver
Caution/Safety

Features:
- They seek to stay connected and aware of their context
- They are closed to new relationships from social media

CLASSIFIED
”Talk to me (privately)!”

Emotional driver
Comfort/Pragmatism

Features:
- Seek contact and interact selectively
- They are open or closed to new relationships depending on the context

ASPIRATIONAL
"Admire me!"

Emotional driver

Adaptation / Need for Reciprocity.

Description

  • Hopes that their profiles will be admired by people.
  • They tend to be open to forming new relationships and connecting through social media.

Social media interaction

Physical vs. digital identity

Separated

Joint

Image and content

Conceptual

Explain

Privacy

For safety

For exclusivity

Publishing frequency

Minor

Mayor

Motivation/Interest

Passive

Active

TRANSPARENT
"Talk to me!"

Emotional driver

Curiosity / Exploration

Description

  • Seek for their profiles to be able to maintain open and constant contact and communication with others.
  • He is extremely open to forming relationships, whether through acquaintances or completely new connections.

Social media interaction

Physical vs. digital identity

Separated

Joint

Image and content

Conceptual

Explain

Privacy

For safety

For exclusivity

Publishing frequency

Minor

Mayor

Motivation/Interest

Passive

Active

Abstract
"Find out for me!"

Emotional driver

Belonging / Customization

Description

  • Aim for their profiles to generate intrigue and interest in other people.
  • They tend to be open to forming new relationships, as long as they are acquaintance-level connections.

Social media interaction

Physical vs. digital identity

Separated

Joint

Image and content

Conceptual

Explain

Privacy

For safety

For exclusivity

Publishing frequency

Minor

Mayor

Motivation/Interest

Passive

Active

ROMANTIC
"Meet me!"

Emotional driver

Nostalgia / Depth

Description

  • It seeks for your profiles to function as a record of your life and your relationships, and as a way to preserve the connections you already have.
  • She tends to avoid new connections but shows more openness to reconnecting with people she knows.

Social media interaction

Physical vs. digital identity

Separated

Joint

Image and content

Conceptual

Explain

Privacy

For safety

For exclusivity

Publishing frequency

Minor

Mayor

Motivation/Interest

Passive

Active

RESERVED
"Tell me!"

Emotional driver

Caution / Safety

Description

  • Their profiles serve as a way to stay updated and connected with their environment.
  • Is it closed to making new relationships through social networks?.

Social media interaction

Physical vs. digital identity

Separated

Joint

Image and content

Conceptual

Explain

Privacy

For safety

For exclusivity

Publishing frequency

Minor

Mayor

Motivation/Interest

Passive

Active

CLASSIFIED
"Talk to me (privately)!"

Emotional driver

Comfort / Pragmatism

Description

  • Use their profiles as a tool to maintain contact and interact digitally with relationships already established outside of networks.
  • Can be open or reserved about new connections, depending on how interesting they find the digital link.

Social media interaction

Physical vs. digital identity

Separated

Joint

Image and content

Conceptual

Explain

Privacy

For safety

For exclusivity

Publishing frequency

Minor

Mayor

Motivation/Interest

Passive

Active

ROMANTIC
"Meet me!"

Emotional driver

Nostalgia / Depth

Description

  • It seeks for your profiles to function as a record of your life and your relationships, and as a way to preserve the connections you already have.
  • She tends to avoid new connections but shows more openness to reconnecting with people she knows.

Social media interaction

Physical vs. digital identity

Separated

Joint

Image and content

Conceptual

Explain

Privacy

For safety

For exclusivity

Publishing frequency

Minor

Mayor

Motivation/Interest

Passive

Active

How do the needs for interaction manifest in archetypes?

When we talk about interaction on digital platforms as intermediaries/facilitators of interpersonal relationships, each archetype has different needs to generate a sense of satisfaction in their use.

The graph shows the level of importance of the need for interaction for each archetype.

DOWNLOAD THE FULL REPORT
Importance level of the need for interaction in the archetype
Base map Transparent Aspirational Overconfident Idealism Abstract Classified Reserved






DOWNLOAD THE FULL REPORT

Best practices for interaction needs

Digital platforms not only connect, they also shape identity. In this space, different needs arise depending on the user's level of engagement:

DOWNLOAD THE FULL REPORT

CAUTION
Private profile

Bumble

It meets the need for caution by providing tools for users to control their exposure and desired interactions, creating safer and more respectful environments. A best practice for this need is Bumble, a dating and friendship app that allows women to initiate conversations. It offers features like Incognito Mode (available with Bumble Premium), which hides profiles until the user chooses to interact, and allows users to control who can see their profile, helping to avoid unwanted interactions. It generates engagement in the reserved archetype.

CURIOSITY
Transparent profile

Happn

It fulfills the need for curiosity, opening possibilities to discover and connect with people through everyday life, based on real coincidences that spark genuine interest. A best practice for this need is Happn, a dating app that uses location to show matches based on shared routes and habits. It allows users to see common places, which creates authentic starting points for conversations and fosters more transparent connections within the community. It generates engagement within the transparent archetype.

PERSONALIZATION
Abstract profile

Tumblr

It fulfills the need for customization, offering tools that allow users to shape their digital experience and expressive identity in a unique way. A best practice for this need is Tumblr, a platform that provides full control over content design and distribution, whether through HTML or pre-designed templates. This flexibility allows each user to create a visually distinctive space, adapted to their style and narrative. It generates engagement in the abstract archetype.

RECIPROCITY
Aspirational profile

TikTok

It fulfills the need for reciprocity by fostering more symmetrical digital relationships in which users not only consume but also respond and feel seen. A best practice for this need is TikTok, a platform that allows users to respond to comments with new videos, generate collaborative duets, and hold live video calls. These features encourage active exchange and strengthen the emotional connection between creators and audiences. It generates engagement in the aspirational archetype.

Nostalgia
Romantic profile

Moment

It fulfills the need for nostalgia by allowing users to relive, organize, and reframe personal memories through an intimate and emotional experience. A best practice for this need is Momento, an intelligent private diary that connects to social media to automatically collect user activity. It organizes moments into notes, photos, videos, and chronological summaries, helping to build a personal narrative over time. It generates engagement in the romantic archetype.

COMFORT
Classified profile

Instagram

It meets the need for convenience, providing the ability to use platforms as tools that facilitate pre-established interpersonal relationships. It facilitates interaction with private chats, story replies, message effects, and offers video calls with options such as watching videos together and using filters, similar to Instagram. Generates engagement in the classified archetype.

What actionable steps can be implemented to improve engagement?

Just as platforms design features to facilitate interactions, they can also create actionable strategies to measure and enhance the engagement level of each user type.

DOWNLOAD THE FULL REPORT