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.

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”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_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.
[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_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.
[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_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.
[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_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?.
[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_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.
[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.

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Importance level of the need for interaction in the archetype
Base map Transparent Aspirational Overconfident Idealism Abstracto Clasificado Reservado






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Best practices por necesidad de interacción

Las plataformas digitales no solo conectan, también moldean la identidad. En este espacio, surgen distintas necesidades según el nivel de compromiso del usuario:

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CAUTELA
Perfil reservado

Bumble

Cumple con la necesidad de cautela, al brindar herramientas para que el usuario tenga control sobre su exposición y las interacciones que desea permitir, creando entornos más seguros y respetuosos. Una best practice de esta necesidad es Bumble, app de citas y amistad que permite a las mujeres iniciar la conversación. Ofrece funciones como el Modo Incógnito (disponible en Bumble Premium), que oculta perfiles hasta que el usuario decide interactuar, y permite controlar quién puede ver su perfil, ayudando a evitar interacciones no deseadas. Genera engagement en el arquetipo reservado.

CURIOSIDAD
Perfil transparente

Happn

Cumple con la necesidad de curiosidad, abriendo posibilidades para descubrir y conectar con personas desde lo cotidiano, basándose en coincidencias reales que despiertan interés genuino. Una best practice de esta necesidad es Happn, app de citas que utiliza la ubicación para mostrar coincidencias basadas en trayectos y hábitos compartidos. Permite ver sitios en común, lo que genera puntos de partida auténticos para entablar una conversación y fomenta conexiones más transparentes dentro de la comunidad. Genera engagement en el arquetipo transparente.

PERSONALIZACIÓN
Perfil abstracto

Tumblr

Cumple con la necesidad de personalización, ofreciendo herramientas que permiten a los usuarios moldear su experiencia digital y su identidad expresiva de forma única. Una best practice de esta necesidad es Tumblr, plataforma que brinda control total sobre el diseño y distribución del contenido, ya sea mediante HTML o a través de plantillas prediseñadas. Esta flexibilidad permite que cada usuario cree un espacio visualmente distintivo, adaptado a su estilo y narrativa. Genera engagement en el arquetipo abstracto.

RECIPROCIDAD
Perfil aspiracional

TikTok

Cumple con la necesidad de reciprocidad, al fomentar relaciones digitales más simétricas en las que los usuarios no solo consumen, sino también responden y se sienten vistos. Una best practice de esta necesidad es TikTok, plataforma que permite responder a comentarios con nuevos videos, generar duetos colaborativos y mantener videollamadas en vivo. Estas funciones impulsan un intercambio activo y fortalecen la conexión emocional entre creadores y audiencias. Genera engagement en el arquetipo aspiracional.

NOSTALGIA
Perfil romántico

Momento

Cumple con la necesidad de nostalgia, al permitir revivir, ordenar y resignificar recuerdos personales desde una experiencia íntima y emocional. Una best practice de esta necesidad es Momento, un diario privado inteligente que se conecta con redes sociales para recopilar automáticamente la actividad del usuario. Organiza momentos en notas, fotos, videos y resúmenes temporales, ayudando a construir una narrativa personal a lo largo del tiempo. Genera engagement en el arquetipo romántico.

COMODIDAD
Perfil clasificado

Instagram

Cumple con la necesidad de comodidad, brindando la posibilidad de usar las plataformas como herramientas que faciliten las relaciones interpersonales pre-establecidas. Facilita la interacción con chats privados, respuestas a historias, efectos en mensajes, y ofrece videollamadas con opciones como ver videos juntos y usar filtros, como lo hace Instagram Genera engagement en el arquetipo clasificado.

¿Qué accionables se pueden implementar para mejorar el engagement?

Así como las plataformas diseñan funciones para facilitar interacciones, también pueden crear estrategias de accionables para medir y potenciar el nivel de compromiso de cada tipo de usuario.

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