Friends, followers, and fictional companions
Quantifying connection
Social networking has evolved from simple connection tools to complex creation, performance, and AI interaction ecosystems. This transformation represents one of the digital era's most profound cultural shifts.
Early social networks like Facebook and Twitter were designed to help people connect with friends, family, and communities. However, with the rise of influencer culture - bolstered by platforms like TikTok and Instagram - social networks have evolved from casual hangouts to dynamic stages for creativity and expression.
Many users' primary motivation today is to build an audience, generate engagement, and grow a personal brand for evident upsides. But, as a result, content creation has become the central driver of social media activity, while interpersonal connections have taken a backseat. The measure of success is no longer the ‘quality’ of engagement but the quantity, as likes, followers, and shares have become the dominant metrics of value.
Tomorrow's breakthrough platforms will succeed by challenging today's metrics-driven paradigm. Rather than building more addictive experiences, they'll reimagine what "social" means in a world where human and artificial connections increasingly blur.
But can we ever have a David vs. Goliath moment for social networks? Let's explore.
The futility of replicating established platforms
This change in value proposition has created significant barriers for new entrants in the social networking space. The core use cases of social media — sharing thoughts and experiences — are already being effectively addressed by the currently established platforms. New social apps face the challenge of acquiring users and the uphill task of persuading them to abandon platforms where their content history is intricately woven into the algorithms.
Recent attempts to break into this space illustrate just how difficult it is. Platforms like Airchat, Clubhouse, and Threads, despite being launched by high-profile founders and backed by significant resources, have struggled with long-term user retention. It’s important to note here that the issue isn’t necessarily with the platforms themselves but with the broader market dynamics. Without a compelling and differentiated reason to switch, most remain reluctant to migrate.
Interestingly, even established platforms struggle when attempting to redefine their identity. When Elon Musk rebranded Twitter to X, the platform’s essence remained unchanged in users’ minds. This highlights an often-overlooked challenge for new platforms: users aren’t just attached to a product; they’re invested in the relationships it facilitates.
Another observation to make here is that many social features have now been integrated into apps that are non-social in the conventional sense. Platforms have embedded social components into their core offerings without it being the only value proposition.
Spotify allows users to create and share Blend playlists with friends. Strava gamifies running by allowing users to track and compare workouts with others. IMDB enables users to engage with friends' reviews and ratings. Even in gaming environments, Fortnite and Roblox have become hubs for social interaction. In these cases, the social component enhances the core functionality of the platform rather than defining it.
While new social networks face significant barriers to entry, there remain viable pathways to success through differentiation and innovation. Rather than attempting to replicate the functionality of established platforms, emerging networks can identify underserved niches or create entirely new interaction paradigms. BeReal captured attention by emphasising authenticity over performance, which directly countered the influencer-driven model dominating mainstream platforms. Discord thrived by focusing on gaming communities with distinct needs.
Belonging in the age of AI companions
We can't have this conversation without understanding the impact of AI on how people communicate today. We know that AI will truly have made it the day people have actual AI best friends and significant others - and we know that day is not far off. AI companies have already started building "social media" platforms. It's ironic to call these platforms social in any way since they're not enabling human interaction, but they're igniting that same feeling of belonging and connection in people.
Character.ai has done a phenomenal job of engaging people with AI - users spend hours chatting with celebrity characters, making up random scenarios with fictional character bots, or getting advice from "decision-helper bots." These AI bots capture context, tonality, and even voice with remarkable accuracy and add a personal touch to conversations. Many newer startups are exploring similar concepts - mainly with voice companions. Startups like Fest are building "2 AM AI best friends" that will chat with you as if your childhood best friend is on the other side of the phone whenever you need them.
Personalisation and voice are the two big themes for AI social networks, and the race to win has just begun.
Tomorrow’s social landscape breaks free from today’s paradigms
The future belongs not to those who replicate existing models but to those who reconnect us to authentic communities. The next revolution may not call itself a social network, but it will fulfill our fundamental need for meaningful connection in digital spaces.
In the end, the future of “social” may lie not in bigger networks, but in deeper ones.