Hopeful Social Media Apps: Escaping Doomscrolling

The Evolution of Social Connection Online

Zehra Naqvi reflects on the formative era of early social networking platforms.

Her formative years in the early 2010s were spent immersed in the fandoms surrounding One Direction and Marvel. This period coincided with the rise of Instagram, characterized by the widespread use of filters like Valencia for sharing images, and a Twitter that functioned as a hub for shared humor and cultural commentary.

A Shift in the Social Landscape

Currently, Instagram is largely populated by influencers, while Twitter has been rebranded as X, evolving into a digitally-driven public forum often marked by significant political polarization.

“The platforms that ultimately achieved dominance prioritized maximizing user screen time over fostering genuine connection,” Naqvi explained to TechCrunch. “A surplus of content now exists, yet authentic enjoyment feels increasingly scarce.”

The Rise of Interest-Based Communities

However, a change is underway. Naqvi is actively involved in a new iteration of social media – one centered around interests and specialized online communities.

This month saw the announcement of her company, Lore, a platform designed to assist fans in staying current with their respective fandoms.

There's a growing desire among users to reduce their engagement with generalized platforms such as Facebook, Instagram, and Twitter, and instead participate in online communities specifically curated to align with their passions, she posits.

Venture Capital and the Future of Community

Natalie Dillon, a consumer investor at Maveron, notes a discernible trend of founders concentrating on building networks focused on shared interests.

“Fundamentally, consumer behavior is demonstrating a move away from performative social media and toward active participation,” Dillon stated to TechCrunch. “For the upcoming generation, community isn’t simply an added feature to a product; it *is* the product itself.”

Examples of Participatory Platforms

She cites examples like Beli, an application enabling users to share preferred restaurants with their social circle, and Fizz, which connects individuals attending the same university.

Additional examples include Co-Star, an app facilitating connections based on astrological compatibility, and Partiful, a platform designed to help users coordinate events with friends.

Reclaiming the Joy of Early Social Media

These are the types of interactive applications Naqvi aims to create – mirroring the spirit of the early social internet before it “became fragmented and lacking in genuine enjoyment.”

“Specialized spaces empower individuals to be authentic and express their complete selves without being overshadowed by algorithmic pressures,” she asserted.

Depth Over Breadth

Previous generations of social media companies pursued success through expansion – more followers, greater reach, increased visibility. However, a growing number of founders and users are arriving at a different conclusion: perhaps there won't be a single dominant social media application.

Instead, a multitude of platforms may emerge.

Perhaps this is the core realization.

“The key lesson we’ve learned is that the quality of connection is more valuable than the sheer quantity of users,” Naqvi concluded.

The Rise of Specialized Online Communities

Private online groups, such as those found on platforms like Reddit, Discord, and Facebook, have long been established. Similarly, on X, following specific accounts offered access to distinct online environments, like those centered around technology or Black culture.

However, the algorithms of major platforms prioritize content curation, presenting users with more of what they are predicted to enjoy. Content creators also contribute to this dynamic, actively promoting trends and discussions to maximize visibility and engagement.

Naqvi observed that a point of saturation has been reached, with many individuals expressing fatigue towards endless scrolling and superficial content.

Claire Wardle, an associate professor at Cornell University specializing in information ecosystems, posits that the era of expansive, generalized social media sites like Facebook is concluding.

Wardle notes growing user concerns regarding time spent online, content moderation practices, the prevalence of politically charged environments, and the enduring nature of social media posts.

Despite this trend, notable exceptions exist. TikTok, based in Beijing, has experienced substantial growth and faced a brief ban in the U.S. due to concerns about its potential influence. Facebook’s Threads has also amassed over 400 million monthly active users.

Nevertheless, these platforms originated within the framework of what is now considered the “last generation” of social media. Wardle characterizes TikTok as a “broadcast-style” platform.

“This format caters to those who actively seek attention,” Maya Watson, the founder of the recently closed social media site Why?!, explained. She is currently developing a new application. “The majority of users simply desire a sense of community, not the pressure of content creation.”

Community-Focused Networks Gain Traction

Alphonzo Terrell’s social network, Spill, has achieved success by prioritizing community building.

Spill emerged as a safe haven for Black X users following an increase in extremist activity. Terrell detailed how Spill’s design evolved from simply delivering content to connecting users with relevant communities.

For instance, fans of the WNBA can join a dedicated group. Spill also features games, such as Spades, a popular game within the Black community, and collaborates with streaming services like Netflix, Amazon, and Paramount for co-viewing events called “Tea Parties.”

Terrell shared with TechCrunch that the future of social media lies not in maximizing follower counts, but in fostering meaningful connections and helping individuals find their niche.

Many Black users have also migrated to Blacksky, founded by Rudy Fraser. Blacksky is being built as an open-source network utilizing the same protocol and distribution network as Bluesky.

An online tracker utilizing the Bluesky API indicates that Bluesky’s user base is approaching 40 million. Wardle identifies the network as representative of the growing trend of online communities seeking content aligned with their political viewpoints, given Bluesky’s left-leaning orientation.

However, Blacksky goes further in its approach.

It specifically targets minority and marginalized groups and incorporates an algorithm designed to filter out racial harassment. Unlike X, where blocking one abusive user may be followed by encountering another, Blacksky allows users to comprehensively filter their timelines, creating a personalized social media experience.

“There are times when a global platform is necessary, but often people simply desire a comfortable space with trusted online friends where they control what is seen,” Fraser explained to TechCrunch.

Users retain ownership of their data and can choose to host it on Blacksky rather than Bluesky, granting them control over content access.

Furthermore, Fraser stated that community members collectively vote on key decisions, such as community guidelines and whether to allow non-Black users to participate.

“Previously, users have had to choose between the instability of the fediverse or closed platforms lacking control,” Fraser noted. (The fediverse is a network of open social web services built on the ActivityPub protocol.)

“We are demonstrating that with the AT Protocol, a positive user experience, enjoyable online interactions, and genuine autonomy can coexist,” Fraser concluded.

Additional Trends Attracting Investor Attention

The influence of artificial intelligence is significantly shaping the development of highly specialized online communities.

Austin Clements, managing partner at Slauson & Co., observes that entrepreneurs are leveraging AI to create applications capable of discerning subtle nuances. This goes beyond simply establishing niche social networks, evolving into customized user experiences.

He explained to TechCrunch that these newer applications are designed specifically for their target niche, allowing them to incorporate the most pertinent tools and features. In many cases, the functionality precedes the social aspect, with the latter being referred to as the “community.”

Naqvi’s platform incorporates an AI-powered tool, though specific details remain undisclosed. Her product functions as a search engine designed to facilitate exploration of the internet.

It delivers an engaging, interactive experience by linking to fan theories, relevant cultural information, and hidden details. Personalized graphs are generated, fandom updates are provided, and users receive monthly reports detailing their interests.

“A beta tester aptly described it as ‘Wikipedia, but with the ability to anticipate my thoughts,’” Naqvi stated, adding that her users affectionately call her “Mother Lore.”

Emily Herrera, a consumer investor formerly with Slow Ventures, highlights that creators, such as Naqvi, are now central to this evolving social media landscape.

These creators are shifting away from simply participating in a “broadcast” model and are instead focused on constructing environments where they have ownership, with newsletters serving as a prime example of this shift.

Dani Tran, a principal at BITKRAFT Ventures, also notes the increasing prominence of “niche passion communities” within the gaming sector, citing Superbloom, a gaming studio focused on underserved audiences, as a relevant case study.

“Looking forward, the most dynamic social communities will be those built around interactive experiences,” she predicts.

Dillon of Maveron further elaborated on this point. “Success will be found on platforms that effectively integrate intimacy, utility, and creativity into a single ecosystem,” she said. “These platforms will deviate from traditional social networks, resembling instead multiplayer environments where users can create, purchase, and feel a sense of belonging simultaneously.”

As Naqvi succinctly put it: Individuals “desire tools that rekindle the enjoyment they once found online.”