Digital Kinship: How the Internet Is Reacting to the Loneliness Epidemic

Digital Kinship: How the Internet Is Reacting to the Loneliness Epidemic

For thousands of years, humans lived in tribes that defined kinship not as something biological, but as something you create. Today, people have fewer places to congregate, converse, and find belonging. Research has shown that “third places”—communal gathering spots that aren’t your home or office—are critical to social connection. A recent survey found that nearly half of Americans always or sometimes feel alone (46%) or left out (47%). Over half—54%—feel that no one knows them well. Across the Atlantic, half of Brits over 65 consider the television or a pet to be their main source of company.

From 1970 to 2012, the share of households consisting of married couples with kids was cut in half. Single-person households rose from 13% to 28%. A century ago, 75% of Americans older than 65 lived with relatives; by 1990, only 18% did. If the last 50 years saw a shift to the individual, the next 50 will see a shift to the collective—and digital connections will be the driving force of that sea change.

The internet has become a lifeline for those seeking connection and belonging. Social eating and livestream sleeping both reflect the internet’s shift to authenticity and always-on creation and consumption. The lines between the physical and digital dissolve, and online friends become as important as real-world friends. Relatability has become the heart of a creator’s appeal, a far cry from the aspiration and elusiveness desired in celebrities of past eras.

In the digital age, people are craving belonging more than ever before. If the 2010s were about people’s need for “status” online—manifesting in curated Instagram feeds and filtered selfies—then the 2020s are about people’s need for “belonging". This need for belonging has given rise to platforms like Bilibili, which is essentially a hub for interest-based communities. Bilibili originated as a place for anime enthusiasts but has since expanded to music, dance, science, film, fashion, and more.

What sets Bilibili apart is how engaged and retentive its communities are. In order to join a Bilibili community, users must pass a 100-question test. This built-in friction means that communities are comprised only of superfans, resulting in 80% of users retaining after 12 months. However, it raises the question of how to create FOMO or internal desire to overcome the friction in the onboarding process. Perhaps attracting favorite creators to the platform could be a way to entice users to overcome the initial hurdles.

The shift towards community-centricity is not limited to Bilibili. In every sector, people are clamoring for human interaction and meaningful connection. Education companies, for example, are incorporating community into their products. The best education companies will not only provide knowledge but also facilitate connections and foster a sense of belonging among learners.

The digital landscape has also given rise to platforms like TikTok and Clubhouse, which connect us with strangers and create communities around us that we didn’t even know we craved belonging to. Through AI-powered algorithms, people are discovering connections with strangers based on shared interests and values. These platforms have become a gateway to finding and nurturing online relationships.

Experts emphasize that a central component of a third-place social ecosystem is familiarity, but not intimacy. The best internet companies will be built to help people discover and nurture these online relationships. By creating spaces that foster conversation, collaboration, and a sense of belonging, these companies can help combat the loneliness epidemic by providing the social connection that people crave.

In conclusion, the internet has become a powerful tool in combating the loneliness epidemic. By tapping into the human need for belonging, platforms like Bilibili, TikTok, and Clubhouse are creating digital kinship and providing a sense of community. To fully harness the power of digital connections, here are three actionable pieces of advice:

1. Build friction into community onboarding: By creating a sense of exclusivity, platforms can attract superfans and increase user retention. Implementing a process that requires effort to join can create a sense of FOMO and desire to overcome the hurdles.

2. Incorporate community into products and services: Whether it's education, entertainment, or any other sector, incorporating community into the offering can enhance the user experience and foster meaningful connections. By facilitating interaction and collaboration, companies can provide more than just a product or service.

3. Foster familiarity and relatability: People crave familiarity in online relationships, but not necessarily intimacy. By creating spaces that allow for relatability and shared interests, companies can help users discover and nurture online connections.

In the digital age, the internet has the power to bridge the gap between individuals and create a sense of belonging. By recognizing the importance of digital connections and incorporating community into online experiences, we can combat the loneliness epidemic and foster a sense of kinship in the digital realm.