The Future of Social: Bringing People Together in a World Dominated by Likes and Follows

The Future of Social: Bringing People Together in a World Dominated by Likes and Follows

In the early days of social media, the goal was simple: to bring people together in a more open and connected world. The tools were rudimentary, but the builders were naively optimistic that this new form of communication would lead to a better world where everyone had a voice. However, as time went on, we began to see the negative effects of social media on our perception of ourselves and our social interactions.

In today's world, likes and follows dominate our perception of self-worth. When everyone becomes a media channel, people feel the pressure to present an idealized version of themselves rather than their true selves. Social interactions have become warped into social competitions, as we strive for more likes and followers. Recognizing this issue, Facebook itself is repositioning its efforts around more private communications. It is in private conversations that people feel comfortable expressing their true selves and sharing more authentic experiences than they do on their feeds or "media channels."

It is clear that the current revenue models for top social companies, which primarily rely on advertising, are not sustainable in the long run. These models are built on the premise of maximizing the time users spend on the app, creating a zero-sum game where users compete for attention. This focus on time spent detracts from the real experiences that bring people together – going to concerts together, sharing meals, or simply hanging out with friends. These are the moments that create lasting memories and foster genuine connections.

The next wave of social products will shift away from the focus on "media" and instead prioritize creating meaningful experiences. This shift is exciting because it aligns with our innate desire to do things with friends and share those experiences. It taps into the power of connection and inclusion, recognizing that true social interaction goes beyond virtual likes and follows.

But what about the vast amount of subjective content that exists online? Roughly half of our search activity falls into the category of "subjective searches." These searches are not for facts or specific results; instead, they revolve around ideas, opinions, recommendations, advice, and conversations. The best subjective search content often resides on forums, long-tail blogs, social media, and review sites – platforms where people freely interact and share their thoughts.

This presents a trillion-dollar opportunity. Currently, subjective search content is not readily surfaced on traditional search engines like Google, which rely on SEO-optimized websites and big media publications. However, the demand for subjective search is growing, as people seek access to other perspectives and a deeper understanding of the world. Platforms like Reddit, Twitter, HackerNews, TikTok, and Pinterest have become popular for subjective searches precisely because they allow for open and interactive conversations.

Google will face the innovator's dilemma as its business model heavily relies on displaying a page of links filled with keyword auctions and pay-per-click ads. The shift towards subjective search will likely start in domains where Google is weakest, and in categories where accuracy is less critical, such as fashion, food, and entertainment. This shift makes sense, as subjective search does not require absolute accuracy but instead thrives on diverse perspectives and personal experiences.

So, what can be done to capitalize on this trillion-dollar opportunity and reshape the future of social? Here are three actionable pieces of advice:

1. Create platforms that prioritize fun and interactive conversations: When users come in search of something specific, they should be greeted with not only relevant results but also opportunities for entertainment and engagement. Incorporating features like commenting and gamification can make the search experience more enjoyable and encourage users to stay longer.

2. Empower users with customizable control: Users should have the ability to personalize their search experience by customizing the algorithm, results, and user interface. For example, they should be able to choose which sources or websites to include or exclude from their search results. Additionally, incorporating downvote and upvote features can help surface the most relevant and trustworthy content.

3. Embrace social elements: Social media has shown the power of connecting people, so why not bring that same sense of connection to subjective search? Allowing users to see what their friends or people they follow are searching and interested in can create a sense of community and enable the sharing of valuable information. Furthermore, giving users the ability to curate and share their own taste boards or collections of interesting content can foster ongoing conversations and engagement.

In conclusion, the future of social lies in bringing people together in meaningful experiences rather than focusing solely on media. This shift aligns with our innate desire for connection and inclusion. Additionally, the trillion-dollar opportunity presented by the growth of subjective search highlights the need for platforms that prioritize diverse perspectives and interactive conversations. By incorporating fun and interactive elements, empowering users with customizable control, and embracing social elements, we can reshape the future of social and create a more authentic and enriching online experience. Welcome to Glasp, where the future of social begins.