The future of social is bringing people together. It all started with rudimentary tools and the naive optimism that a more connected world would lead to a better one. The idea was that everyone would have a voice and be able to share their true selves. However, as social media evolved, likes and follows became the dominating factors in how we perceive ourselves and how we interact with others. Social interactions have turned into social competitions, and people no longer share their true selves on their feeds or "media channels".

The future of social is bringing people together. It all started with rudimentary tools and the naive optimism that a more connected world would lead to a better one. The idea was that everyone would have a voice and be able to share their true selves. However, as social media evolved, likes and follows became the dominating factors in how we perceive ourselves and how we interact with others. Social interactions have turned into social competitions, and people no longer share their true selves on their feeds or "media channels".

Recognizing this shift, Facebook is repositioning its efforts around more private communications. Private conversations allow people to express more of their true selves and share more authentically. The focus is shifting from media channels to personal connections. It is about going beyond the superficial and creating meaningful experiences together.

In today's social landscape, the main revenue driver for top social companies is advertising. These companies rely on users spending more time on their apps to generate revenue. However, revenue models built on time spent are zero-sum business models. They are not sustainable in the long run.

The next wave of social products is not going to be about media; it's going to be about experiences. The focus will be on doing something with friends and creating lasting memories. Connection and inclusion will be the key factors in the success of these new social experiences.

One area that shows great promise for the future of social is audio. Audio apps have gained popularity in recent years, especially with the rise of podcasts. Listening to someone's voice is personal and creates a different kind of connection. It's about ideas and intellectual stimulation rather than visuals. The emotional impact of audio is inherently social, whether it's the swell of a concert, a baby's laugh, or the roar of a stadium crowd.

While audio apps may have started with podcasts and audiobooks, we are just scratching the surface of what is possible. Clubhouse, for example, is a social audio platform that combines elements of a conference call, a podcast, and a live talk show. It provides a unique and engaging social experience that is both ephemeral and public.

As we look to the future of social audio, three themes emerge: innovation in content format, the evolution of the business model, and the growing ubiquity of audio. There are endless possibilities for new and cohesive products by mixing and matching different attributes. Perhaps we will see long-form audio content focused on high-quality education or short stories from prominent authors.

One significant shift that the audio industry is experiencing is the monetization of creators. In an ad-driven world, creators have generally under-monetized their audiences. However, fans of creators are often willing to pay more for exclusive content. The future of social audio will likely involve native monetization, unlocking new opportunities for creators and social companies.

Just as previous innovations in communication technology have shaped our world, the next decade of audio innovation will be just as impactful. It will drive forward new product categories, consumer demands, and social interactions. The future of social is not just about media; it's about creating meaningful experiences, connecting with others, and embracing the power of audio.

In conclusion, the future of social lies in bringing people together through meaningful experiences. This can be achieved by shifting the focus from media channels to personal connections and creating social audio experiences. To embrace this future, here are three actionable pieces of advice:

1. Prioritize authenticity: Encourage users to share their true selves and create genuine connections. Move away from the competition of likes and follows and focus on building meaningful relationships.

2. Embrace audio innovation: Explore the possibilities of social audio and its unique ability to create personal connections. Invest in the development of new audio formats and platforms that foster engaging and immersive experiences.

3. Reimagine monetization: Rethink traditional revenue models and explore native monetization options for creators. Allow fans to support their favorite creators directly and create a sustainable ecosystem for social audio.

By following these pieces of advice, social companies can pave the way for a future where social experiences are truly inclusive, authentic, and memorable. The future of social is about bringing people together, and it's up to us to shape that future.