The Future of Social: From Likes to Real Experiences

The Future of Social: From Likes to Real Experiences

In the early days of social media, the tools were rudimentary and the builders were naively optimistic. They believed that a more open and connected world would naturally lead to a better world, as everyone would have a voice. However, as time went on, we began to realize that the impact of social media on our lives was not all positive. Likes and follows started to dominate our perception of ourselves, and social interactions became distorted into social competitions.

Now, we find ourselves living in a world where our online personas are carefully curated, and people rarely share their true selves. The rise of social media as a platform for self-expression has ironically led to a loss of authenticity. Recognizing this, even Facebook, the social media giant, is repositioning its efforts around more private communications. They have realized that in private conversations, people tend to express more of their true selves and share more than they do on their public feeds or "media channels."

It's important to understand that the main revenue driver for top social companies today is advertising. And a major factor in advertising revenue is the amount of time users spend on the app. This has led to the development of revenue models that are built on time spent, but these models are essentially zero-sum business models. In other words, the more time you spend on one app, the less time you have to spend on another. This competition for users' time has created a highly competitive and often addictive social media landscape.

But amidst all of this, there is a glimmer of hope. The next wave of social products is not going to be about "media" anymore. It's going to be about experiences. And this is something to be excited about. True social experiences are about doing something with friends, whether it's going to a concert together, eating dinner, or simply hanging out at someone's apartment. These are the moments that truly matter, both in the best of times and the worst of times. These are the moments that create the best memories.

Connection and inclusion are at the heart of these real experiences. When we come together with others, we feel a sense of belonging and fulfillment. These experiences allow us to truly be ourselves and to form deeper, more meaningful relationships. In a world that often feels disconnected and fragmented, these moments of connection are invaluable.

So, what can we do to shift our focus from likes to real experiences? Here are three actionable pieces of advice:

1. Prioritize offline interactions: Make a conscious effort to spend more time with friends and loved ones in real life. Plan activities, outings, and get-togethers that foster genuine connections and create lasting memories. Remember that the quality of time spent together matters more than the quantity.

2. Embrace vulnerability: In our online personas, we often present only the best versions of ourselves. But true connections are built on vulnerability and authenticity. Be willing to share your true self with others, and encourage them to do the same. This vulnerability will deepen your relationships and create a more meaningful social experience.

3. Explore new social platforms: As the landscape of social media evolves, new platforms are emerging that prioritize real experiences over superficial engagement. Seek out these platforms and explore what they have to offer. Join communities centered around shared interests or activities, and connect with like-minded individuals who are also seeking genuine connections.

In conclusion, the future of social is shifting from likes and follows to real experiences. The current dominance of social media has created a distorted perception of ourselves and a competitive landscape built on advertising revenue. However, there is hope as social media companies recognize the need for more private and authentic connections. By prioritizing offline interactions, embracing vulnerability, and exploring new social platforms, we can break free from the confines of superficial engagement and truly connect with others. Let's embrace this shift and create meaningful social experiences that enrich our lives.