Zehra Naqvi reflects on the early 2010s’ social internet era, characterized by authentic fandoms and genuine cultural exchanges. Platforms like Instagram and Twitter were once spaces for connection and shared enthusiasm rather than relentless scrolling and influencer-driven content. Today, mainstream platforms such as Instagram have evolved into influencer-dominated ecosystems, while Twitter’s transformation into X has intensified political polarization. Naqvi notes, “The platforms that won were the ones that kept people scrolling the longest, not the ones that made them feel the most connected.” This shift has led to an abundance of content but a scarcity of joy, fueling a growing desire for social media that fosters genuine community rather than passive consumption.
Rise of Interest-First Social Networks
Naqvi is among the pioneers of a new wave of social media platforms centered on niche communities and shared interests. Her company, Lore, launched recently to help fans stay connected with their specific fandoms through tailored, interactive experiences. Investors like Natalie Dillon from Maveron observe a consumer-driven shift from performance metrics to participation. “For the next generation, community isn’t a feature layered on top of a product. It is the product,” Dillon explains.
- Beli: a platform to share favorite restaurants with friends.
- Fizz: connects college students within their campuses.
- Co-Star: facilitates astrology-based social bonding.
- Partiful: enables collaborative event planning.
These platforms prioritize depth of connection, allowing users to express their full identities without being lost in broad, algorithm-driven feeds.
While private groups and subcommunities have existed on platforms like Reddit, Discord, and Facebook, the era of large, generalized social networks is waning. Content saturation and the fatigue of doomscrolling have driven users to seek more meaningful interactions.
“Everyone is tired of doomscrolling and performative content.” – Zehra Naqvi
Experts such as Cornell’s Claire Wardle highlight concerns about online time consumption, content moderation challenges, and hyper-politicized spaces. Despite exceptions like TikTok and Facebook’s Threads, these platforms largely reflect the previous generation’s broadcast-style social media model. Maya Watson, founder of the now-closed social site Why?!, points out that many users desire community over creator spotlight, echoing a broader demand for intimacy and control. Platforms like Spill and Blacksky exemplify this new approach. Spill offers curated communities for Black users, incorporating culturally relevant games and co-viewing events, while Blacksky provides an open-source network emphasizing user data ownership and customizable content filtering. Blacksky’s algorithm filters out racial harassment and enables democratic community governance, allowing users to decide on policies and membership inclusivity.
“Sometimes you need a global stage. Sometimes you just want a cozy corner with close internet friends where you can control who sees what.” – Rudy Fraser, Founder of Blacksky
Artificial Intelligence and Investor Interest in Niche Social Apps
Artificial intelligence is increasingly integral to the development of niche social networks, enabling nuanced, personalized user experiences. Austin Clements of Slauson & Co. notes that these apps are designed with the specific needs of their communities in mind, often prioritizing tailored tools over traditional social features. Lore incorporates AI to facilitate deep, interactive exploration of fan culture, providing personalized updates and contextual insights that enhance user engagement. Investor Emily Herrera highlights a broader trend of creators shifting from broadcast-style platforms toward owning and cultivating their communities, with newsletters and niche apps leading the way. Dani Tran of BITKRAFT Ventures emphasizes the rise of passion-driven gaming communities that serve underrepresented audiences, while Maveron’s Dillon predicts future social platforms will merge intimacy, creativity, and utility into multiplayer-like environments. Naqvi summarizes the new social media ethos: users seek tools that rekindle the joy and fun of early internet experiences.
“People want tools that help them remember why being online was fun in the first place.” – Zehra Naqvi
FinOracleAI — Market View
The ongoing shift toward niche, interest-first social media platforms signals a fundamental transformation in digital social engagement. Traditional broadcast-style networks face growing challenges from user fatigue, content saturation, and polarized discourse, while smaller, community-focused apps gain traction by offering depth and meaningful connection.
- Opportunities: Increased user engagement through tailored experiences; enhanced user data control and privacy; AI-driven personalization enabling richer interactions; potential for new monetization models centered on community value.
- Risks: Fragmentation of social media audiences; challenges scaling niche platforms; potential for exclusivity limiting diversity; reliance on AI algorithms requiring careful moderation to avoid bias.
Impact: This trend is likely to reshape social media dynamics by privileging community intimacy and participation over mass reach, fostering healthier digital environments and new business models aligned with user values.
