The Case for Interest-Based Social Media

With the advent of social media giants like Facebook and Twitter it’s easy to think that there is no reason to even try to create the next social media phenomenon — the behemoths have been erected and people are already worshipping at the altar.

But people aren’t addicted to Facebook — they’re addicted to content. The reality is that users on the web are always looking for more ways to connect and to feel connected with people and organizations for which they share a passion. Consumers want to engage with their favorite athletes, celebrities, influencers, and organizations because they are interested in those content creators and they’ll never balk at the opportunity for more.

Social platforms are actively trying to fulfil this need. They recognize the importance of personalization and are proactively trying to create an environment where users can readily find news and content that interest them. It’s the thought process behind Facebook’s algorithm and LinkedIn’s recent push toward personalization.

People are spending about an hour on social media every day, the platform who can monopolize the largest portion of that time will reign supreme. The bottom line is that consumers want access to entertainment they enjoy and they won’t care if it’s on Reddit, Twitter, or Facebook.

Interest-based social will be led by the same people who acted as the gravitational pull toward the larger platforms — the influencers. This is why Kim Kardashian has been able to generate more downloads of her interest-based apps than followers on Facebook which has earned over $150 million since its launch. If those influencers leave traditional platforms to monetize their media, people will follow because they are interested in the content.

The status of social media today can make users feel afraid to post, pressured into a “spiral of silence.” But that’s not what social media is about. The platform that can get the best content from influencers while fostering true social interaction will have the longest shelf-life. Honeycommb is doing just that by allowing users to deepen their conversations in an environment where everyone shares the same singular interest while focusing on the stars who create the most engaging content. In that sense Honeycommb’s draw is two-fold: It’s cutting through the noise so that consumers can see content they truly want to see while allowing those with the most engaging content to take control. Social media should be all about the talent, not just the tech, and interest-based social is the key to reorganizing the state of social.