why it's time for a close friend social network
in the era of social networks, this is the paradox of our time: it’s never been easier to connect, yet we feel lonelier than ever.
consider our generation. We spend 3 hours per day on social networks, but only 3 hours per week with close friends.
the critique is familiar: social networks are the problem and we should ditch them, limit screen time, more “real life”.
yes, today’s social networks are the problem. today’s social networks are designed for engagement, not authentic experiences.
but I don’t think the solution is simply to ditch them and touch grass.
by doing that, we’re not unlocking the power of social networks to solve our problems.
today’s social networks solved boredom.
we just haven’t found a way to make social networks solve loneliness - yet.
a social network is essentially an on-demand experience generator
a social network is build around a format. the format shapes what kind of network it becomes and eventually what experience you get.
Tinder is built around the format of a speed date: you see a quick presentation of a person, swipe yes or not to them and then quickly onto the next.
you don’t need to add any friends for a speed date. the speed dating format shapes the network into a solo network, where each user adds zero friends.
once this network is established, Tinder gives you the experience of a speed date at your fingertips.
Instagram is built around the format of a popularity contest: you share a polished moment, people vote with their reactions and if you play the game well enough a blue checkmark is rewarded to you.
in a popularity contest, you want to add as many friends as possible. the popularity contest format shapes the network into a crowd network, where each user adds hundreds of friends.
once this network is established, Instagram gives you the experience of a popularity contest at your fingertips.
the initial format shapes the type of network and on-demand experience you create.
Doubble started with the format of a double date: you’re meeting someone new while bringing your friend.
you only bring your close friends for a double date. the double dating format shapes the network into a close friend social network, where each user only adds a handful of close friends.
because Doubble started with a different format, our network is shaped differently and the on-demand experience we create is different.
Doubble’s vision is different than today’s social networks.
between the solo network where you add no friends and the crowd networks where you add hundreds of friends, Doubble is a close friend social network where you add a handful of friends.
here it’s not about the count of friends, but making sure every friend counts.
the experience of meeting new people doesn’t feel like going out alone on a speed date, but more like going out with friends
it feels less like speed dating in a mega city, but more like bumping into each other in a village.
once our network is established, Doubble gives you the experience of meeting new people with your friends at your fingertips.
today’s social networks solved boredom, but they missed an important insight:
you can feel just as lonely with zero friends as you can with hundreds of friends
in fact, we feel the most connected with a handful of friends.
that's why we want to build the future experiences we create with our close friends.
if done right, the close friend social network category can solve loneliness, and Doubble will be a key piece in this close friend social network puzzle.