Reimagining Social: The Future of Genuine Connections for Gen Z

Social media, once a platform for connecting friends, has evolved into something else entirely. Gen Z no longer uses social media to update their friends. Platforms like Instagram and TikTok have shifted their focus away from friend-based connections and instead have become broadcasting networks for influencers. This shift has left Gen Z feeling disconnected from their friends, and personal content is now overshadowed by professionally produced influencer posts. The very essence of social media, connecting with friends, has been lost.

We’ve seen recent attempts to address this disconnect with apps like BeReal, Locket, and Lapse, which went viral due to their novelty. These apps had a strong hook, but they failed to retain users because they didn’t offer lasting value. Notice a trend? A novelty feature, no matter how engaging, wrapped in a centralized feed, can activate users initially but fails to keep them coming back. Without a deeper purpose or utility, the novelty wears off, and users move on, leaving these apps with a sharp drop in retention.

The most successful social apps didn’t just rely on fun, they provided a 10x utility that people genuinely needed. TikTok’s utility was the fastest way to add music to short-form videos, turning the platform into a place for quick, engaging content creation. Instagram offered photo filters that made it easy to beautify mobile pictures, while Facebook’s strength was its utility as a school directory—the simplest way to see everyone in your social circle. Pinterest made it effortless to share and collaborate on look-books, bringing utility and creativity together. Each of these apps combined novelty with utility, keeping users coming back for more.

These platforms didn’t just create a hook. They embedded utility into the core of their product, making them not just fun, but necessary. Their success came from offering value that solved real problems, giving users a reason to return every day.

We believe that the future of social platforms lies in utility-driven design. To succeed, a social app must deliver immediate, essential value, not just a novelty to spark interest, but a tool that weaves social interaction into everyday actions. Novelty alone can’t sustain growth. But when the hook is tied to utility that’s inherently social, it creates a platform that users can’t live without. This formula, hook = utility = social, is the key to long-term retention and the future of social connection.

There’s a lot of authentic moments that aren’t being shared with friends right now. According to a recent survey, 80% of college students capture their photos and videos using their native phone camera, but Instagram and TikTok are no longer the places they want to share these moments.

At Bump Social, we’re not just talking about creating the next Snapchat 2.0, we’re building it. A platform that merges the camera with chat, where social interaction is as immediate and natural as taking a picture. A platform where people engage with their content and their friends in a way that feels authentic, fun, and essential.

Our team is composed of makers with a proven track record of bringing products from 0 to 1. We understand what makes a product stick and how to create something that’s not just novel, but necessary. With deep expertise and a shared vision to lead the next wave of social 3.0, we’re ready to disrupt the market and redefine how people connect in the digital age.

Join us on this journey, and help us build the future of real social interaction.