Why Social Media’s Future Is Private

Social media is at a crossroads. The explosive rise of platforms like TikTok has reshaped the way people connect, but recent years have seen the fall of once-promising apps like Clubhouse and BeReal. The question remains: what comes next?

Alex Hofmann, former president of Musical.ly and founder of 9count, believes the future lies in private social networks. Unlike traditional social media, which is increasingly dominated by influencers, brands, and algorithm-driven feeds, private networks prioritize real connections between people.

Hofmann has built 9count around this idea, launching apps like Wink (a dating app), Soda (for making friends), and Lex (an LGBTQ+ social network). As an investor, he's also backing startups that cater to niche communities and facilitate in-person interactions. According to him, social media is undergoing a fundamental shift.

Here are five 5 trends Hofmann sees shaping the future of social networking:

1. Rise of Niche Communities

Mainstream platforms like Facebook, Instagram, and TikTok focus on serving billions of users, making it difficult to cater to smaller, more specific audiences. This leaves room for apps built around niche interests and communities. Hofmann points to platforms like Lex (for LGBTQ+ users) and Girlgroup (for women-focused communities) as examples of this shift. Expect more apps tailored to specific user segments rather than mass-market appeal.

2. A Push for More In-Person Connections

The pandemic made digital interactions the norm, but post-COVID trends indicate a strong desire to reconnect in the real world. Apps facilitating in-person meetups—like Pie, Posh, and 222—are gaining traction. Hofmann believes people want digital platforms that help them find meaningful connections offline, not just through screens.

3. A New Era for Dating Apps

Traditional dating apps rely on swiping, but Hofmann sees this model as outdated. He compares it to Zillow—users can see a home’s photos but don’t get a real sense of its energy. Future dating platforms will need to replicate the feeling of real-world chemistry in a digital space. Gen Z, in particular, is driving change by prioritizing genuine connections over instant hookups.

4. Innovation Beyond TikTok Clones

Many startups are attempting to copy TikTok’s success, but Hofmann believes the next big social app will be something entirely different. Instead of creating more short-form video platforms, successful entrepreneurs should focus on building unique, valuable experiences that fill new gaps in the market.

5. The Rise of Paid and Freemium Social Networks

Historically, social media has relied on ad-driven revenue models. But Hofmann is bullish on private social networks using paywalls, subscriptions, and freemium models instead. He cites Duolingo as proof that people are willing to pay for valuable digital experiences. Platforms like Girlgroup are already experimenting with paid memberships, and more startups will likely follow suit.

The Challenge of Building the Next Big Thing

Despite these promising trends, Hofmann acknowledges that social media is an unpredictable space. Consumer preferences shift quickly, and the majority of new apps fail. However, for those who can innovate in the right direction—whether by fostering niche communities, enabling real-life connections, or breaking away from traditional revenue models—there’s an opportunity to define the future of social networking.

A new wave of social media is emerging. The question is: who will lead the next wave?