In a world where digital connectivity often outweighs genuine human interaction, a wave of new social apps is emerging to counteract this imbalance. As 2024 unfolds, these platforms have gained traction by encouraging individuals to engage face-to-face, addressing the pressing issue of loneliness experienced by many social media users.
Despite the promise of connectivity offered by dominant platforms like Instagram, Facebook, and Snapchat, users frequently report feelings of isolation and disconnection. In response, several startups are introducing tools designed to facilitate real-world interactions, positioning themselves as a remedy to the digital age’s disconnect.
This trend, termed “IRL (In Real Life) Social,” has seen a significant rise in popularity, with apps such as Partiful and Timeleft leading the charge. Partiful, an app primarily used for organizing events, has effectively replaced Facebook Events for numerous users. Its popularity was further cemented when it was named Google’s “app of the year” for 2024. Partiful is even credited for orchestrating a viral Timothée Chalamet lookalike contest.
Meanwhile, Timeleft, a European startup founded in 2020, expanded into the United States market in March. It aims to foster weekly in-person interactions by organizing group dinners across more than 60 countries. According to Lais De Oliveira, the head of North America for Timeleft, over 20,000 people dined with them in the U.S. in 2024 alone, with weekly engagement reaching approximately 6,000 diners.
Investors have also shown interest in IRL social startups. Posh, another app in this domain, secured a $22 million Series A funding round, led by Goodwater Capital. The platform operates similarly to Partiful, providing a local event feed and charging a commission on ticket sales. This demonstrates the market’s receptiveness to monetization strategies within the IRL space.
According to Zehra Naqvi, an angel investor and venture capitalist specializing in consumer startups, there’s a strong desire for people to connect personally. Naqvi categorizes IRL apps into two types: those that enhance event organization, like Partiful and Posh, and those that create spontaneous, whimsical connections, such as Timeleft and the app 222, known for organizing dinners and activities among strangers.
Monetizing these apps remains a varied pursuit. While some platforms, like Posh, implement a commission-based model, others, such as 222, opt for a subscription-based approach to offer curated experiences. This reflects a broader challenge faced by these startups: balancing user acquisition with sustainable revenue models.
Several other platforms have made significant fundraising strides in 2024. The app 222 raised $2.5 million in February, Pie secured an $11.5 million Series A in September, and Howbout, with its calendar functionality for planning gatherings, drew in $8 million. These investments highlight the growing appeal and potential of IRL platforms.
Founders of these startups often have unique backgrounds and experiences that contribute to the platforms’ innovative approaches. For example, a 25-year-old founder of Kndrd transitioned from engaging with strangers in New York City to leaving a finance career to launch a social startup. Similarly, former Google employees have created PamPam, a social-mapping platform that integrates online and offline community building.
The rise of IRL social apps signifies a shift towards prioritizing genuine human connection in a technology-driven world. As these platforms continue to evolve, they serve as a testament to the enduring need for face-to-face interaction, adapting digital tools to foster stronger community ties.
Source: Businessinsider
