Hobby Apps: A new form of digital connection
Ditching social media
A fresh trend is emerging in the digital landscape, as millions of users are turning away from the contentious, algorithm-dominated battlegrounds of major social media platforms. Instead, they’re gravitating towards niche apps tailored to specific interests and activities.
@sarah_hennessy1 #stitch with @jackknightleyboxd Please go to your friends Letterboxd and see how many of these they have. #filmtok #movietok #letterboxd #top4films #letterboxedtop4 ♬ original sound - Sarah
Platforms like Strava, Goodreads, and Letterboxd are quickly becoming favourites for those seeking to connect with others through shared hobbies, offering a more personal and meaningful alternative to the impersonal nature of mainstream social networks.
Niche social media platforms are thriving
While major social media platforms like Twitter/X and Facebook have been struggling to retain users amid rising concerns over free speech and hate speech, hobby apps are seeing explosive growth. Strava, for example, has reported 120 million registered users, a 26% increase on the year before (2023). Digital market intelligence firm Sensor Tower confirms that the app’s user base continues to grow, largely driven by its supportive and engaging community of fitness enthusiasts.
Similarly, Goodreads, the book recommendation app, has surpassed 150 million members. This vast community of readers not only swaps book reviews and recommendations but also forges deeper connections around a shared passion for literature. Likewise, Letterboxd, a platform for cinephiles, has experienced a user boom, 3 million in January 2021 and 14 million in June 2024. It’s become a go-to app for film lovers to track what they watch, review films, and engage with other users, including filmmakers and actors.
Why are people ditching traditional Social Media?
So, what’s behind this migration to niche apps? Users are simply growing tired of algorithm-driven platforms where they are bombarded with politically charged content and negativity. Social media giants like Twitter/X, Instagram, and Facebook often expose users to unwanted content through their algorithmic feeds.
According to The Guardian, Jess Maddox – assistant professor in digital media at the University of Alabama – points out:
”As platforms such as Twitter/X, YouTube, TikTok, and Instagram push more algorithmically curated feeds, users may be less exposed to the content they want to see.
Jess Maddox
This has left many feeling overwhelmed and disillusioned.
On the other hand, hobby apps create kinder, more cohesive communities. These niche platforms focus on specific interests like fitness, books, and films, creating a shared space where users can engage with content that truly matters to them. The tight-knit communities on apps like Strava and Goodreads foster positive interactions, making them a refreshing alternative to the often-toxic atmosphere found on major platforms.
Less noise, more connection
Unlike the chaotic “digital town square” model found on platforms like Twitter/X, hobby apps provide users with a focused and enjoyable environment. Letterboxd, for instance, has successfully created a community free from the hate speech and pile-ons that are common on other social networks. Comments and discussions are contained within individual posts, limiting the spread of negativity.
This cosier environment can lead to more than just casual friendships. Some users are finding romance through shared interests on platforms like Goodreads and Strava, where connections form naturally over time without the pressure associated with dating apps.
The future of Niche Platforms
The exodus from traditional social media platforms is not just a fleeting trend. As hobby apps continue to attract users seeking a more tailored and civil online experience, these platforms are expanding their capabilities. For instance, Strava recently introduced a messaging tool to help users keep in touch and share their workout progress, while Letterboxd has created an editorial space to further engage its film-loving community.
As more users abandon platforms like Twitter/X and Facebook, the focus on shared passions and positive interactions will only grow. These hobby-based apps provide the kind of experience users crave: an escape from the noise and hostility, and a place to engage with the things they love most.
For those tired of the divisive culture wars and algorithmic chaos on mainstream platforms, hobby apps offer a much-needed refuge. Whether it’s tracking your fitness on Strava, sharing book reviews on Goodreads, or discussing films on Letterboxd, these apps are proving that connecting through common interests can lead to more meaningful and enjoyable online experiences. The rise of hobby apps marks a new era in social networking, one where community and shared passions take centre stage.