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By Arjun Malhotra 

Who do you know more about today? Influencers who don’t know about your existence or your neighbours? If you answered the latter, then congratulations, you’re one of the chosen few and you can stop reading this. But if you had to think for even a second, then maybe this one’s worth the read.

How Google, Facebook, and TikTok Redefined Scarcity

Over the last week, our team extensively discussed the emergent layers framework. We discussed the concept of how companies abstract scarce resources, make them abundant, and end up being successful. But in time, a new scarce resource emerges on top of this newly created abundant layer.

Think of Google here: the original “scarce resource” was indexable information on the internet. If you wanted to find anything, you had to use portals like AOL, and Yahoo Directory that were stuffed with features serving the noise, but not what you're looking for. Google solved this by using links to abstract away the relationships between pages, and make indexable information abundant. As indexed knowledge became a commodity, Google dominated. This revealed a new scarce resource - relationships between content consumers - which Facebook captured. As the world evolves, layers are built on top of each other, changing the ideas of what’s scarce and abundant.

If you draw the layers post Facebook, currently TikTok sits at the top. TikTok capitalised on the scarcity of short-form content and essentially provided ease of access to people on the other side of the mobile screen. It made both content creation and consumption much easier, thus making content an “abundant” resource. Now, the addictive algorithms make it impossible to stop consumption.

The Age of Parasocial Relationships & A New Scarcity

We’re constantly updated about strangers’ lives, we know more about an influencer’s child than our nieces & nephews, and we feel so affected when these ‘relationships’ & people act differently than our expectations. There is a clear abundance of parasocial relationships in our world.

It started with everyday creators live-blogging their lives, then pop stars and movie celebrities followed suit. Today, anyone with a following of 10-15k or more can cultivate deep parasocial relationships. As these connections become the norm, what is the new scarcity?

We believe it could be genuine human relationships. People are tired of being invested in strangers’ lives. Soon, people wouldn’t want to see their 50th GRWM video of the week, they’d want to find somebody interesting to go have coffee with. Apps that can enable these genuine relationships can be the next layer on top of TikTok, and abstract the scarcity of meaningful relationships.

An app that indicates this direction is Jamm. It's a members-only app designed to enhance real-world interactions by connecting individuals through activities like board games, bike rides, and brunches. There are many more apps trying something similar like Meetovercoffee, Friender, and UNBLND.

While Facebook and TikTok were designed to make you hooked to your screens, these apps are designed to make you go offline.

Belonging-as-a-service

There are two ways in which this layer could be built, and one of them, without a doubt, involves AI. We’ve seen pop culture explore AI companions in a dystopian light (think Her) but today, apps like Character.AI and Replika are already shaping this reality. However, while AI has come a long way, what’s missing is the ‘human touch’ to make it deeply personal. But this is not very far off given the exponential growth AI has seen.

The other route here is to build communities and use them to drive ‘belonging’. Communities like Bhaag Club, Leap Club, and more are helping people build relationships through activities they enjoy, and then creating FOMO through selling exclusive merchandise and invite-only events.

The future of connection was never about replacing human relationships with technology. We can use technology to make real-world connections richer, more intentional, and more fulfilling.

As social media becomes increasingly less social, solving for ‘Belonging-as-a Service’ may just be the next big play. The real challenge is creating platforms that don’t just facilitate fleeting interactions but nurture long-term, genuine, and meaningful relationships: whether through AI-driven companionship, community-driven engagement, or a mix of both.

(Arjun Malhotra, General Partner at Good Capital.)

Views are personal, and do not represent the stance of this publication.

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