Why One App for Everything Stopped Working and the New Era of Social Media
Most of us open the same few apps dozens of times a day. We go in to message a friend and come out forty minutes later having watched videos we never asked for. That is not an accident. The biggest social media platforms were built to keep us inside one feed for as long as possible, and over time they started doing everything at once.
Messaging, short videos, long videos, news, shopping, live streams and stories now all live in the same place. The result is crowded, noisy and tiring. I believe this is the moment social media changes direction, and that is why I started building Piggier.
The problem with one app for everything
When a single app tries to serve every need, every need gets a little worse. Your close friends compete for attention with strangers, brands and recommended posts. A quiet moment with family sits in the same feed as an argument about politics. The algorithm decides what you see, and it is tuned for time spent, not for how you feel when you put the phone down.
People notice this. Many of us now keep separate accounts, mute half our contacts or delete apps for a few weeks to reset. Those are signs that the all in one model has reached its limit.
A family of platforms, each made for one job
Piggier takes a different approach. Instead of one feed, it is a family of connected platforms, each designed for a different part of how people live online, all working under one login.
- Circle for videos and stories
- Connect for friends and reels
- Ritual for daily moments
- Havoc for seeing both sides of a story
- Relay for messages and calls
Each platform can be simple because it only has to do one thing well. You choose the space that fits what you want right now, and you are not pushed into everything else on the way.
Seeing both sides with Havoc
One of the first platforms we are launching is Havoc. Today most feeds show people more of what they already agree with, which slowly pulls communities apart. Havoc pairs short clips from different perspectives on the same story and places them side by side, so viewers can hear both sides before they decide what they think. Creators simply post, and Havoc links opposing clips on the same topic automatically.
Keeping value where it is created
Advertising pays for most of the internet, yet much of that money leaves the communities that create the content. A core goal for Piggier is to keep ad revenue within each country's own economy and to share it fairly with the creators who make the platform worth visiting.
What comes next
Circle and Havoc are already live, and Connect, Ritual and Relay are on the way. The aim is not to build another app that wants all of your time. It is to build a set of spaces that each respect a different part of your life.
That is what I mean by a new era of social media. If you want to follow the journey or work with us, you can reach me through the contact section on jatain.com.