Why Social Media Needs a New Currency: Relationships
In the ever-evolving world of social media, we’ve witnessed a significant shift. What was once a platform for connection and conversation has transformed into a space driven by likes, follows, shares, and views. These metrics—though important in their own right—have become the currency of our digital interactions. But here’s the thing: those currencies are no longer serving the real purpose of social media. It’s time for a change. It’s time for social media to adopt a new currency—relationships.
The Pitfalls of the Current Social Media Economy
As we’ve grown more dependent on platforms like Facebook, Instagram, TikTok, and Twitter, it’s clear that the value of engagement has shifted. Likes and shares have become the yardsticks by which success is measured. Brands chase the numbers, individuals chase the numbers, and creators fight for that elusive "viral" moment. But in the midst of this chase, we’ve forgotten something crucial: the power of genuine relationships.
Social media was never meant to be a popularity contest. It was meant to foster connection, build communities, and allow individuals to share ideas, experiences, and cultures. But what we see today are metrics-based ecosystems where the number of followers, comments, and shares determine value. These systems reward noise over substance, and in doing so, they dilute the authenticity of human interaction.
We’ve become addicted to numbers that may feel good in the moment but ultimately fail to build long-term value. As a result, people feel more disconnected, more siloed, and more isolated than ever before. It’s time for social media to move beyond vanity metrics and place relationships at the center of its economy.
Why Relationships Should Be the New Currency
So, why relationships? Why should this be the new currency that drives social media? Let’s break it down:
1. Relationships Foster Trust and Loyalty
When we talk about social media in its truest sense, we’re talking about building connections that matter. Relationships on social media go beyond simple interactions like “liking” a post. They are about building trust and loyalty. A relationship is something that can evolve over time. A person who has supported your brand or content for years is far more valuable than someone who clicked “like” on a single post.
In the world of social media, trust is currency. When you invest in relationships, you create long-term, loyal followers who believe in what you’re doing. These aren’t just numbers; they’re people who care. They’ll show up, support, and evangelize your message because they feel connected to you. This is the real value.
2. Relationships Drive Authentic Engagement
We need to get back to meaningful engagement. Sure, it’s easy to rack up likes and views through a viral meme or trending hashtag, but those moments are fleeting. Real value comes from consistent, authentic interaction with your audience. Relationships lead to deeper conversations, more meaningful content, and more engaged communities.
Engagement is no longer about flashy metrics; it’s about quality. It’s about the person who takes the time to leave a thoughtful comment, the person who shares your content because it resonated with them, or the person who DM’d you to thank you for your insight. These are the people who matter in your community.
3. Relationships Create Collaborative Opportunities
Social media should be a place for collaboration. A strong network of relationships leads to opportunities for creators, entrepreneurs, and brands. By focusing on building genuine connections with people in your industry and beyond, you create a fertile ground for collaboration. When the currency is relationships, you’re not just chasing numbers; you’re fostering a community where shared ideas and collective action can lead to innovation, growth, and mutual benefit.
Let’s think about it like this: The brands and creators who thrive in today’s world are those who prioritize building communities over building follower counts. They know that a relationship-driven economy will lead to more opportunities for partnerships, joint ventures, and product development that will bring value to both sides.
4. Relationships Elevate Community Over Competition
When relationships are the currency, social media shifts from a competition to a community. It’s no longer about “out-performing” others or fighting for attention—it’s about creating value for everyone involved. The most successful people on social media are those who understand that by helping others, they ultimately help themselves.
When your focus is on relationships, you understand that someone else’s success doesn’t diminish your own. You celebrate others’ wins because you know that fostering a supportive community will pay off for everyone in the long run. This shift from a competitive mindset to a collaborative mindset will create a more inclusive, supportive, and valuable social media ecosystem.
How Social Media Platforms Can Start Prioritizing Relationships
Now that we’ve explored why relationships should be the new currency, let’s talk about how social media platforms can start prioritizing them.
1. Redefine Metrics:
Platforms need to move beyond vanity metrics and introduce new ways of measuring success. Imagine metrics that reflect the depth and quality of interactions, not just the frequency. For example, how long are people engaging with your content? How often do people return to interact with you? How many people have shared your post privately or mentioned you in their stories?
These are the types of interactions that show real value—interactions that build long-term relationships and community.
2. Encourage Meaningful Conversations:
Rather than focusing solely on likes or shares, social media platforms could reward meaningful engagement. This could include incentivizing long-form comments, offering rewards for community building, or creating features that encourage deeper conversations.
3. Support Niche Communities:
Social media platforms should embrace the diversity of creators and communities. By supporting niche groups and providing the tools to create meaningful, smaller communities, social media can foster deeper connections. The value in these micro-communities is immeasurable—they are where relationships are formed, businesses are built, and real conversations take place.
4. Implement Better Tools for Collaboration:
The platforms of the future should make it easier for creators to collaborate with one another. Offering tools that allow people to easily connect, plan, and execute joint projects would help shift the focus from individual success to community-driven efforts. This would allow for more organic partnerships and cross-collaboration that can amplify both parties’ voices and reach.
The Bottom Line: Relationships Are the Future
Social media, as we know, is broken. The current system prioritizes numbers over people, and it’s led to a space that’s overcrowded, noisy, and disconnected. If we want to create a more authentic, effective, and sustainable ecosystem, we need to shift the focus back to relationships.
As creators, entrepreneurs, and individuals, we need to embrace the power of connection. We need to cultivate trust, foster loyalty, and encourage collaboration. The platforms that will lead the future will be the ones that prioritize these values.
At Kin, we’re committed to building a platform where relationships are the new currency—because we know that when we focus on people, everything else follows.
It’s time for a change. The future of social media is relational, not transactional. Let's make it happen.
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