Sociable, a recently launched South African app, aims to bring social media “back to basics” by prioritizing genuine community and in-person interaction. The app’s founder believes it offers an antidote to the “depersonalized” nature of larger social media platforms, which are seen as suffering from diminishing authenticity due to the rise of AI bots.
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The founder emphasized that at some point, people begin questioning the true utility of spending hours online when interactions might not even be with real people. He stressed that AI cannot replicate in-person interactions, asserting that nothing can ever replace that authentic human connection. Sociable seeks to return the focus to what people genuinely desire from social media, pondering how the time saved by digital tools can be made more meaningful.
Launched last year in Cape Town—which remains its largest market—one of Sociable’s core goals is to combat the sense of disconnection that can ironically arise from social media use. Sociable users create and participate in communities based on shared interests, with regular meetups serving as a crucial complement to their online interactions.
One of the most popular communities on the platform is Socially Gathering, a female-only group that provides a safe space for women to engage in activities like dinner clubs, walking clubs, and book clubs. Other prominent Sociable communities in Cape Town include running clubs, a beach clean-up group, and a comedy club.
The founder explained that Sociable strives to shift from an “attention economy” to an “intention economy,” aiming to attract users who are actively looking to engage in their communities and contribute positively.
Sociable leverages the advantage of community-focused apps, where niche, activity-based interactions lead to more meaningful engagement, sustaining user activity. The platform offers event management tools, including ticketing, to simplify administrative tasks for hosts.
Safety is also a key priority. The platform’s focus on realism, where every account has a verifiable face and name, contributes to safety. Sociable also monitors events to ensure attendees are enjoying themselves, and popular, trusted hosts can undergo a verification process to build trust among members.
Sociable users can access the platform and free events without charge. For events requiring an entry fee, hosts can utilize the platform’s payment facilities or other payment tools. Advanced payment options are also available for larger community groups requiring more complex functionality.
