The New Standard: Social-First
We carry supercomputers in our pockets, connecting us to the world in ways we never imagined. And yet, the need for genuine social connections online has never been more important.
I feel lucky to have been born in the early ’90s. I caught the golden age of the internet – just when it was starting to become fun, but before it embedded itself into every waking moment of our lives.
I’d spend my days out with friends, riding our bikes through woods and jumping off sand-dunes, then rushing home to hear the mesmerising white noise of AOL dial-up.
Evenings were spent on MSN chatting with mates, sharing our custom emojis, abusing the original ‘AI’ chatbot Smarterchild, and on the odd occasion – toggling my status from online to offline (repeatedly) in the hope that the girl I liked would send me a message.
How incredible it was to be able to stay connected and have simultaneous conversations with so many people at once.
Then came Runescape. My first taste of MMO (massively multiplayer online) gaming turned the internet into something even more immersive – an interactive world where I could both experience content and connect with strangers from across the globe over a shared interest, trading pixels and perspectives.
Before all the noise, the internet was a was a golden era: the internet as a place to discover, play, and truly connect.
The Rise of Video
Fast forward to today, and video dominates the internet – responsible for over 80% of all online searches. But in a sea of content, meaningful connection can feel harder to find. Yet, 67% of viewers engage with other fans on social media while watching TV or live events.
Remember when we used to just watch what was on? Me neither.
People don’t just want to consume content; they’re actively looking for ways to engage, share and find their tribe. That’s where the future lies: social-first video. Curated and interactive spaces that are built around and support the content, where audiences can connect over their mutual interests.
From major studios to community-led platforms and individual creators, the next evolution of video is one where content and interaction are seamlessly intertwined.
Building the Future
This is exactly what I’m building at Kulcho – our social-first platforms allow the creation of interactive content hubs tailored to specific niches; turning passive viewing into engaging experiences that reward audience loyalty and build communities.
It’s still early days, but I’m excited to bring back what made the internet magical in the first place. The golden age isn’t gone – it just needs the right platform to thrive again.
Learn more about what we are doing at kulcho.com