Hive Social App Gains Traction with Gen Z


Another feature that stands out for Amy, a 23-year-old freelance music blogger, is Hive’s easy and accessible search for new content. “I like that I’m able to find things that I’m looking for. If I want fashion content, all I have to do is click on the fashion section, and it will bring up all the fashion hashtags people have used and their profiles. I also love how easy it is to grow on there at the moment, because people can just check on the sections that they like, but can also see different sections too.”

This was a priority for Kassandra. As a micro-influencer herself, she wanted to design a user-friendly feed after being affected by new algorithms. “We didn’t want to take it upon ourselves to say, ‘Hey, we think you’ll like this post, so we’re going to show it to you.’ You know who you’re following and those are the posts you want to see. You want to see your friends and family, so we just kept it simple and people seem to really like the chronological feed.”

However, Hive has some technical things to work on. “It is extremely buggy and they need to figure out a way that makes it a bit more accessible to find friends and people you know and build a following,” Ninoshkka says. “Once the app can work out a few of its technical issues, I think it could be an amazing way to interact with fashion, social media, and music lovers.”

Hive is also reminiscent of websites we all used to love like Myspace, which fascinates many users like Gabrielle, a 22-year-old journalist. “The music that automatically plays on your page intrigues me so much,” she says. “I never had a MySpace growing up but my older cousins did, and that was the one thing I was obsessed over when they showed me their page. I’ve always wanted that feature on Twitter or Instagram so it’s super pleasing to see Hive do it.”

Above everything, it’s the community on Hive that’s bringing people back to the app. The space feels intimate and refreshing, allowing people to be themselves without worrying about how they’re perceived. Users say they can be whoever you want to be on there, as there are no expectations to be anything more than yourself. “I feel less pressured because I know no one on the app and it is all strangers supporting each other,” says Naima, a 22-year-old college student. “I feel free to be myself without the judgment of others around me.”

As social media continues to dominate the way we engage with one another, a lot of people may not want to download an entirely new app due to “media overload.” Yet, on top of regularly using TikTok, Instagram, and even newer apps like Clubhouse, people have already found a way to integrate Hive into their daily routines because, ultimately, Hive is unique. “I also think it is trending because Gen Z is moving away from big corporations and are interested in supporting smaller startups,” Naima says. “I also like how the CEO listens to what the users want from the app and takes our advice to make it better, and I’m happy to see it become no.1 in social media!”

Kassandra wants to connect with users on a personal level, listening to their feedback directly to bridge the gap between users and Hive. “It’s just something I wish that other social media apps did,” she says. “That’s what I just really wanted to do differently with Hive, and I think that’s part of the reason for its success, too.”

Kassandra shared exciting plans with Teen Vogue. Hive recently partnered with Google Cloud, ensuring the server will no longer crash. In an upcoming content creator program, Hive users will be able to support each other in ways that’ll be more profitable for users. The app will also be available for Androids soon, and there will be tons of bug fixes in the coming weeks.

While there’s clearly potential with the app, will users wait for Hive to catch up? “I think with any social media app, the initial excitement will fade but if Hive keeps offering interesting ways of building an audience and maintaining its old school approach in how you can reach people, it’ll do well,” said Molly. “Whether or not it’ll take the place of apps like Instagram on a major scale, I’m not sure yet.”



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