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Maven is one of the latest social networking sites that’s making waves with its unique approach.

The “serendipity”-focused app aims to shift the spotlight from influencers and follower counts to genuine interests and organic connections.

Soft-launched in January, Maven did a full launch on Product Hunt in May and is now available for all to sign up: You can download the free app on Apple products (iPhone, iPad, iPod touch, and Mac), Android, or sign up via browser at app.heymaven.com.

According to the App Store description, Maven is built on the belief that connections should be formed around genuine passions and ideas. Maven sheds traditional social metrics like likes and follows. The platform allows users to follow specific interests, which in turn curates their feed with content related to those interests.

• Interest-Based Connections: Instead of following individuals, users follow interests. Posts and replies are automatically linked to anyone sharing similar interests, creating a borderless network akin to a self-organizing group chat for any topic.

• “Serendipity” slider: Users can adjust to see more or less content outside their stated interests, promoting unexpected discoveries and broader horizons.

• Meaningful Interactions: By focusing on shared passions, Maven aims to foster an environment where users engage and share ideas more meaningfully, free from the pressure of amassing likes or followers. The absence of likes and follows promises to allow for a more organic spread of content.

• High-Profile Backing: Twitter co-founder Ev Williams is among the backers of Maven, lending significant credibility and anticipation to the app’s potential impact. Kevin Williams, the CEO, was previously a researcher focused on “open-ended discovery in both AI and human systems” leading the Open-Endedness Team at OpenAI. He is also the author of Why Greatness Cannot Be Planned.

“We’ve created a new kind of social network - a serendipity network - that’s directly inspired by insights from open-endedness and Why Greatness Cannot Be Planned.”

— Kenneth Stanley, CEO, Maven

Maven’s business model seems to be unsolidifed so far, but the company could eventually aim to raise/make money through a combination of outside investment, subscriptions, advertisements, and/or selling its data to other parties.

How to Get Started with Maven

1. Download the App or head to the web app.

2. Set Up Your Profile: Create your profile and select the interests you want to follow. This will customize your feed with content related to those interests.

3. Adjust the Serendipity Slider: Use the serendipity slider to control the variety of content you see. Increasing the slider will show you posts outside your selected interests, promoting unexpected and diverse discoveries.

4. Engage with Content: Start exploring posts related to your interests. Engage in discussions and share your thoughts without the pressure of likes and follows.

5. Discover New Interests: As you engage, you might discover new interests and adjust your settings accordingly to further customize your experience.

Why it Matters

Maven’s approach aims to create a unique, “borderless” social experience where connections arise naturally from shared interests, creating a more authentic and engaging social network.

The rub, of course, is to see if they are successful enough to build a strong enough user base. As mentioned in TechCrunch, Maven’s launch attracted thousands of early sign-ups—but this pales in comparison to other recent social media launchs that have attracted hundreds of thousands or even millions of early users (this doesn’t even include the stunning early success of Meta Threads).

Assuming that it slowly catches on, Maven could present marketers with an opportunity to connect with users on a deeper level, engaging with them through their interests and passions rather than through influencer-driven metrics. Maven’s algorithm-driven content promotion could help brands reach highly targeted audiences who are genuinely interested in their niche, enhancing the effectiveness of social media campaigns.

For now, though, Maven is new and small enough to be in the “keep an eye on it” column for most brands.