The Next Growth Area for Social Media Might Not Look Like Social Media

TikTok and Instagram aren’t going anywhere. But something interesting is happening beneath the surface: a rise in Passion-Driven community apps that don’t call themselves social media, yet behave like it in all the best ways.

I’m talking about Strava, Duolingo, Pepper and AllTrails,  platforms built around purpose, participation, and progress.

And the numbers tell the story:

• Strava now has more than 125 million users worldwide, up from about 95 million in 2022. Its active user base has grown more than 30% year-over-year, driven by new clubs, challenges, and integrations.
  
• Duolingo has roughly 34 million daily active users, a 60% increase from the prior year.
  
• AllTrails has surpassed 60 million users, doubling its user base in just two years.
  

These platforms are thriving because they center on doing rather than scrolling. They turn routine behaviors, running, learning a language, exploring trails, into shared social experiences.

My Duolingo Experience

Of all these, the one I connect with most is Duolingo.

While most people at trade shows want to connect on LinkedIn, I’m looking to meet people who are on Duolingo.

I love it, not just for the learning, but for the community. There’s a small group of people reading this email who know exactly what I’m talking about, because we push each other to keep our streaks alive.

When I see those same people in person, we make an effort to speak Spanish together. It’s awkward, sometimes uncomfortable, but it’s great. That’s how you learn.

That shared sense of progress and accountability is precisely what makes Duolingo feel social. It’s a network built around growth, not metrics.

What Brands Can Learn

There’s a clear lesson here for brands, especially emerging ones: you don’t need to build your own platform. You can participate where communities already exist.

Take CLIF BAR as an example. On Strava, they launched a “Raise Your Bar” Challenge asking people to log 129 minutes of activity. Over 184,000 people participated, and CLIF built a Strava Club where tens of thousands of members now share workouts, celebrate progress, and stay connected to the brand.
(Read the full case study here →)

For emerging brands, the playbook could be:

• For a food brand: find cooking apps, recipe platforms, or gluten-free communities.
  
• For a supplement brand: explore wellness trackers or Discord groups centered on performance.
  
• For an outdoor brand: get involved on AllTrails, where hikers, runners, and nature lovers already connect.
  

These are places where people are already active, mentally, physically, and emotionally. That’s where brand relationships feel natural.

Influencers Are Building Micro-Communities Too

The same dynamic is playing out among creators. Trainers, nutritionists, and wellness coaches are building private Instagram groups, subscription-based communities, and Strava clubs — each with a few thousand highly engaged members.

They’re not chasing mass reach; they’re cultivating real relationships. For brands, that’s the new frontier of partnership: joining communities where trust already exists.

The Shift: From Reach to Relationship

As reach on Meta and TikTok keeps tightening, growth is happening in smaller, purpose-driven spaces where people connect around what they actually do.

It’s less about vanity metrics and more about belonging.

I’m not saying ditch the big platforms,  but explore the smaller ones. Be present. Participate. Listen before you post.

That’s how you build engagement that compounds, not because of algorithms, but because people actually care.

My Takeaway

I’ve always said I’m a short-term pessimist and a long-term optimist.

Short term? Yes, reach is harder and growth is slower.
Long term? The brands that understand community, not just content,  will win.

Because community isn’t built overnight. But once you have it, it’s hard to lose.

If you love Duolingo, follow me — my handle is Socialike.