I’ve heard many social product pitches where the founder excitedly explains “We’re going to connect (group x) with (group y) which will leads to awesome results”.
But.. connection and matchmaking only happen when there are enough users on the platform.
That’s why, ironically, social products can benefit from offering non-social, first-person utility features when they get started (“Come for the tool, stay for the network”). Figma and Canva are good examples. Users can happily use these products even if they’re the only people on the platform. But both have become powerful social/community products now, with templates being created and shared. Even some of the so-called pure consumer social networks offered at least some first person values; LinkedIn with the online resume being one example.
So the question for online social product entrepreneurs is, before thinking about the awesome value that will be unlocked when connections are made on your platform, why do people have to join your platform in the first place? Do you offer any first-person values?