So, 2024’s Euros had a bit of a different ending this time around. Sure, the final England scraped their way through to was, again, anticlimactic. Sure, we all, again, got overly excited. And sure, way too much money was, again, placed on nonsensical accumulators.

But, we’ve learnt how to handle defeat with grace – for the most part.

The 2021 Euros saw England play host to both the competition and to one of their most talented, representative lineups yet. They were prepped for success on home soil – eventually going deep into the tournament and making it to the final fixture at Wembley.

However, the final failed to live up to its hype. In stereotypically English fashion, the team narrowly bowed out 3 – 2 on penalties.

It was a final like no other. But not for the reasons you’d expect. Many of the headlines about the day centred around the disruption and disorder that surrounded the fixture, documenting how tens of thousands of ticketless fans manage to storm the stadium during the game, only to then assault Italian fans post-fixture.

There was one main line connecting the dots between that date and its fallout: social media. From the sharing of antics of fans outside the stadium, to the racially charged surge in online hate following England’s defeat, social media had a consistent and predominantly negative role to play throughout.

Following the defeat, the racially aggravated abuse was aimed at Rashford, Sancho and Saka in particular, with the online torrent not only continuing for weeks after the competition closed, but also translating into real-world action.

Ultimately, their treatment highlighted a glaring issue: the serious need for a safer, more positive digital space.

Enter: ‘WeAre8’

Launched in the UK in 2022, a year after the drama of the 2021 tournament, WeAare8 markets itself as more than just another social media platform; instead, it’s been put forward as a revolution in how we interact online. Designed to counter the toxicity that has previously plagued platforms such as X and Instagram, WeAre8 places positivity, community support, and constructive interaction above any echo chamber or algorithm appeasement. Its users are encouraged to share positive stories, support each other, and engage in meaningful conversation – all to help uplift, rather than tear down.

Good reason for the app to resonate with the footballing world, then. A factor recognised by former pro Rio Ferdinard, who now has a long-term association with the platform, stretching way past that of partner and investor.

His involvement is significant not just because of his influence in the football world, but also due to his personal experiences with online abuse. Ferdinand has often spoken about the impact of social media hate on player’s mental health and has advocated for the urgent need for change. With his endorsement and investment, the link between the two couldn’t be clearer.

By positioning itself as a take on social media and scrolling that’s good for the user, good for the planet, and good for the advertisers, WeAre8 makes some big claims. So it’s worth asking whether they’re claims the app is living up to.

One main feature of the app is its admirable advertising model. It works by paying out the majority (60%) of its advertising revenue to users and charities, with users given the additional option to pay their funds forward to chosen groups. What’s more is that the company’s mission separates itself from that of other platforms. Rather than a focus on harvesting as much of our attention as possible, it revolves around the idea of users spending only 8 minutes on the platform – minutes that founder and tech entrepreneur Sue Fennessey argues will offer a chance to “reconnect with your friends” and “inspire you with content you love”.

Admittedly, that all sounds a bit like big data doublespeak. But whilst the vision might be idealistic, it’s hard not to see the potential. Despite only launching in 2022, the platform has made enormous strides – bringing major players such as Levi’s, PepsiCo, McDonald’s, ALDI and Heineken onto the bill as advertisers, and just under a million users reportedly using the app as of 2023. With a goal to expand, and reach 80 million users within the next two years, it’s fair to say that this is an app driven by ambition. Whatever the end result, its progression should make an interesting watch.

Models like the one that WeAre8 thrive on are a small part of a big picture. With an increasing number of ‘alternative’ social media apps popping up, this growing consumer interest could have a growing influence over the ways in which we create and interact with content, and advertise on social media. 

Take Cara, as another example. If you’re within the design space, chances are you know of someone who’s recently made the leap over to the new artist portfolio app. Maybe you’ve even made the jump across yourself.

Pinned as an ‘arts-centric combination of X and Instagram’, Cara champions authenticity over algorithms, filtering out generative A.I content, and positioning itself as a creators-first social media platform. Its commitment to creators is one that’s embedded in its design, with the site including a jobs focused tab for companies to find artists, and artists to find new roles. Users also have the option to connect with peers and potential new fans. Within just weeks of its launch, the app had 700,000 users – directly representing that demand for socially responsible social media. Whether apps such as WeAre8 and Cara could ever pose any real challenge to the bigger platforms is a big if. Plenty of alternative platforms have been and gone, all without gaining any comparative traction, and the full list of smaller platforms is countless. But, whether it’s a neighbourly NextDoor app or a not-so-neighbourly Trump’s Truth Social, the consumer demand and interest in alternative social media remains firmly in place.