"I think everyone from our generation knows this feeling: You pick up your phone for a moment, just want to quickly check something – and suddenly an hour or more has passed and you wonder where the time has gone."
Pitch & People Episodes
PITCH & PEOPLE Episode 32: 8pm Social
8pm Social instead of doomscrolling: Back to real connections. Social media is addictive – this is shown not only by studies and a court ruling from the USA, but also…
For Saskia TeufelFor the founder of 8pm Social, this feeling is not an isolated case, but a symptom of a system, as Munich Startup explains. Videocast Pitch & People Social media, as it works today, is designed to hold attention for as long as possible.
The major platforms have perfected this. Content is algorithmically displayed in such a way that users keep scrolling. The original idea of connecting with friends is increasingly fading into the background.
"In the past, people downloaded social media to see what their friends were doing – today it's more like personalized television,"
says the devil.
At the same time, criticism is growing – politically, socially, and scientifically. Studies show negative effects, especially on young people. For the founder of 8pm, this is a clear mandate: Social media needs to be rethought.
New urgency: When addiction becomes a legal issue
The debate has recently reached a new dimension: In the US, a court has ruled for the first time that major platforms like Facebook, Instagram, and YouTube design their products in a way that can be addictive. In a widely publicized trial, juries concluded that companies like Meta and Google failed to adequately inform users about the risks and that their services are deliberately designed to promote addiction – for example, through mechanisms like endless scrolling.
The case is considered groundbreaking, not least because numerous other lawsuits could follow. For Teufel, this confirms what many have long intuitively sensed: that the usage is not accidental, but rather the result of a system specifically designed to maximize attention.
8pm: A radical counter-proposal
Teufel's startup is pursuing precisely this approach. 8pm is not intended to be just another network fighting for maximum screen time – but one that is used consciously.
The key element: The feed only updates once a day, at 8 p.m. Users can collect and upload content throughout the day, which then appears in a bundle.
"You can look at what your friends or favorite creator have done – and then put your phone away and concentrate on real life."
The idea behind it is deliberately simple and therefore effective. Instead of regulation, 8pm focuses on product design. The platform itself is intended to prevent excessive usage from occurring in the first place.
Back to real relationships
Another difference: 8pm wants to refocus on real social connections. While current platforms primarily deliver interest-based content, the startup focuses on friendships and personal networks.
"We don't optimize for maximum time spent on the platform, but for relevance. It's not about constantly suggesting new content to you, but about showing you what's truly most important to you."
In addition, there's a thoughtfully designed profile that's more than just a collection of posts. Users can present themselves more comprehensively, connect with other platforms, and share content more strategically. At the same time, the team focuses on verification to ensure genuine users and minimize AI-generated content.
The goal: less consumption, more exchange. Or, as Teufel puts it:
"Less scrolling, more real connections, and above all, more experiences in real life."
Saskia Teufel is the founder of 8pm Social with the goal of making social media social again.
Growing up in a small village, she gained diverse experiences early on – from part-time jobs to her own animal welfare initiative. After studying business administration in Weingarten, she took over the management of the student consulting firm at the age of 19, later worked in strategy consulting, and initiated a startup program at her university. After stints at a deeptech startup, various projects, and a stay abroad, she is now fully focused on her own company.
With 8pm Social, she is developing a European network without algorithms and endless scrolling, but with a focus on genuine social interaction.
More than an app: Community as the key
For 8pm, social media doesn't end in the digital space. The platform is just one part of a larger concept that strongly emphasizes community.
"An app can be created quickly and disappear just as quickly. What counts in the long run is the community behind it."
That devil.
That's precisely why the startup has been thinking about events, real-life meetings, and long-term user engagement from the very beginning.
The ambition is high: 8pm is not intended to remain a niche product, but to become a mass-market product – initially in the DACH region (Germany, Austria, Switzerland), and later internationally. At the same time, the team is aware of how difficult this path will be.
Because in the end, one thing above all else matters: whether the first users stay.
"The period around the launch on June 10th and the weeks that follow will be crucial in determining whether we succeed in gaining attention and, above all, in showing that people are actually using the app and keep coming back."
One thing is certain: the need for alternatives is growing. And with 8pm, a startup is entering the market that aims to redefine the fundamental principles of social media.
