Amo’s ID App: Reinventing Social Media for Authentic Connections
The Decline of Social Media’s Original Purpose
In 2018, I observed that social networks were losing their core social function. While the exact turning point remains debatable, the trend has only intensified. Today’s major platforms—TikTok, Instagram, Snapchat, Facebook, YouTube, and X—have converged into algorithm-driven feeds of viral content from creators rather than spaces for genuine connection.
Introducing ID: A New Vision for Social Apps
Paris-based startup Amo is challenging this status quo with its innovative app ID, launching today on iOS. ID represents a return to social media’s roots—emphasizing creativity, personal expression, and meaningful connections with close friends.
The Zenly Connection
Amo’s launch carries significant anticipation due to its founding team:
- Led by Antoine Martin, co-founder of Zenly (acquired by Snap for $200M+)
- Includes 9 other Zenly alumni as co-founders
- Backed by $20M in funding from top investors including New Wave, Coatue, and DST Global
Zenly’s story is particularly noteworthy:
- Reached 18M daily active users at its peak
- Became one of Europe’s most successful social apps
- Was abruptly shut down by Snap during cost-cutting measures
ID: The Digital Canvas for Self-Expression
ID offers a radically different approach to social networking:
Core Features:
- Blank canvas interface: Start with an empty digital whiteboard
- Four creative tools:
- Sticker library
- Photo integration (using PhotoRoom’s cut-out technology)
- Text writing
- Freehand drawing
- Spatial organization: Arrange content freely with zoom, rotation, and resizing
“Our personalities are chaotic—they’re not neatly arranged in a 3×3 grid,” explains Amo CEO Antoine Martin. ID embraces this complexity, allowing users to create:
- Themed “islands” for different interests
- Evolving profiles that reflect current moods and activities
- Deeply personal digital spaces
The Social Dimension: Sharing and Discovery
ID introduces innovative social interactions:
- Sticker sharing: Borrow elements from friends’ profiles
- Profile customization: Add content to friends’ spaces
- Emergent behaviors: Early users have created guestbooks, shelves, and other creative uses
Addressing the Loneliness Epidemic
Amo’s mission goes beyond typical social media metrics:
- Active vs. passive engagement: Designed for meaningful, brief interactions
- Anti-addiction features: App closes after viewing all updates with a “get some fresh air” message
- WHO-aligned vision: Combats the “loneliness epidemic” by fostering real connections
“Current social networks are very passive,” notes Martin. “We aspire to return to earlier social media principles where you actively engaged with people who mattered to you.”
What’s Next for Amo?
While ID is Amo’s first product, the company hints at broader ambitions:
- Potential for creator economy features
- Plans to reach 100M+ daily active users for sustainability
- Additional social app concepts may follow
With its experienced team, substantial funding, and fresh approach, Amo represents one of the most promising attempts to redefine social networking in years. As Martin puts it: “We’re deliberately shipping something radically different.”
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