Where Small Moments Gather

Setlog takes a deliberately smaller approach to social media: a few seconds from your day, shared with a closed circle rather than broadcast for reach. Not every new platform needs to become the next Instagram or TikTok. Sometimes a simple idea is enough to remind us that social media can work differently.

Setlog takes a deliberately smaller approach to social media: a few seconds from your day, shared with a closed circle rather than broadcast for reach. Not every new platform needs to become the next Instagram or TikTok. Sometimes a simple idea is enough to remind us that social media can work differently.

A colleague told me about a new app called Setlog the other day, and the idea is wonderfully simple.

You record a two-second video every hour, and those little clips get stitched together into a kind of mini daily vlog. The catch is that it isn’t really for broadcasting to the world. You share it with a small, closed group of friends of up to 12 people.

Most social platforms now feel like they’re built around performance, reach and trying to get noticed by people you don’t know. Setlog sounds much smaller and more personal. Just a few seconds from your day, shared with people who actually care what you’ve been up to.

I’m always happy to see these little Davids take a swing at the Goliaths. Not every new platform needs to become the next Instagram or TikTok. Sometimes it’s enough to come up with one good idea and remind people that social media doesn’t have to work the way it currently does.

Of course, we’ve seen this story before.

Some promising platforms get bought by a much bigger company and slowly lose what made them interesting. Others just run out of money or momentum and fizzle out. Clubhouse, BeReal and plenty of others had something genuinely different, but that didn’t guarantee anything in the long run.

I hope Setlog sticks around.

*Photo by Maxim Berg on Unsplash

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