You might have heard about the superhot 2015 startup Camarilla, the social media platform that wants to make social media more personal. With the Path like app, users share photo’s and video’s with a maximum of fifteen people at a time. The catch: posts and following conversations aren’t public, but sent as individual direct messages. With an estimated million users, companies like Facebook and Snapchat are interested in what Camarilla has to offer. But do the user numbers actually add up?
Camarilla (meaning a group of courtiers or favourites who surround a king or ruler) was co-founded by CEO Constance Scholten in 2015. In a time where mass sharing, followers and likes are king, Camarilla’s intimate idea of social media came as a breath of fresh air. Schouten envisioned a social media platform that allowed users to actually connect and share with each other – an element of social media that seemed to have lost its sincerity and importance over the years. Camarilla therefore allows a maximum of fifteen friends, a number that is based on the work of anthropologist Robin Dunbar, who claimed that fifteen is the maximum amount of people one could develop friendship.