The new Hyves aims to be almost the opposite of the social media platforms we’re used to today. No endless “For You” feed and no algorithm that determines what you’re likely to find interesting. You’ll get a chronological timeline with posts from friends and communities you follow yourself. According to Hyves, user data isn’t shared with third parties, and the service is hosted within Europe.

The slogan actually fits perfectly: Just fun. No fuss.

Sounds ideal, doesn’t it? Especially when you consider that “just checking Instagram” these days can easily turn into twenty minutes of watching Reels.

Apparently, we’re not the only ones who find that idea appealing. According to a Newcom survey of more than 2,000 Dutch people, nearly 60% say they’re likely or definitely going to try the new Hyves. In addition to nostalgia, personal connection, fewer algorithms, clarity, and simplicity are cited as reasons.

Of course, 60% sounds pretty convincing. Still, we don’t just take a percentage like that at face value. While more than 2,000 respondents may be statistically sufficient for a good sample, without knowing how representative that group is, that 60% doesn’t automatically mean that six out of ten Dutch people are eager to join Hyves.

We therefore view this percentage primarily as an interesting initial indication, rather than immediate proof that the entire Netherlands wants Hyves back. It’s easy to create an account out of curiosity or nostalgia. But to then ignore Instagram or TikTok? That’s a different story.

An algorithm ensures that there’s always something new waiting for you. On Hyves, the opposite might happen soon. You’ve seen your friends’ updates, browsed around a bit, and then there’s simply nothing new left.

Social media expert Joey Scheufler sees that calm as a potential added value of Hyves, but also points out the downside: if friends post infrequently, there’s little to see. Communication scholar Emmelyn Croes also wonders what need Hyves can fulfill in the long term that existing platforms—and WhatsApp, for example—do not yet fulfill.

And that’s kind of funny, actually. We complain quite a bit about algorithms, but at the same time, we’ve gotten pretty used to them. We expect there to always be something new, funny, or interesting waiting for us as soon as we open an app.

On Hyves, it might soon be the case that you check out what your friends have posted, leave a quick comment somewhere, and then just go about your day.

Unthinkable for TikTok. But for Hyves, that might actually be part of its charm.

It remains to be seen whether Hyves will truly reclaim its place alongside Instagram, TikTok, and LinkedIn. So we’re not going to rush our clients into creating accounts en masse just yet.

What we do find interesting, though, is the idea behind the comeback. On social media, we’ve increasingly started creating content tailored to the algorithm: a strong hook, capitalizing on trends, keeping people engaged, and hoping that the content will then reach as many people as possible. That makes sense, because that’s just how those platforms work.

Hyves actually turns that on its head. There, you can’t rely on an algorithm to deliver your content to the right people. People have to choose for themselves to follow you, your community, or your content. That might make your potential reach smaller, but the attention you get is also more intentional.

This is an interesting development for brands. Not because we’ll all need a Hyves page soon, but because it reminds us that good content isn’t just about being found. You also want to create content that makes people consciously come back to you.

So no, we’re not throwing out hooks, trends, and algorithms from our content strategies just yet. But thinking a little more often about why someone might want to see your next post on their own? That’s something we can work with.

And if it turns out we have to do it with a doodle and a dancing banana again, we’ll just adjust the content strategy accordingly.

Sources:

• Mediahuis: https://www.mediahuis.nl/nl/nieuws/hyves-is-terug-nederlands-sociaal-netwerk-maakt-op-22-september-comeback
• Mediahuis: https://www.mediahuis.nl/nl/merken/hyves
• RTL News: https://www.rtl.nl/nieuws/binnenland/artikel/5654834/comeback-hyves-kans-van-slagen-algoritme
• NOS: https://nos.nl/artikel/2631990-pimp-je-profiel-en-krabbel-elkaar-hyves-maakt-na-13-jaar-een-comeback
• MarketingTribune: https://www.marketingtribune.nl/online/nieuws/2026/09/hyves-keert-terug-als-sociaal-netwerk/index.xml