Technology advances, changes in social behaviour, and a fresh generation of young users coming online, have spurred the development of new social media startups globally.  Some of these startups are leveraging new technologies such as Virtual Reality or Blockchain to offer new product experiences. Others have emerged as a reaction to the the pitfalls of first-wave social networks, where "authentic" engagement, positivity and a higher level of realness compared to incumbent platforms are championed. We note it is possible that some companies may overlap into more than one category.