There's a newcomer to social media, and it's causing a ripple. Launching in beta on June 17, 2025, Own is a decentralized platform that's sort of like TikTok's wayward cousin, with a dash of creator autonomy. As TikTok's fate in the U.S. remains up in the air, Own's entry could not be timelier. It's positioning itself as a platform where creatives are in control and actually get paid decently. Let's take a closer look at what's so groundbreaking about Own—and why everyone's abuzz.
A Social Media App with a Twist
Own, founded by Amir Kaltak, Katia Zaitsev, and Sarah Mick, takes the most widely used features of apps like Instagram and TikTok—swipeable short videos, text posts, and DMs—and adds a game-changing twist: it's decentralized. That's you, not a corporate behemoth, in charge of your data and content. No risk of having your account shut down by a platform or snooping through your data. It's a welcome respite in a world where privacy is a far memory.
“We’re all about giving creators control, paying them fairly, and helping them connect in a real way. Social media’s got some big problems, and we’re here to fix them,” Sarah Mick, Own’s Chief Creative Officer, told TechCrunch.
If you’re a creator tired of jumping through hoops to get paid or getting lost in the algorithm, Own’s speaking your language.
Cash for Creators, No Catch
What's got creators hyped is Own's $OWN Token program. It's kinda like internet cash you earn based on how much people identify with your videos. The best part? You don't need a million followers or an address you can only share with people you invite to it. Wherever you're recording in the little town or metropolis, Own lets you start collecting from day one.
Amir Kaltak summed it up: “So many creators around the world can’t make money on big platforms just because of where they live. We’re changing that with Own, giving everyone a fair shot.” The app uses some of its profits to buy $OWN Tokens and share them with creators, creating a system that feels like it’s actually rooting for you. It's kind of like how Chingari, another Indian app, rewards its 180 million users tokens—except Own's trying to do it on an international level.
Perfect Timing With TikTok Drama
Own cropped up just as TikTok's US soap opera hit new heights. On June 19, 2025, President Trump gave ByteDance a further 90 days—September 17, 2025—to offload TikTok's US operation. With so much drama, creators and users are looking for a Plan B, and Own's intervening. Xers are already swooning about it as a "TikTok killer" because of its privacy-first philosophy and creator-friendly payouts.
With nearly 40,000 people on the waiting list and over $5 million in venture capital from investors like Sarah Mick and Michael Terpin, Own is off to a blazing start. You can get it for free on the App Store or Google Play, and early users are raving about it. In one X post, it was called "super smooth," with the team already working to eliminate any bugs. That kind of responsiveness is a great sign they're in for the long haul.
Why Own's a Big Deal in 2025
Social media stands at a turning point. With over 5 billion users all over the world, people have reached their limit of creepy data antics and favorites-playing platforms. Own's decentralized architecture is like a rebellion against all that. It's picking up the same essence as apps like Mastodon, where individuals long for control, not yet another scroll-addicting party. And it's eschewing drama-prone content that makes you rage-quit on other apps in favor of real creativity and human connection.
Own's riding the social commerce wave as well, where shopping and scrolling converge. With U.S. social commerce on track to hit $107 billion this year, apps that make it easy for users to create and get paid are worth their weight in gold. Own's token system gives creators a stake in the action, a huge for Gen Z and millennials who'd like to make money from their passions.
The Road Ahead (and a Few Bumps)
Own's grand plans, however, aren't going to be smooth sailing. Going up against the likes of Meta and X is akin to David taking on Goliath. Building a user-friendly, highly secure decentralized application is fraught, and they'll need to persuade the users addicted to algorithmic instant gratification on TikTok. But with savvy founders like Kaltak and Zaitsev (Web3 veterans) and Mick (Tinder and Bumble veteran), Own has cred.
The buzz on X is positive, with creators calling it a "game-changer" and praising its fair pay model. If Own can keep up the momentum, it could build a devoted following, especially among creators burned by other sites.