Hyves is back. And this time, they mean business.
Twenty-two years after the launch of the original Hyves, the Dutch social network made its comeback on 22 September 2026. Available via both web and app. With scraps, communities and, yes, the dancing banana. But above all, with an idea that sounds rather old-fashioned and therefore feels surprisingly refreshing: people come before the feed.
Hello Hyves. Long time no see.
Some things need no introduction. A scrap. A glitter graphic. A profile containing just a little too much information. And of course, that dancing banana. Hyves is back and has brought along some of its most iconic classics.
But anyone who thinks this is simply a nostalgic revival has not been paying close attention. The new Hyves has been rebuilt for the way we live online today. With friends and communities at its core, a clear chronological timeline and no endless stream of content. In short: the same old feeling, completely reimagined.
Less scrolling, more people
Social media does not necessarily have to mean that you are still scrolling an hour later. That is why Hyves has deliberately chosen a different approach. No endless feed and no algorithms designed to keep your attention for as long as possible. You see what is happening with the people and communities that matter to you. You can react, leave a scrap, share something and then simply move on with your day. Quite radical, really: a social network that does not encourage you to spend the rest of your day on it.
From familiar faces to new Hyvers
Of course, nostalgia plays a role. Research by Newcom among more than 2,000 Dutch people in April 2026 showed that for half of the respondents, nostalgia is a reason to try Hyves. But memories alone do not bring a social network back to life. That is why the new Hyves is firmly focused on the here and now. The same research found that almost 60 per cent of Dutch people say they would probably or certainly like to try Hyves. The potential audience is also remarkably broad: from Gen Z and millennials to Gen X and baby boomers.
Dutch, European and a little bit stubborn
Hyves wants to do things differently. With privacy as its starting point, user data stored and processed within the European Union, and a predominantly European technical architecture. Hosting is provided by Scaleway. The development process itself has also taken a different approach. The platform, built together with Apadmi, was not developed behind closed doors for months only to be presented as a fully finished end product. 22 September marked the beginning. From that point onwards, the focus is on listening, testing and improving.
Users will quite literally have a voice in that process. Hyves has its own dedicated Hyve where updates are shared and feedback is collected. Polls will follow, allowing Hyvers to contribute ideas for new features. And yes, there is more to come. Think one-to-one chat, birthdays, a friendship book and new possibilities for communities.
Taking it easy at first
A little caution never hurts. That is why Hyves will not open its doors to everyone all at once on 22 September. During the first week, new users will be admitted in phases: a maximum of 10,000 on day one, followed by an additional 50,000 each day. After that, the platform will be fully opened. This allows the team to monitor the first experiences, make adjustments where necessary and continue refining the platform. Hyves may be back, but it does not have to be perfect from day one.
Most importantly, it should remain a friendly place.
There are even rules for that. Ten commandments, to be precise. Treat each other like people. Think before you believe something. Do not turn a difference of opinion into a digital war. Protect your data. And perhaps the most important one: leave the community a little better than you found it. The dancing banana is more than welcome to stay.
And for brands? Hyves is taking a slightly different approach there as well.
Advertising on Hyves will not be about shouting the loudest to get attention. From 2027 onwards, native advertising products will become available, including Branded Hyves, Buzz positions in timelines, native display formats and community-focused activations. Selected launch partners will already be able to participate in the development of the platform and new propositions during the fourth quarter of 2026. Rates and specifications are expected to be announced by the end of 2026.
The idea behind this is simple: attention should be earned. No digital ambushes with pop-ups, autoplay videos with sound or full-screen interruptions. Instead, relevant advertising that adds value to the user experience. And perhaps the best part of the advertising guidelines is their unofficial eleventh commandment:
The best advertisement does not feel like an interruption, but like a relevant contribution to someone’s day. Quite an ambitious commandment. But then again, Hyves was never afraid of a little ambition.
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