Users increasingly want to spend less time on generalized sites like Facebook, Instagram, and Twitter, and instead join online communities tailored to their interests, she believes. Natalie Dillon, a consumer investor at venture firm Maveron, says she's starting to see an increasing number of founders build interest-first networks. "At its core, consumer behavior is pushing a shift from performance to participation," Dillon told TechCrunch. "For the next generation, community isn't a feature layered on top of a product. It is the product."