Why social media is becoming less social

Let's talk about something that's been on my mind lately – the not-so-social side of social media. We live in an age where scrolling through our feeds has become second nature, but have you ever stopped to think about how our online interactions are evolving? Inspired by a thought-provoking article from The New York Times, let's explore why social media is becoming less social and what it means for our digital landscape.

In the digital era, social media platforms were hailed as a revolution in connectivity, bringing people together from all corners of the globe. But as time has passed, something curious has happened – social media is becoming increasingly less social. According to the article, platforms like TikTok, X, and Instagram are transforming, prioritizing algorithmic content over real-time interactions and fostering a culture of performative behavior.

What's driving this shift?

One factor is the rise of algorithmic feeds, which prioritize content based on engagement metrics rather than chronology. While these algorithms are designed to surface content that's relevant and engaging, they can also create echo chambers and filter bubbles, limiting the diversity of perspectives and stifling genuine conversation.

Another factor is the pressure to perform. In the quest for likes, shares, and followers, users are increasingly curating their online personas to fit a certain mold, sacrificing authenticity for popularity. This performative behavior can lead to a sense of disconnection and alienation, as users feel pressure to present a polished version of themselves rather than embracing their true selves.

But perhaps the most concerning trend is the erosion of privacy and trust. From data breaches to misinformation campaigns, social media platforms have come under fire for their handling of user data and their role in spreading harmful content. As a result, users are becoming more wary of sharing personal information online and are questioning the integrity of the platforms they once trusted.

Where do we go from here?

As digital marketers and social media enthusiasts, we must recognize the evolving landscape of social media and adapt our strategies accordingly. Instead of prioritizing vanity metrics like likes and shares, let's focus on fostering genuine connections and meaningful conversations with our audience. Let's embrace transparency and authenticity in our online interactions, creating spaces where people feel comfortable being their true selves.

At the end of the day, social media is what we make of it. By approaching it with intentionality and empathy, we can reclaim its true purpose – to connect, inspire, and empower one another in our digital journey.

Stay authentic,

Camila Ferrari Kaplan