The social media landscape, once dominated by unstoppable giants, is undergoing a radical metamorphosis. Users, tired of being inundated with unwanted content and invasive advertising, are seeking refuge in smaller, more genuine spaces. It is not just a passing fad, but the sign of a profound change in the way we perceive and use social media. The great era of "monoliths" is coming to an end, and this could be excellent news.
Escape from the giants
For over a decade, social media has brought people together across a few platforms: primarily Facebook, Instagram, and Twitter. And we know well how their growth has evolved: from places of connection to entertainment channels (bombarded with advertising, virtual screams and algorithms that favor fighting to keep people glued to the screen for longer). A deterioration that has produced a lot of disappointment: especially among younger users, who today look for (and find) alternatives.
The shelter? “Private” circles like group chats, or new platforms who try to emerge by offering "original" social experiences with less clutter. In these small spaces, populated by friends and family, there is no pressure to share every thought or exploit every post for work opportunities. These places are free from the constant avalanche of curated content, advertising, and acts of “exhibitionism” in written form.
The collapse of social media and the birth of “pluriversity”
What is happening to social networks was somewhat predictable, but it was not easy to do. Too many concomitant factors at play, and still little ability to cross-reference the data. However, the elements were all there: starting from the medical research onincrease in eating disorders o psychological and perception of himself in men and women who assiduously used social media. Or from the sociological ones that showed how the very nature of social media was unnatural: we shouldn't communicate so much, and doing so every day towards thousands of people destroys our ability to do so in an authentic, vertical way, creating an emotional bond with the person we have in front of us.
Now that the omelette is done, what evolution do we expect? There are different opinions, especially among professionals: three in particular caught my attention.
Chand Rajendra-Nicolucci, a researcher at the University of Massachusetts Amherst, suggests that the future of social media could be “more private and more fragmented.” In a paper published this year, he and his colleagues imagined a “pluriversity” composed of existing platforms and an ecosystem of “very small online platforms” – private communities and niche services that host intimate or interest-specific conversations.
Rebecca Rinkevich, director of the Institute for Rebooting Social Media, believes that large social platforms will not disappear anytime soon, given their crucial role in multiple aspects (from activism to the management of natural crises). However, with people's attention fragmenting across dozens of platforms, she sees a growing challenge for public bodies and private companies in establishing an effective online dialogue with users.
Mike McCue, CEO of Flipboard (hi, guys! Treat us nice the space we have there) imagine a future where the next big social platform combines the benefits of small, transparent communities with the ability to reach millions of people. Instead of a single platform trying to please everyone, McCue also sees a future of a network of platforms offering personalized experiences to users.
In short (Italian only)
Making predictions is difficult (especially in times in which a service can be born, boom or fail in a short time). But we try. The future of social media may not be dominated by a single platform, but from a network of platforms that offer personalized experiences. This type of open and decentralized system could help break the “tyranny” of large platforms. And maybe give everyone more control over their social media experience. we'll see
