The end of social media?

Since 2006, Twitter has been a prominent host of internet discourse. The text-based site enables users to send out phrases within a character limit, making the platform somewhat of a global chatroom. For years, Twitter was a place for news, comedy, culture, and insight, a place where people with shared interests formed communities and could stay in touch in real-time. 

However, in recent years, the use of Twitter as a popular social media site has declined. The social media industry saw a shift towards media-based platforms such as Instagram and TikTok. After a turbulent battle, infamous tech mogul Elon Musk acquired the company in October 2022 in hopes of saving it. Under the guise of efforts to promote free speech and “truth”, the app has suffered somewhat of a dictatorial regime following the Musk takeover. From policies such as monetising the verification status and unbanning certain controversial figures, to its recent rebranding to X, it can be argued that what we once knew of as Twitter is now transforming into an entirely different site. It even appears that there has been more censorship ever since the billionaire took control. 

Although Musk’s main goal was to promote free speech and neutralise the platform, the changes he has implemented have led to the proliferation of false information and a surge of right-wing commentary 

Although Musk’s main goal was to promote free speech and neutralise the platform, the changes he has implemented have led to the proliferation of false information and a surge of right-wing commentary. The company has also been alleged to be complying with demands of autocratic governments. Twitter was once a place to get live updates from journalists and news channels, but it has since become rampant with misinformation and bias – and Musk does not seem to be helping. Among users, this begged the question of whether or not the platform can still be considered reliable and useful. 

Further, Musk’s constant presence and seemingly outrageous tweets and polls give the sense that it’s more so a hobby and playground for him rather than a neutral site to be used by all. In December 2022, a mere two months after becoming the CEO of the company, he posted a poll asking users to vote on whether or not he should step down. Later on in June 2023, after actually stepping down and being replaced by Linda Yaccarino, Musk tweeted a suggestion to have a cage fight with Mark Zuckerberg. The internet soon saw the source of Musk’s enmity when Threads was released in July of 2023.

The use of social media is fueled by the need to connect and engage. This has led Threads to rise above other text-based social apps which were aspiring to replace Twitter, due to it being backed by millions of users of its parent company Meta, who also own Facebook, Instagram, and WhatsApp. Threads’ arrival was explosive, with the platform reaching 100 million users in the first week alone.

There have been mixed reviews of Threads, but more people are optimistic about it. However, as the biggest contender to Twitter, or should I say, X, Threads has marginalised other smaller platforms hoping to find a place in the ever-expanding social media industry. Attempts by BlueSky, Mastodon, and Diaspora to become the next dominant text-based app proved unsuccessful, as there was nothing distinct enough to set either one of them above the rest. These companies lacked the resources and power to convince a large body of users to transition to their app, unlike Threads. This suggests a future in the market where newer apps are unable to pave their way against the competition of powerhouses like Meta. Perhaps the main way for them to succeed is to introduce unique quirks or significant features that are not available on other platforms, which opens up new avenues for social media. 

But as social media companies continue to pursue growth, there is a caveat that goes hand-in-hand with expansion, and it is the fact that there is a trade-off between monetisation and user satisfaction

Social apps facilitate the ease of communication and connection across people on the internet. The first sites were introduced to help us stay in touch with our friends and family. Then they started growing in size, aggregating more and more users, and introducing wider capabilities to create a global network. Now, they not only help us connect, but these apps are also a primary source of entertainment and information exchange. Some apps are there to maintain contact with your circle, like WhatsApp or Snapchat. Others serve a bigger purpose for engaging with content creators, such as TikTok or YouTube. The role of social media is constantly broadening and diversifying. But as social media companies continue to pursue growth, there is a caveat that goes hand-in-hand with expansion, and it is the fact that there is a trade-off between monetisation and user satisfaction. 

Users are increasingly tired of the pests that have plagued their social sites. Once, they roamed the internet without being distracted by incessant ads. They also had access to the whole capability of the app, without the need to pay an excessive subscription fee for additional features. Now, it’s difficult to watch a 20-minute YouTube video without being interrupted (unless you pay for a Premium subscription). It’s a lucrative business – not only for investors and advertisers – even users see themselves going to the other side. It’s not only about friends and family. We want to create an image for ourselves and establish an online persona. Having lots of followers means more viewership and more brand deals. Controversy is rewarded with fame and recognition. 

It’s too late to turn back to the simplicity of what social media once was. Humans evolve, and so too does our technology. We have seen the rise and falls of social platforms such as MySpace and Vine. We have also seen the success of unique sites that introduced a whole new category altogether – dating sites or influencer platforms like Twitch, Patreon, and OnlyFans, to name a few. There are also some platforms designed for your close friends only, like BeReal, which have appealed to users’ need for authenticity, to the extent in which it can be perceived online.

But the rise of these niche networks also begs the question: at what point are there too many?

The future of social media platforms relies on their ability to keep up with trends and cater to our ever-evolving preferences. Social platforms now have to include features that facilitate our need to create and see content. Otherwise, they to find a way to make connections more interesting and valuable (for instance, BeReal). The continuous growth of already prominent platforms can make social media overwhelming and alienating. It is becoming increasingly common for companies to create smaller platforms designed for specific communities. For instance, Letterboxd for moves, Ribblr for knitting, and Goodreads for books. They also provide an additional benefit to advertisers who are able to easily find the target audience. 

But the rise of these niche networks also begs the question: at what point are there too many? It’s unrealistic to expect the average social media to juggle between several different platforms, one for each need. Do they really need to create a new account for specific uses like Nextdoor – specifically catered to facilitate communication between neighbours? Or Imeen, to talk about music? It may be more efficient for these precise needs to be adapted into already-existing sites. For example, WhatsApp allows users to create communities where various groups can be created under one general umbrella, such as a neighborhood or school. Reddit is a platform where users can subscribe to and participate in subreddits that pertain to a certain common topic. These bigger apps, which enable the micro-organization of communities, are useful. Whilst a lot of people have varying interests over time, it’s rarer to have a sustained interest. They can create one account and hop between groups depending on their need, without having to reacquaint themselves with a new app.

Ultimately, it is up to users to construct their social media experience. The Twitter chronicle marks another slow deterioration of a once-beloved platform. But in its place we will find the emergence of newer, more innovative sites that can be more in tune with the current needs of users. It may be Threads, or users will move away from short-text apps in general.