Is it finally the end of social media as we know it? Especially in the West, where users are far from enthusiastic about the rules that govern them

In recent years, social media have continued to grow in terms of user numbers and revenue volume, confirming their central role in the everyday lives of millions of people; unsurprisingly, the companies that run them remain among the richest and most influential in the world. At the same time, however, it is clear that individual platforms are going through a phase of profound transformation – with all the consequences that entails. Platforms that for almost two decades shaped the online experience of countless users have rapidly changed their form and function: from relational environments, they have become systems that more closely resemble content distribution networks, driven by increasingly powerful algorithms.

Recent initiatives by companies such as Meta and OpenAI make this shift particularly evident. For example, the launch of platforms based exclusively on AI-generated video, such as Vibes and Sora, marks a further departure from the original idea of social media, reducing the importance of the online relational dimension. Essentially, these environments are no longer accessed to share personal experiences, but to consume – as passive spectators – streams of content.

The transformation of feeds and the loss of the social dimension

The profound change within platforms is the result of a process that began some time ago. Over the years, platforms have increasingly relied on algorithms and their underlying logic, to the point where most of the content shown no longer depends on the people one chooses to follow, but on what is most likely to capture and retain attention on an individual level. This model, popularised by TikTok, was later adopted by Facebook and Instagram as well, significantly reshaping the user experience on social media.

Data published by the platforms themselves confirm this trend. Content shared by friends and direct contacts is steadily declining, while material produced by creators, thematic pages and advertising placements continues to grow. This dynamic has had direct repercussions on how people use social media: today, posting personal content means exposing oneself to an increasingly broad and undefined audience, often receiving limited visibility in return. It is therefore unsurprising that many users have stopped posting regularly, choosing instead to simply consume what appears in their feed. As a result, participation decreases even further, and platforms increasingly function as mere content distribution channels.

Do Western users hate traditional social media?

Globally, the number of active social media users remains very high, largely thanks to growth in developing countries. In the West, however, the picture is different: the user base is relatively stable or slightly declining, and at the same time the average number of platforms used by each individual is shrinking. The most significant signal concerns the time spent on platforms. After peaking in 2022, average daily usage has begun to decline gradually but steadily. And for companies whose business models are built around capturing user attention, this metric matters far more than the simple number of registered users.

The causes of this fatigue are manifold. On the one hand, the proliferation of automatically generated content of questionable quality makes the experience repetitive and unsatisfying. On the other, the loosening of moderation policies has increased exposure to controversial content and disinformation. In response to this scenario, interest is growing in less crowded digital environments that are less dependent on algorithms – such as group chats, thematic channels, forums and newsletters. These spaces operate according to logics that differ from those of contemporary social media: the goal is not to reach the largest possible audience, but to build more or less stable relationships around shared interests.