"Not everything was worth seeing - or posting. But at least we, the users, were the undisputed protagonists of Facebook, Twitter (launched in 2004 and 2006, respectively), and a few years later Instagram (2010). That was precisely what drew us in: these networks really did resemble "digital squares," expanding or sustaining our social ties in a very literal sense. Fast-forward twenty years and the picture has changed dramatically."
"It's even worse on Instagram, where personal connections have nearly disappeared, replaced by an algorithmic selection of creators, educators, comedians, journalists, celebrities, singers, and countless others I never chose to follow. More than a social network, Instagram - like TikTok - now resembles a kind of hyper-accelerated, smartphone-sized television. I scroll through it with less interest than when I used to channel-surf. The result: my weekly "screen time" report shows a steady decline in time spent on social platforms."
Social platforms that once foregrounded personal posts and social ties now prioritize pages, creators, ads, and AI-generated low-quality content. Personal contacts have largely disappeared from feeds, replaced by algorithmic selections of creators, journalists, celebrities, and other public figures. Instagram and TikTok increasingly resemble hyper-accelerated, smartphone-sized television rather than peer-centered networks. Many users report reduced interest and declining time spent on these platforms. Charts revealed that the share of content posted by contacts on Facebook fell from 22% in 2023 to 17% in 2025, illustrating a measurable shift away from friend-centered content.
Read at Domusweb
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