People are just trying to find authentic communities," Eric Wittman, CEO of photo-editing app VSCO, told Business Insider. Wittman pointed to Reddit's surge in users and skyrocketing earnings as an example. Bluesky's user base has also risen in recent weeks to 21 million, and Mastodon is seeing more modest growth, with about 90,000 new sign-ups this month, according to its CEO.
"It will create a lot more fragmentation in the market," said Wittman. "It's going to be more interest-driven and more community-driven, which I think is healthy."
Audiences are also more discerning. Some are getting cynical about sponsored posts and bored of being sold to, especially when products or brands don't align with their values.
"As soon as I noticed my audience was shifting, I made the decision to only partner with brands that I believe in because I value my audience's trust." - Kate Smoothy, SEO specialist and content creator.
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