What does the future of social media look like? Well, it will be a lot less social

Nearly two decades ago, Facebook exploded on college campuses as a site for students to stay in touch. Then came Twitter, where people posted about what they had for breakfast, and Instagram, where friends shared photos to keep up with one another.

The change has implications for large social networking companies and how people interact with one another digitally. But it also raises questions about a core idea: The online platform. For years, the notion of a platform – an all-in-one, public-facing site where people spent most of their time – reigned supreme.

For users, this means that instead of spending all their time on one or a few big social networks, some are gravitating toward smaller, more focused sites. These include Mastodon, which is essentially a Twitter clone sliced into communities; Nextdoor, a social network for neighbours to commiserate about quotidian issues like local potholes; and apps like Truth Social, which was started by former President Donald Trump and is viewed as a social network for conservatives.

A shift to smaller, more focused networks was predicted years ago by some of social media’s biggest names, including Mark Zuckerberg, Meta’s chief executive, and Jack Dorsey, a founder of Twitter. Eugen Rochko, Mastodon’s chief executive, said users were publishing more than 1 billion posts a month across its communities and that there were no algorithms or ads altering people’s feeds.

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