Member-only story
The End of ‘Social’: Why Platforms Reward Content, Not Connection.
Modern social media is no longer primarily about being social; it’s about being media.
What began as a digital extension of personal relationships has evolved into a complex, algorithm-driven landscape dominated by content, performance, and monetisation.
This shift has profound implications for marketers.
Originally, platforms like Facebook and Twitter were spaces for individuals to connect, share personal updates, and maintain real-life relationships online.
Today, these platforms reward content that drives engagement, often not from friends, but followers, strangers, or niche communities.
TikTok, Instagram, YouTube, and increasingly LinkedIn and X (formerly Twitter) are centred around algorithmic visibility and entertainment value rather than genuine social interaction.
Social media has become more like broadcast media. Influencers are the new TV hosts. TikToks are the latest commercials. Livestreams are the new live shows.
What matters isn’t who you know, but what content you can produce and how well it performs.
What This Means for Marketers:
- Content > Community : Brands must stop thinking of social media as a community tool…
