Social media, as it was initially intended, is undergoing significant changes. The days of freely posting anything and being appreciated for it are fading as social platforms lean toward sharing within private groups. This shift is largely due to the curated feeds that these platforms prioritize. While this may come as a surprise to new social media users, content creators and analysts have been aware of this trend for some time. Many have expressed their frustration with the trend, feeling discouraged by the emphasis on perfectly curated professional content.
Photographer and content creator Tati Bruening, for example, voiced her frustration with Instagram flooding her feed with meticulously curated content while disregarding more casual posts, such as cooking a simple meal. Bruening believes the problem lies with Instagram’s algorithm, which the company introduced to compete with platforms like TikTok. The algorithm prioritizes algorithmically suggested posts over chronologically displayed feeds. In response, Bruening launched a campaign called “Make Instagram Instagram Again” in 2022, urging the platform to reverse the algorithm. The campaign gained support from thousands of users, including celebrities like Kylie Jenner and Kim Kardashian.
Despite the campaign’s popularity, Instagram continued to prioritize curated content, shifting from a platform for regular people’s photos to a well-curated platform with carefully planned content. To counteract this, average users have turned to private groups and features like Close Friends to share photos, chat, and be themselves without the pressure to appear perfect. However, this sublayer of Instagram is not viewable to the general public, creating an unspoken social standard that limits what is allowed on the platform.
Even Instagram’s head, Adam Mosseri, admitted that users now prefer direct messages, group chats, and closed communities. Regular postings are now dominated by influencers and content creators, while non-creators seek solace in private groups. This shift has led many to believe that the original concept of social media, as it once was, is dead. Instagram, in particular, has evolved from a social platform to a media-focused platform, with an emphasis on videos, live-streaming, and shopping.
The changing rules and emphasis on professional content have discouraged many users from posting on their own feeds. The bar has been set high, making average users feel inadequate or as though they have nothing to sell. As a result, people are turning to closer communities for comfort and connection. Social platforms are taking notice of this trend and introducing paid subscriptions that offer participation in exclusive group chats. This shift back to more intimate communities and private sharing marks a significant change after a decade of public exposure on social media.
It is difficult to predict how this will impact the broader landscape of online sharing in the long run. However, one thing is clear: people are seeking an authentic and healthy digital experience that mirrors their real-life interactions in friendly environments. Social platform engineers are recognizing this shift and developing platforms that prioritize connection and niche communities over popularity and presence. Ultimately, users are reclaiming agency over their online experiences and shaping the future of social media.