By: Lexi Miller
The dynamics of social media have shifted significantly over the past couple of decades. Initially, platforms like Facebook and X (formally Twitter) were built for genuine interactions between friends, family, and other users. They were meant to be places where users could share about their lives and have conversations with loved ones. Over time, however, these platforms became a commercialized space as businesses began to rely on influencers, using algorithms to their advantage, and leaning into the world of e-commerce.
The Rise of Influencers
One of the biggest changes in the social media landscape has been the rise of branded content and influencers. Users and businesses began to see the value of the direct connection they could have with potential consumers. The opportunity to reach large audiences with the click of a button became an efficient way to communicate. Nonetheless, a full-fledged influencer industry arose out of what used to be casual, “lowkey” endorsements. Influencers began curating their brand to attract certain partnerships and sponsors as well as using specific hashtags and captions given to them by the collaborator.
Algorithmic Ranking
Additionally, the algorithms that dictate what users see on their feeds have further shifted the focus from genuine interaction to monetizable content. Many platforms use quantifiable metrics like likes to push content on user’s feeds. They often favor content that will drive engagement, regardless of the value, truth, and relevance of the information. This has led to a feedback loop in which users focus more on garnering engagement than authentic interactions with friends, family, and followers. The more they do this, the more attention they get, furthering the desire to create more sensationalistic content. The algorithmic framework of modern social media platforms has forced many businesses to spend more money to push their brand higher in the algorithm.
Monetization
The rise of e-commerce and monetization of content has created a grey area, blurring the line between business and candid, human interaction on social media. Nowadays, we have features such as Facebook Marketplace or TikTok Shop and influencers pushing users to “Use my code!” or they create and then promote their own line of products with the brand. Moreover, this has created a “digital storefront” on many platforms where users are simultaneously consuming both content and products.
Although social media has proven to be a great asset in helping businesses and brands grow their reach, there is no doubt that it has since changed the landscape, use, and experience of the media platforms we all know and love.
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