Social media has become less social. Put off by curated feeds, overly stylised aesthetics and the performative aspect of posting online, many social media users are turning to group chats and 'dark socials' for deeper online connections with like-minded people and niche communities.
Across social media, many are arguing that the social aspect of having a digital presence on such platforms is dead. Users are switching to messaging apps and group chats instead as these spaces offer solace in more personal interactions and niche communities, with peer-to-peer interactions coming through in the safety and comfort of group chats.
In the UK 43% of Facebook users, 31% of Twitter users and 24% of Instagram users have considered leaving the apps. And in the US, 45% of Facebook users, 32% of Twitter users and 22% of Instagram users have thought about parting ways with these social networks. But while sharing on social media platforms has declined, consuming content hasn't as social media users spent 151 minutes per day on such apps in 2022 - up from 147 minutes in 2021.
The social media users of today are arguing for more control and choice, and some are even leaving social media apps altogether in search of improved mental health and wellbeing. Acknowledging the metamorphosis of social spaces and their function in users' lives can yield more success than pushing for inorganic socialisation, and apps like Instagram are embracing this shift through its ads that celebrate in-person socialising facilitated through private group chats.
