With concerns around data security and censorship driving a growing sense of dissatisfaction with Big Tech, some people are searching for ways to communicate, socialise, and organise online outside of mainstream social media platforms. How will this shift transform the digital space?

In China, young entrepreneurs are using VPNs to access international audiences on Instagram and promote their brands. More than a demonstration of new career paths, the phenomenon also signals a wider movement of people circumventing regulations to get a slice of the pie.

Shadowbanning, a seemingly common but often denied practice by big tech, is helping to further erode people’s trust in social media platforms. How can the brands engaging with these users online foster transparency and loyalty within a growing climate of distrust and paranoia?