Social media has changed. Whether it’s Instagram or Facebook Reels, Youtube Shorts, or TikTok’s ‘For You’ page, we no longer follow people, we follow viral videos. Content trumps people. Trends and clicks determine our feed, not who we know; who we choose to follow. And for things we share, our followers are less likely to see this and more likely to Like and Share something from people we don’t know.

Algorithms, not our online community, determine what we see, what we relate to, and what consumes our attention. I’m in Spain and now every one in four TikTok videos on my page are in Spanish, I’ve seen a mom of a young child sharing what her life is like after moving from America to Spain twice now. Not because I follow her, but because the TikTok algorithm thinks this is what I want to see.

What does this mean for us? Social media influencers will be less influential… probably a good thing. But this will also mean we are more distracted and less connected. How this changes the landscape of our digital lives is likely to be an overall negative in the short term, and ‘to be determined’ in the long term. Time will tell.