social media isn't even social anymore

and getting the f off Instagram

Just let me be bitter for sec.. Instagram is basically now a marketing and advertising echo chamber. By even interacting on it is to continue to feed yourself more brand awareness, more advertisements and less human connection. Not only that, the difference between interacting with a person or an advertisement no longer exists. And now with AI the absence of genuine connection on Instagram is going to be even more tangible than it already is.

Let’s start with the fact that influencer’s used to be a way for brands to connect with their audience. But now we’ve entered a post-influencer world, and brands are bummed out because influencer posts aren’t paying off like they used to. And it’s so obvious! The water is muddy now so you can’t tell whether someone on Instagram is being genuine or whether they’re just a walking advertisement. Plus everyone is smarter about sniffing out ads now so using the “is it or isn’t it an ad” strategy is, in my opinion, le stupid (honestly what do I know though). Brands are obsessed with how to crack the algorithm with their content so everyone’s stuff ends up looking soulless and the same. I feel like that’s why people are suddenly making a jump to LinkedIn hoping a new algorithm blesses their basic AI generated ideas with something different, which leaves them behind the 8-ball because it’s not even about the algorithm. It’s about human connection. But they’re too algorithm obsessed to take a step back and remember the best content is content that pulls us in emotionally, making us feel something human. Thoughts and feelings are uniquely human, and manipulating those is the holy grail to advertising (which should come with a code of ethics but obviously doesn’t). Thoughts and feelings define a person’s choice of whether or not to buy something. Or follow someone. But constantly being sold to on a platform masquerading as “social” doesn’t feel good. The more Instagram becomes a place for brands it becomes less of a place for humans to feel something other than lied to. A place on the internet that used to provide human connection is now lost.

But what about those shared experiences we’re having through brands? That’s kind of cool right. We all had a shared WTF experience over the development of Duolingo’s bird that was zeitgeisty for a minute. But Duo’s level of humanity has been carefully crafted by an army of artists and animators since the company acquired the design studio, Gunner (artists and animators that I really respect!). What made that acquisition possible? Google, because Google owns Duo. So there, endless amounts of time and energy spent testing ads and collecting data to learn how to shove their brand awareness in your face and make it stick. Which brings me to my next point, Instagram’s playing field isn’t level. So the Duo bird isn’t actually human like us but a carefully crafted branded campaign by the parent company Google. And even if the content hits high metrics, I believe some of us are getting tired of being served branded content again and again. It’s not providing the human connection we crave and when it is, it’s fleeting and we learn that it’s often just the result of a carefully curated facade.

Ok I’m done being bitter. Moving forward what does that mean? For me it means I’m seeking spaces where I can find community and connection better than I can find on Instagram. And while I will still engage on Instagram, I have the skills to do it mindfully. I’m “social” media literate enough to know when I’m on there I’m engaging in a high powered marketing and advertising machine. So I’ll keep my skills sharp. I’m also replacing some of that time from Instagram in new places like Substack and in person meetups. If you got this far thanks for reading and feel free to argue my cynicism in the comments. I’d love to hear your hot takes. Also where are you spending your time on the internet these days? ✌