Make social media social again

Will friends outrank followers?

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Let’s dive into today’s topic:

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Make social media social again

Beyond the turning point for social media.

Why it matters

While we were collectively nostalgic for 2016 last month, the reality is that a decade ago, social media actually lived up to its name.

I’ve written about this before: Back then, we used social media to keep up with friends. Now, we use it as an addictive substitute for television, scrolling through short-form videos in isolation.

“We’re amusing ourselves to death”, as sociologist and media scholar Neil Postman would say.

Some even say that, in a few years, we look back on 2025 as the turning point for social media, when AI-generated slop content rapidly transformed to the backwaters of the internet.

However, things may take another turn. Social media platforms have also taken note of these expert statements and are beginning to take action.

Generated with Gemini 2.5 Flash.

How it works

I see several developments that suggest social media is becoming social again:

• Shares are now a primary indicator for algorithmic success. Platforms reward content that sparks private interactions.

• Instagram is testing replacing the followers count with a friends count. It specifically emphasises mutual relationships over platform status.

• Instagram added a dedicated Friends tab within the Reels section, showing Reels mutual followers have liked, reposted, or commented on.

• Spotify recently introduced in-app group chats for up to ten people, immediately facilitating social interactions within the app.

• TikTok introduced shared collections and feeds, allowing friends to consume content together rather than alone.

• Personally, I often overlook Snapchat, while it might be the most social of all social media platforms. As an indication of its popularity, observe at concerts how many mobile phones use a yellow shutter button to take photos.

Yes, but..

This isn’t thorough research, but monitoring trends begins with connecting the dots. It may offer a glimpse into how the “cosy web” of niche communities on Substack and Reddit is perceived on big tech campuses. I’m curious to see how this will develop over the coming months.

Take action now

If social media becomes more social, artists could explore strategies from broadcasting to belonging. For example, add your most engaged superfans to your close-friends list and treat close-friends stories as a private, high-value content channel.

Your thoughts

Further reading

• 7 Reasons to Think Social Media Has Peaked The platforms have serious problems (Intelligencer)

• Everything Is Television (Derek Thompson)

• The 26 Most Important Ideas For 2026 (Derek Thompson)

• Post-social media (Rachel Karten)

• Spotify’s new group chats share music with everyone in your circle (The Verge)

• The Extended Internet Universe (Venkatesh Rao)

• Instagram Tests Displaying ‘Friends’ Instead of ‘Following’ (Social Media Today)

• New Features to Help You Connect With Friends (Instagram)

• New ways for friends and families to discover, share, and connect on TikTok (TikTok Newsroom)

• Social media is a thing of the past (The Fanbase Builder)

• TikTok explores close-friends communities with new app Whee (The Fanbase Builder)

• Why video shares are crucial for creators on TikTok and Instagram (The Fanbase Builder)