The Rise and Fall of Social Media
The end of an era—and a vision for what’s next
Social Media is at the end of an era.
With TikTok facing potential bans in the United States, Instagram having an identity crisis, Facebook being outdated, LinkedIn being, well… LinkedIn, and Nextdoor descending into neighborhood yard sales and gossip, the once-mighty social media empire is crumbling before our eyes.
But it wasn’t always this way…
The Era of Social Networking (2004–2014)
I remember when Social Networking first hit the scene. Late nights were spent curating my MySpace Top 8, trying to avoid drama the next day at school—because, you know, that Top 8 mattered…
Then came Facebook.
These were exciting times. Platforms like MySpace and Facebook promised something revolutionary online: staying connected with friends, meeting people outside your immediate circle, and sharing life updates in a way that felt personal.
But as these platforms grew, their priorities shifted. Feeds filled with ads. Algorithms became manipulative, steering us away from genuine interactions and toward whatever would keep us scrolling.
What began as a tool for relationships transformed into a machine for growth and profit.
Years later, we started saying, “Facebook just isn’t what it used to be.”
The focus had shifted from connection to competition—how many friends you had, how many likes you got. It wasn’t about staying in touch anymore; it was about staying relevant.
If you’ve ever seen The Social Network, there’s a pivotal scene where Sean Parker, played by Justin Timberlake, tells Mark Zuckerberg:
“A million dollars isn’t cool. You know what’s cool? A billion dollars.”
That moment planted a seed—Facebook wasn’t just a platform anymore. It was a money machine.
By 2012, Facebook hit 1 billion people and made $5 billion in revenue, leading to one of the largest tech IPOs in history. Connection was no longer the goal.
Growth was.
The Era of Social Media (2014–2024)
Facebook’s relentless pursuit of growth marked the shift from Social Networking to Social Media—a new paradigm where connection took a backseat to consumption.
Acquiring Instagram for $1 billion in 2012 was a master strategic move in this transition.
I remember my first Instagram post: a sunset in Southern California, palm trees silhouetted against pink sky. No caption, a vintage filter. Instagram felt like magic back then—a place to simply share photos—moments.
Photographers, artists, entrepreneurs and creatives found a home on Instagram. There were even “InstaMeets” where people gathered in real life to take photos and connect.
When I launched my first business, Sackcloth & Ashes, Instagram played a pivotal role in its success. Just months in, Instagram featured my brand story on their account, the largest on the platform at the time. Overnight, orders poured in from around the world.
But by 2017, Instagram’s magic began to fade. Algorithm changes, an influx of ads, and the rise of “influencers” marked the beginning of its evolution into yet another media machine.
By 2018, the Social Media era was in full effect. TikTok, Snapchat, and YouTube fiercely competed for our attention, while Facebook and Instagram fought to maintain dominance—creating IG Stories to combat Snap—and Reels to compete with TikTok. The mindset across all platforms was clear: growth at all costs.
The cost, however, was our mental health, the authenticity of online spaces, and the communities these platforms once proudly promoted.
What started as a tool for connection had become a platform of addiction and distraction.
Now, cracks are forming in the Social Media empire. They represent more than declining trust—they signify a shift in what people want.
A Vision for the Future (2025–2034)
We’re living in one of the most pivotal moments in history: a battle for the future of human connection and community.
Social Media, once a tool for bringing people together, has become a source of disconnection. If you’re not creating content, you’re just a spectator. The platforms are now entertainment at best and soul-sucking, mindless consumption at worst.
Meanwhile, the tech elite—Mark Zuckerberg among them—are pushing us toward virtual reality with the promise of “connection” in the Metaverse. But fewer people are buying into this narrative.
The future will no longer be dictated by Silicon Valley. It will be shaped by people who prioritize community over consumption.
At the heart of this future lies something timeless: real human connection. Not because it’s trendy, but because it’s essential.
Only 200 years ago, life revolved around local communities. People rarely traveled or communicated beyond 20 miles from home. Community was the thread of the human experience. It’s woven in our DNA.
We weren’t made to exchange virtual high-fives in the Metaverse. We were made to hold hands in hard times, laugh together until our stomachs hurt, break bread, and gather around fires to tell stories.
This is the kind of connection we need to reclaim.
The influencers of the next decade won’t be going viral for dances or creating drama—they’ll be the community builders. They’ll create spaces where people come together, both online and in real life.
The next generation of platforms will:
Connect people locally
Unite them around shared interests
Streamline communication for groups
Avoid biased algorithms
Be free from corporate ads
Technology shouldn’t distract us from life—it should enhance it.
What Will We Create Together?
As the social media empire crumbles, the question isn’t just what comes next? It’s what will we create together?
The future belongs to those who prioritize connection, build communities, and understand that we’re not here for the machine—we’re here for each other.
The end of social media isn’t the end of connection—it’s an invitation to redefine it. It’s a chance to reclaim what was lost and build something better: a world where technology serves humanity, where communities thrive, and where relationships are a way of life.
The future isn’t something we inherit.
It’s something we build. Together.
About the painting in the banner:
This dramatic scene was painted by Peter Paul Rubens, one of the most celebrated artists of the 1600s. It shows a powerful moment from Greek mythology, retold in Ovid’s Metamorphoses. In the story, Phaeton—son of the Sun god Apollo—begs his father to let him drive the Chariot of the Sun across the sky. Despite Apollo’s warnings, he finally gives in. But Phaeton can’t handle the power. He quickly loses control, sending the world into chaos.
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I absolutely want to share this with everyone I know. It’s so on point and I couldn’t agree more.
Well said Bob!!