Social Media Supernova

When a star explodes, it leaves behind a dazzling array of elements for future stars and planets to use. The same can be said for social media platforms. When one services ends or experiences fundamental changes, it essentially creates opportunity for new players to enter the social atmosphere.

Social media evolve whether we like it or not. Instagram recently ticked off many of its users by updating its iconic square grid into a portrait layout – a change that was purely cosmetic. But we live in a time where technology drives our society. Advancements in tech have facilitated deeper, more significant modifications to the media we interact with.

Two categories I think will continue to shake up the social media galaxy are:

• Regulations, data and privacy

• Artificial intelligence (A.I.), algorithms and content personalization

Governments are increasing protections on user data and online national security. Just last week, TikTok – the fourth most used social media platform in the United States in 2024 – ceased operations in the states, albeit temporarily. Why would a country want to shut down an app that is popular among many Americans and has a potential ad reach of 148 million people? Because owners of the platform could potentially weaponize user data, allegedly, which is enough cause for political leaders to raise a privacy concern and ultimately act on it. Apps, even ones with well-established user bases, will need to comply with new regulations if they want to maintain their star power.

Additionally, A.I. is leading the charge on how content is being created and disseminated. While A.I. generated content is having its moment, experts predict that users will want to embrace authentic and intentional storytelling in the near future. On the algorithmic side, A.I. could make or break a user’s desired feed. With so many media vying for our attention, accurate content personalization is an app’s dream to maintaining on-site screen time. If users are not happy with the direction of a platform’s content suggestions, they may jump ship to other media.

It takes time for new technologies and social media platforms to be adopted by the general population. While disruptions in the industry can cause new sites to emerge, familiarity and nostalgia could keep the current big names in orbit. And despite the A.I. forward direction content is headed towards, public sentiment points towards consumers wanting to be able to interact with real people online.

The current landscape works for many on the user side and those on the production end. However, change is inevitable. As always, mass communication professionals need to keep an eye on users’ attitudes towards media and how it is used in everyday functions because life moves fast and predictions do not always come true.