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These are the last days of social media as we know it," argues a humanities lecturer from University College Cork exploring where technology and culture intersect, warning they could become lingering derelicts "haunted by bots and the echo of once-human chatter..."
"Whatever remains of genuine, human content is increasingly sidelined by
algorithmic prioritization, receiving fewer interactions than the engineered content and AI slop optimized solely for clicks... "
In recent years, Facebook and other platforms that facilitate billions of daily interactions have slowly morphed into the internet's largest repositories of AI-generated spam. Research has found what users plainly see: tens of thousands of machine-written posts now flood public groups — pushing scams, chasing clicks — with clickbait headlines, half-coherent listicles and hazy lifestyle images stitched together in AI tools like Midjourney... While content proliferates, engagement is evaporating. Average interaction rates across major platforms are declining fast: Facebook and X posts now scrape an average 0.15% engagement, while Instagram has dropped 24% year-on-year. Even TikTok has begun to plateau. People aren't connecting or conversing on social media like they used to; they're just wading through slop, that is, low-effort, low-quality content produced at scale, often with AI, for engagement.
And much of it is slop: Less than half of American adults now rate the information they see on social media as "mostly reliable" — down from roughly two-thirds in the mid-2010s... Platforms have little incentive to stem the tide. Synthetic accounts are cheap, tireless and lucrative because they never demand wages or unionize. Systems designed to surface peer-to-peer engagement are now systematically filtering out such activity, because what counts as engagement has changed. Engagement is now about raw user attention — time spent, impressions, scroll velocity — and the net effect is an online world in which you are constantly being addressed but never truly spoken to.
"These are the last days of social media, not because we lack content," the article suggests, "but because the attention economy has neared its outer limit — we have exhausted the capacity to care..." Social media giants have stopped growing exponentially, while
a significant proportion of 18- to 34-year-olds even took deliberate mental health breaks from social media in 2024, according to an American Psychiatric Association poll.) And "
Some creators are quitting, too. Competing with synthetic performers who never sleep, they find the visibility race not merely tiring but absurd."
Yet his 5,000-word essay predicts social media's death rattle "will not be a bang but a shrug," since "the model is splintering, and users are drifting toward smaller, slower, more private spaces, like group chats, Discord servers and
federated microblogs — a billion little gardens."
Intentional, opt-in micro-communities are rising in their place — like Patreon collectives and Substack newsletters — where creators chase depth over scale, retention over virality. A writer with 10,000 devoted subscribers can potentially earn more and burn out less than one with a million passive followers on Instagram... Even the big platforms sense the turning tide. Instagram has begun emphasizing DMs, X is pushing subscriber-only circles and TikTok is experimenting with private communities. Behind these developments is an implicit acknowledgement that the infinite scroll, stuffed with bots and synthetic sludge, is approaching the limit of what humans will tolerate....
The most radical redesign of social media might be the most familiar: What if we treated these platforms as public utilities rather than private casinos...? Imagine social media platforms with transparent algorithms subject to public audit, user representation on governance boards, revenue models based on public funding or member dues rather than surveillance advertising, mandates to serve democratic discourse rather than maximize engagement, and regular impact assessments that measure not just usage but societal effects... This could take multiple forms, like municipal platforms for local civic engagement, professionally focused networks run by trade associations, and educational spaces managed by public library systems... We need to "rewild the internet," as Maria Farrell and Robin Berjon mentioned in a Noema essay.
We need governance scaffolding, shared institutions that make decentralization viable at scale... [R]eal change will come when platforms are rewarded for serving the public interest. This could mean tying tax breaks or public procurement eligibility to the implementation of transparent, user-controllable algorithms. It could mean funding research into alternative recommender systems and making those tools open-source and interoperable. Most radically, it could involve certifying platforms based on civic impact, rewarding those that prioritize user autonomy and trust over sheer engagement.
"Social media as we know it is dying, but we're not condemned to its ruins. We are capable of building better — smaller, slower, more intentional, more accountable — spaces for digital interaction, spaces..."
"The last days of social media might be the first days of something more human: a web that remembers why we came online in the first place — not to be harvested but to be heard, not to go viral but to find our people, not to scroll but to connect. We built these systems, and we can certainly build better ones."
