Why Social Media Lost Its Spark in 2025

In 2025, a tech writer decided to reverse years of avoidance and rejoin major social media platforms. The attempt to reconnect was brief, as the writer found the user experience had fundamentally changed. Instead of genuine interaction, the feeds were filled with sponsored posts, influencer content, and algorithmic suggestions. The writer described a quick onset of boredom and a lack of the 'FOMO' that previously kept users engaged.

The analysis attributes this shift to the financial structures of major tech companies. Platforms like Instagram, TikTok, and YouTube are optimized for revenue, resulting in an overload of shoppable content and AI-generated videos. While these platforms report record user numbers, the writer found the connection to real people largely gone. The article highlights Reddit as a rare exception that still feels populated by actual humans, though its future monetization remains a concern. The writer ultimately decided that the major platforms no longer offer the compelling, creative connections they once did.

For a tech writer, being offline felt like being a marathon coach who does not run. In 2025, the writer attempted to reverse years of studied avoidance toward social media. The first time the writer left the platforms, it required disabling notifications, removing apps, and deleting accounts. This time, however, the phone was put down simply because the platforms had lost their luster.

The experience began on Instagram. The writer described a repetitive cycle of content:

• A rare post from a family member or real-life friend
• Sponsored posts and suggestions to follow strangers
• Influencer videos tailored to specific tastes
• More sponsored posts from brands looked up for work

Years prior, the platform provided a "jolt of quasi-social connection" featuring thoughts from ex-coworkers or vacation reels from roommates. In 2025, that content was a "bare sliver" shoehorned between towers of sponsored material. The writer concluded that the real people had left, the connection was gone, and the FOMO (fear of missing out) was no more.

The disappointment was consistent across other major platforms. Upon returning to TikTok, the writer described the environment as a "frenzied shopping mall" where videos are short and mostly promotional. YouTube Shorts was noted as drowning in AI-generated videos, such as fake footage of wild animals or simulated toddlers. The writer expressed a lack of interest in this type of synthetic content.

Previously, the writer would lose focus for hours on YouTube Shorts and Instagram. Now, a "bored ickiness" sets in after just a few minutes. The writer felt trapped in a "carnival of bots" hawking products. The cause of this change is identified as money. The companies are billion- and trillion-dollar entities with shareholders who prize year-over-year performance. Consequently, platforms are optimized for revenue rather than human connection:

• Instagram increases sponsored posts
• TikTok overloads with shoppable content
• YouTube rewards AI "slop" to boost engagement

These platforms are described as "thinly varnished ecommerce sites" rather than hubs for creativity.

Despite the negative experience on major platforms, the writer noted that usage continues to grow. Instagram reportedly reached 35 percent of the planet, and billions still use TikTok and YouTube. However, the writer sought alternatives and found some value in Bluesky. It reminded the writer of Twitter before X, offering a space to share dismay over government and economic systems. Still, the writer did not spend much time there, finding the stream of news headlines tiresome.

The "shining exception" to the writer's social media ennui is Reddit. The writer finds it filled with actual people and manageable ads. Contributors and moderators are described as "militantly vigilant" against AI content. The organizational structure allows for specific interests, such as happy cows or abandoned spaces, and local subreddits provide direct community connection. However, the writer noted that Reddit is an outlier. Since going public, it may follow a similar monetization push. Bluesky is also noted as tiny, new, and not yet profitable, leaving its future uncertain.

The writer laments the loss of connections that were once gleaned from these platforms. The core issue remains that public-facing companies prioritize profits over everything else, offering no incentive to look out for users. Therefore, the writer does not expect larger platforms to pull back on their monetization marches.

Ultimately, the writer has decided to remain comfortable with a narrow interaction with the social media world. As a Gen-Xer, an online-first relationship with the world was not the starting point. The writer remains confident that knowledge of technology is sufficient without a "black belt in social." The verdict is clear: the platforms have changed, and for this writer, the magic is gone.