Many people are falling out of love with the use of social media. It's becoming more common for people to start unfollowing friends and some companies are even putting their social media advertising spend on hold - either caused by an ethical misalignment or more recently public protests against platforms. Users are shifting the attention and use of these social media channels for other purposes other than connection.
The platforms that promised to connect us started to capitalise on our desire for connection, belonging and curiosity.
Algorithms started to control what we saw in our feeds, data was collected to improve advertising, and platforms were optimised to keep us attached to our screens.