The age of being 'very online' is over. Here's why.
Izzy recently decided to stop using X and her decision was based on the app's algorithm: "It feels like the algorithm wants you to see stuff you don't like so that you engage with it and it also shows your stuff to people who won't like it," she says, explaining that this was making her experience of using social media almost entirely negative.
"The follower is no longer a peer, they’re the audience, while the creator is more similar to a conventional, mainstream media broadcaster than to an independent creator."
Izzy agrees that this has been one of the biggest changes in her experience of using social media during the past decade: "I do think brands and influencers dominate my social media a lot more - it's constantly ads on my feed. I choose to follow my friends and often I don't see their stuff," she says.
It reflects the lack of space for genuine interaction and meaningful communities online right now, something that was once considered to be one of the main plus sides of social media.
"There aren't really niche internet jokes anymore because you have trend forecasters and people whose jobs it is to hop on these trends and make it about a brand," Izzy says adding: "The memes aren't as funny when you know they're going to be co-opted."