By Rodney Mason,
Social media platforms once thrived on their ability to connect people, allow users to follow friends, family and creators, and nurture real-time conversations.
However, in recent years, the shift to algorithm-based feeds has drastically changed how users interact with content online. Platforms such as Instagram and TikTok now prioritize promoting popular or sponsored content over posts from the people users intentionally chose to follow, altering the “social” essence of these networks.
This strategic pivot, driven by the quest for engagement and advertising dollars, has started to backfire. With curated feeds limiting organic exposure and authentic interactions, users increasingly feel disconnected. Social Insider analysed 125 million social media posts from 2023 to 2024 to understand the future of social media and audience interactions, and found engagement rates by post were down YOY on TikTok from 2.65% to 2.5% and on Instagram from 0.70% to 0.50%.
A recent national consumer study conducted by our company, where we surveyed nearly 2,000 U.S. consumers, found that a significant 74% of adults believe social media is no longer “social.” Similarly, half of Gen Z and Millennials, two of the most active demographics on these platforms, are now turning to alternative online spaces to foster genuine connections.
Advertisers, once eager to tap into social media’s expansive reach, are also feeling the pinch. Returns on social ads have declined, partly due to algorithmic content posing challenges in directly targeting and engaging the right audiences. In February 2025, Admetrics reported that Meta properties had a 47.86% share of online ad spend, despite an increase of 3.38% in CPM and a decrease in conversion rates of 4.92%, indicating marketers were overly relying on the platform.
The overemphasis on short-form, trend-driven and sponsored posts has led to diminishing authenticity, which brands and users alike thrive on.
Amid this upheaval, platforms such as Discord, Quora, Reddit and others are carving out a unique position in the digital space. By eschewing traditional social media algorithms, these platforms emphasize niche communities, personalized content and creator-driven engagement. (Our own creator platform also falls into this bucket.)
Discord exemplifies this shift toward more intimate, community-driven digital interaction. In its early days, the platform gained popularity with gamers, but it has since evolved into a space for diverse interest groups, ranging from education and productivity to hobbies and fandoms. The platform prioritizes meaningful engagement among members of a shared interest in a movement toward more personal and organic digital interactions that encourage loyalty and deeper connections.
Quora addresses social community by fostering a platform dedicated to knowledge sharing, allowing users to ask questions and receive answers from experts, enthusiasts or individuals with first-hand experience on a wide variety of topics. This structure helps build a sense of community around shared interests and curiosity.
Reddit communities, known as subreddits, are dedicated to specific topics, hobbies or interests, enabling users to connect with like-minded individuals on an array of subjects. With an upvote and downvote system, Reddit prioritizes content deemed valuable or relevant by its community, fostering active participation and discussions.
Duolingo, a language learning platform that uses a gamified approach to help users learn and practice a language, offers a variety of courses and creates community by sharing progress and team challenges with people the users know.
Next-door connects over 200,000 neighborhoods, sharing local updates, buying and selling items, and finding services local to its weekly active users. The platform’s user base is comprised of a mix of age groups, and the app includes advertising and sponsorship opportunities, allowing advertisers to target down to specific communities.
Our app, LTK, is a creator-recommended community where consumers can follow and discover creators and friends near them and around the world, putting the users back in control of their feed.
The migration by consumers to more intentional, community-focused platforms signals a deeper shift in how users value their time online and their desire for platforms to prioritize authentic interactions over scrolling strangers.
Social media’s transformation may have distanced some of the largest social properties from their foundational promise, but emerging alternatives are reshaping the digital landscape, offering more meaningful online community experiences.
Marketers, like the consumers disillusioned with the diminishing social aspects of traditional social media, can connect with consumers in social communities like the ones mentioned in this article.
By supporting these communities, brands can not only increase awareness with coveted audiences but also support and build highly engaged communities during an important transformational moment for consumers. This should go a long way in building loyalty you won’t find in a typical social media paid sponsorship.
Feature Image Credit: getty
By Rodney Mason,
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Rodney Mason is Head of Marketing Brand Partnerships at LTK with extensive creator, marketing and research experience for leading brands. Read Rodney Mason’s full executive profile here.
