Shifts in U.S. Social Media Use, 2020–2024: Decline, Fragmentation, and Enduring Polarization

The social media ecosystem appears to be in flux. Twitter’s rebranding to X has come to symbolize a broader reorganization of online publics – political reshuffling, user attrition, and uncertainty over the role of legacy platforms. Simultaneously, the shift from text-based, networked feeds toward algorithmically curated, short-form video has accelerated, with TikTok setting the pace for the wider ecosystem [18, 14, 16]. At the same time, everyday communication increasingly migrates from large, open networks to semi-private spaces such as group chats and messaging apps. Commentators describe a digital public sphere in transition: smaller, more fragmented, less dominated by traditional social networking sites, and rise of more broadcast-oriented forms of media – with some even suggesting that we are seeing the beginning of the end of the social media era.

Social Media Is Now Parasocial Media

When practitioners used the term “social media” to describe the internet tools that emerged in the mid-aughts, they were giving a name to the kinds of platforms and protocols that allowed people to socialize with friends and communities of interest by using digital technologies. Twenty years later, users of social media are far more likely to scroll than post – and the content that they consume is often strategically produced and algorithmically curated. In this essay, I argue that the very essence of social media has changed. To more effectively interrogate what we are witnessing, we need to stop presuming that these tools are “social media” and begin recognizing that they are now “parasocial media.” Doing so raises new questions about digitally mediated sociality, not to mention the politics and governance of these platforms.

RIP social media. What comes next is messy.

As social media splinters, how can we keep the new online spaces from devolving into toxic pits of despair?

Germ Syllabus

Technology Podcast · The founders of Germ Network, Tessa Brown and Brett Duboff, talk to guests and community members about the ethics, technologies, and communities that make social media—for better and worse.

My 2024 thoughts on the state of social media

I see a continued fragmentation of social media as people leave X(Twitter).

The Weird, Fragmented World of Social Media After Twitter

The common forum that Elon Musk destroyed will never be replaced—and that’s okay.

KFF Tracking Poll on Health Information and Trust: Use of Social Media and AI For Health Information and Advice | KFF

This poll finds that about 3 in 10 adults turn to social media for health information and advice at least monthly. Community connection and the need for immediate answers are the top reasons why people are turning to these tools. Slim majorities of those who use social media for health are confident they can tell what is true, and relatively few take steps to check the information they receive.

FediForum | Growing the Open Social Web:<br>An Online Un-Workshop

Since the Twitter takeover by Elon Musk over three years ago, the Open Social Web has been adopted by an enthusiastic community. People world-wide are building and using open social platforms and open social protocols to better interact with others online.

People, Not Posts - Real Housewives of San Francisco

Why do we still call it "social media"?

People, Not Posts - Real Housewives of San Francisco

Why do we still call it "social media"?

W Social Isn't New. It Isn't Truly European. It Isn't Even Theirs. - Ewan’s Blog

Another rant on this “European” alternative

W Social: Hello World!

Hello World! 🙂 This category is for discussing W Social, a new member on the AT-protocol federation. Launched in conjunction with the World Economic Forum in Davos on January 19, 2026, the project has sparked a lot of praise, interest, rumors and slander. In fact, our social media monitoring console registered 1 billion post views (across all the main social media) for posts mentioning #wsocial within the first week. As I write this, W Social is not yet open for business. There i...