Initially, Facebook, and any other social media platform for that matter, was created with the core purpose of socially connecting people – from locating family members to sharing photos, videos, messages, and updates with friends. For example, world-leading search engine, Google’s primary purpose is to organise the world’s information and make it universally accessible and useful.
The Social Dilemma
The 2020 docudrama film, The Social Dilemma, shone a spotlight on the darker side of social networking. Former employees and executives from tech giants revealed unsettling truths about the impact of social media on society. Fast forward to 2025, and the concerns raised in the film have not only persisted but evolved with the rapid pace of technological advancement.
Social media platforms, once heralded as tools for connection, have become arenas for algorithm-driven content that often amplifies division, mental health struggles, and misinformation. While awareness about these issues has grown, the dilemma remains: Are we more in control, or are we further entrenched?
The New Social Landscape
The social media landscape has transformed dramatically since 2020, evolving from simple connection platforms to complex ecosystems that shape our daily lives and society. As of October 2024, there are 5.22 billion social media users worldwide, representing 63.8% of the global population. This explosive growth has redefined how we communicate, consume content, and interact with brands.
Platform Evolution
TikTok is experiencing the fastest growth among major platforms, predicted to grow by 9.3% between 2023-2024 and 7% between 2024-2025, while Facebook’s growth has slowed to less than 1%. This shift reflects changing user preferences and a move toward more dynamic, video-based content.
Key Trends Shaping Social Media
Content Transformation
Short-form video has become the dominant medium, with platforms like TikTok, Instagram Reels, and YouTube Shorts leading the charge. The popularity of vertical video format has increased, with 83% of video consumption occurring in portrait mode. Users are drawn to engaging, bite-sized content that caters to their fast-paced lifestyles.
Authenticity Movement
Users are increasingly demanding genuine, unfiltered content over polished, promotional material. This shift has led to:
- The rise of behind-the-scenes content
- Greater emphasis on transparency
- Growth of micro-influencer marketing
Technology Integration
Artificial intelligence and augmented reality are revolutionizing social platforms:
- AR experiences enhancing user engagement
- AI-powered content recommendations
- Advanced data analytics for personalized experiences
Factors Influencing Change
User Behaviour
Social media fatigue has emerged as a significant factor, with users becoming more selective about their engagement. This has led to:
- Reduced time spent on traditional platforms
- Increased focus on quality over quantity
- Migration to niche communities
Privacy Concerns
Users are increasingly concerned about data security and privacy, leading platforms to implement stronger protection measures. This has resulted in:
- Enhanced privacy features
- More transparent data policies
- Growth of private and semi-private networks
The Impact of Social Media on Business
Social Commerce
The integration of shopping features has transformed social platforms into marketplace hubs. Businesses are adapting by:
- Implementing direct purchase options
- Creating shoppable content
- Leveraging influencer partnerships
Customer Service Evolution
Social media has become a primary customer service channel, with brands focusing on:
- Real-time response capabilities
- Community management
- Personalized customer interactions
Looking Forward
The future of social media will likely be characterized by:
- Increased platform fragmentation
- Greater emphasis on authentic, value-driven content
- Advanced integration of AR/VR technologies
- Stronger focus on privacy and data protection
- Enhanced personalization through AI
The ultimate question posed by The Social Dilemma remains relevant: Are you in, or out? In 2025, the choice is more nuanced than ever. Social media is not inherently good or bad—it is a tool. How we choose to use it determines its impact on our lives, businesses, and societies.
Whether you embrace social media for its opportunities or distance yourself from its pitfalls, staying informed and intentional about your digital habits is key. The social landscape will continue to evolve, but the power to shape its role in your life is firmly in your hands.