In 2008, I joined Facebook like almost everyone else around me. It wasn’t a significant leap—everyone was signing up—but I was already familiar with the digital landscape, having been on MySpace before that. I’ve always been an early adopter of social media, eagerly exploring each new platform that came along, from Facebook to Instagram and beyond. But over time, my enthusiasm has given way to a more skeptical eye, particularly as I’ve witnessed how these platforms have begun to shape our behaviour and society over the past 14years.
The Golden Age: Facebook and the Rise of Authenticity
The years between 2009 and 2015 on Facebook felt like a golden age for social media. This was a time when your friends list was just that—friends. The posts were raw, unfiltered, and unapologetically honest. We shared everything, from our daily musings to our wildest nights out, with little regard for how it might be perceived by others. There was no algorithm dictating what you should see, no pressure to curate the perfect feed. It was just us, being ourselves, and connecting in a way that felt real and meaningful.
Instagram: A Photographer’s Dream Turned Commercial
As a photographer, Instagram was a revelation. Launched in 2010, it quickly became the go-to platform for visual storytellers like myself. The simple, photo-centric interface allowed photographers to showcase our work to friends and a global audience, connecting with fellow creatives and finding inspiration in the stunning images that filled our feeds. For a time, it felt like Instagram was a haven for artistic expression, a place where the quality of your content mattered more than the number of likes or followers.
But by 2017, things began to shift. The rise of the "influencer" culture brought with it a new kind of social media experience—one that was less about sharing your passions and more about building a brand. The platform became increasingly commercialised, with sponsored posts and curated feeds replacing the organic, unfiltered content that had once defined it. The pressure to post regularly, to stay relevant in the ever-changing algorithm, started to take its toll on me, and I'm sure many others. Social media, once a source of joy and connection, began to feel more like a chore.
My Decline Away From Posting: When Being Online Became an Obligation
By 2018, I found myself stepping back from social media. The constant need to be online, to post, to engage—it all started to feel overwhelming. I didn’t like how I was acting, constantly chasing the next post, the next like, here is what I'm eating today, look at where I am now, etc. So, I deleted my Instagram. I opened a new, private account, deliberately choosing to stray away from the chronic posting that had come to dominate my online presence. Yet, even today, as I work in social media and give photography workshops, people ask me, "What’s your Instagram?" It’s frustrating how this has become a defining question—as if your worth or identity is tied to your social media presence.
The Middle East: A Region in Love with Social Media
In the Middle East, the social media phenomenon is particularly pronounced. Platforms like Instagram, TikTok, and LinkedIn aren’t just popular; they’re ubiquitous. Whether in a café in Dubai or an office in Riyadh, you’ll find people more concerned with their LinkedIn profiles or Instagram feeds than their company’s website. Even CEOs, who once might have been focused solely on corporate strategy, now worry about their online personas. Social media has become a key part of personal branding in the region, driving everything from hiring decisions to business partnerships.
Case studies show that in countries like the UAE and Saudi Arabia, social media usage is among the highest in the world. A 2023 report by Global Media Insights highlights that the UAE has a social media penetration rate of over 99%, with users spending an average of three hours per day on social platforms. This is a region that loves social media, but it’s also a region where the line between personal and professional life is increasingly blurred by these platforms.
Gen Z and Gen Alpha’s Refreshing Perspective
In the midst of digital exhaustion from managing multiple platforms, a new generation is redefining how we engage with social media. Gen Z and Gen Alpha are navigating these platforms with a refreshing sense of purpose, marked by mindfulness and authenticity. Unlike us millennials, who were often preoccupied with meticulously crafting personal brands or curating the perfect feed, they prioritise genuine connections and self-expression.
This shift is not just about what is shared, but how and where it is shared. Adam Mosseri, the head of Instagram, has pointed out that more content is now being shared in direct messages than in Stories or the Feed on Instagram. This trend highlights a growing preference among younger users for private, intimate interactions over public broadcasting. In essence, the new generation is going private, valuing closeness and authenticity over the performative aspects that once defined social media engagement.
This shift is evident in the Middle East, particularly in Saudi Arabia, where social media usage is pervasive. Snapchat, for instance, has the highest penetration rate in the world, with over 79.4% of the population using the platform as of 2024. This isn’t just a statistic; it highlights a cultural shift where platforms like Snapchat are deeply embedded in the social fabric, especially among younger users. The app’s popularity in the Kingdom is a testament to how social media is evolving—becoming more about ephemeral, authentic moments rather than polished, permanent posts, unless you want to be an "influencer" which then it's a different story for you.
This new approach offers hope for the future of social media. As these younger generations continue to shape the digital landscape, perhaps we can all reclaim the authenticity that once defined social media. Maybe, just maybe, we can circle back and return to a time when being online was about truly connecting with others, not just creating content for the sake of it.
The Future of Social Media (?)
As someone who has been part of the social media world since its early days, I've witnessed its evolution from a simple tool for connecting with friends to a complex, often overwhelming digital ecosystem. While I’m grateful for the opportunities it has provided, I also recognise the need for balance. Social media can be a powerful tool for connection and creativity, but it can also be a source of stress and anxiety.
Looking forward, I can’t help but wonder: As millennials, we’ll likely be on these platforms for another five or so years, but what will the shift be for Gen Alpha? Will they continue the trend toward authenticity, or will social media take yet another turn? Only time will tell. But one thing is certain—social media, for better or worse, will continue to shape our lives in ways we can’t yet fully predict.
