A reflection on the 2024 evolution of social media

Navigating the good and bad of the social media landscape

Right before New Year’s Eve, I found myself making a bingo card for 2025. In one of the squares, I wrote: “3-day social media cleanse.” While I cannot promise that I will be able to tick off that box in the future, my intention was to take a break from this addictive, and often negative space. As I reflect on how much social platforms such as TikTok, Instagram, and LinkedIn changed in 2024, I have concluded that the apps have evolved through AI, and therefore include new and unnecessary features. 

A particularly frustrating update was the addition of Meta AI to the search bar and Direct Messages (DM) on Instagram. I would try to answer a DM but then the AI bot would think I  was trying to message it, or I would attempt to use the search bar but then the AI would incorrectly autofill the rest of my prompt. I quickly turned off that feature because it just ended up being a nuisance. TikTok also has AI-powered algorithms and filters, but at least our search bar and DMs have been left alone. Snapchat also has a personal AI bot at the top of users’ conversations that is difficult to deactivate.  

Moreover, to keep up with the rising popularity of TikTok, LinkedIn also rolled out their short-video feature equivalent to TikTok videos, YouTube Shorts, or Instagram Reels.  This move raises the question of how professional development is being reshaped by trends traditionally associated with entertainment. LinkedIn, once primarily known for its resume-like profiles and networking tools, now hosts an entire page for people to post clips of their podcasts or personal branding videos. This shift highlights a broader blending of professional and casual content, but it also challenges the platform’s identity as a space for serious, career-focused engagement.

Social media in 2024 was also full of rage baiting, a manipulative strategy of building anger to boost user engagement and traffic on the platform. Topics such as the U.S.  presidential election, conflicts in the Middle East, and women’s rights tend to be targeted for such toxic activity, as they tap into emotional and polarising issues. Despite years of criticism, promises to address misinformation, and divisive content, social media platforms have failed to evolve, prevent rage bait, and protect the legitimacy of information. Algorithms prioritise engagement over accuracy or integrity, allowing rage bait to thrive unchecked. This not only corrodes the legitimacy of information but also fosters an environment of hostility and distrust, further dividing online communities. 

Nevertheless, social media’s development has had benefits as well. I can appreciate how small businesses are able to connect with the community, leveraging platforms to promote their products and services more effectively than ever before. Additionally, the vast amount of information available at our fingertips can be incredibly empowering when used wisely.  However, the key takeaway is to not just mindlessly consume content but to use those critical thinking skills our teachers drilled into our brains in high school. Being mindful of which social media platforms you use is helpful as well. For instance, X (formerly Twitter) being heavily influenced by Elon Musk raises concerns as he has used the platform to support Trump’s campaign during the 2024 election. Such misuse of this public platform illustrates how platform ownership can significantly shape user policies and moderation. X serves as a reminder that the priorities and motivations of platform leaders can directly impact the content we see. 

With all these new features meant to advance social media apps, ordinary users like you and I must work to identify reality from fabrications formed by AI and rage bait, and combat the purposely addictive nature of the internet. These platforms thrive on user engagement, often leveraging algorithms to amplify controversy, thereby making it even harder to break free from the cycle. It may not be realistic for me to completely give up social media this year, but I believe that being mindful of our content consumption during our daily scrolls should be ‘in’ for 2025. By setting boundaries, questioning the validity of what we see, and prioritising meaningful connections over mindless scrolling, we can reclaim control over how we engage with these platforms and ensure they enhance rather than harm our well-being.