[022] Monday Scroll starter PLUS: what happens when everyone's an influencer?
Zuckerberg said social media is dead
Happy Monday fellow Victims!
I’m thinking a lot about Meta admitting that “social media is dead” now (I’ve linked the article in my ‘news’ section, below).
I’m convinced that Social Media is essentially becoming TV, and this trend combined with the fact that every man and his dog considers themselves a content creator has me wondering:
Where will we go when everyone becomes an influencer?
In today’s newsletter:
Musings on the death of social/influencer saturation
Brand content that tickled me last week
Social media news (big drama on the SPF front!)
What I’ve been watching (and loving)
Let’s get into it.
When everyone’s an influencer, where will the normies go?
(I’m bringing back the long-ish form content…LMK what you think!)
Two things have been happening in parallel lately:
My feed feels like a conveyor belt of influencers teaching others how to become influencers exhibit A.
Mark Zuckerberg admitted that social media is “over” - people are no longer using social platforms for connection with friends and family, as originally intended
Two thirds of Gen Z now consider themselves to be content creators, according to a 2024 study conducted by YouTube. The appeal is obvious: a few thousand followers can unlock free products and brand deals, and for many, influencing can feel like an exit from the rate race that often feels like it has no reward.
But if everyone is an influencer, who’s left to be the audience?
Social media hasn’t been about friends and family for years (if anything, I’m actively avoiding people I know). Still, there was a time when platforms reflected “real life.” TikTok in 2020 was chaotic and unpolished (and that’s why we loved it).
Now, TikTok is starting to feel more like Instagram: a place where everything is a recommendation or product review, and every video is a curated highlight reel of a life most of us will never live.
If everyone is an influencer, the opportunity lies in building places where people can simply be people again.
Hyper-specific communities (on Substack, Discord, Reddit, or even a revived Tumblr) offer a smaller, less performative environment, and are driven by shared interests.
Unlike the pressure to craft a perfect persona, communities allow people to show up as they are, unless you’re psychotic like me and attempting to build a newsletter.
You can actively contribute without the pressure of “creating”, or quietly observe.
More communities = less slop
The other benefit of an online community like Substack or Discord is that, for now, you’re connecting with other human beings on topics you’ve selected, instead of being fed an endless stream of brain-rot served up for you by an algorithm.
Sure, we could theoretically all choose brain rot in Substack form, but mostly we’re engaging with content that piques our interests and passions - a sharp contrast from the videos you watch on TikTok that leave you thinking “what did I just spend the past hour of my life doing?”.
What will the current social channels become?
Essentially, are current social media channels are turning into a new form of TV - perfectly curated streams of content designed for our entertainment. In the same way you didn’t turn on your TV in the 00’s and expect to see “real” people (unless you were watching Big Brother), you won’t open up TikTok and expect to see normies.
I’d love to know whether you agree! Let me know in the comments on this post.
Introducing a new segment: content I found insane this week!
Maybe it’s just me, but 818 (Kendall Jenner’s Tequila brand) launching their mini bottle bag charm and proposing you pair it with your iced coffee or matcha felt…insane?
I’m not anti-alcohol by any means, but if a friend of mine started walking around with a tequila bag charm, I think I’d be concerned about their wellbeing.
However, I’m probably the only one - the Kendall stands are out in full force on the 818 posts and loving the product! Maybe I’m just old and lame now :’)
Now onto: the best brand content of the week!
Every week I feel that the list gets shorter. Honestly, I’m seeing more of the same lately - more brands hopping on the same old trends. The content that manages to make my list ticks the box of either being original OR a unique enough take on a trend that I consider myself interested.
WINNER OF THE WEEK: Dior launching their “Diorling” collection for kids by presenting kids as tiny adults, having the same morning crises as us big kids (overthinking the night before, snoozing the alarm, etc). Do I think Dior having a kids collection is crazy? Sure! But this isn’t about that. The content is original (a rarity these days) and speaks to the trend of luxury houses beginning to try and establish themselves as cool in the eyes of a new generation.
The best of the rest (including some from my Friday newsletter, ICYMI):
The Ordinary with their mini-mart pop up in Japan - yes, this is more of a social post covering an experiential campaign, BUT to be fair, I wouldn’t have known of the pop-up’s existence otherwise. Japan is having a *moment* (tourism is at record highs) and anyone who has been knows that the Konbini (convenience store) is where it’s at. TikTok is full of US creators ranking their favourite 7-eleven and Lawson treats, and I think this taps into a piece of culture that is well-loved.
Dieux with a clever content stitch speaking to a feeling we’ve all had: wanting to squeeze every last drop out of our beloved skincare.
Crown Affair with an on-brand educational piece instructing users on applying their hair product. A seemingly boring subject matter with a great execution. I dig it.
This meme compilation from Figma - “untitled” hit me hard :’)
Beis breaking down how they built a suitcase mascot costume. This was highly engaging to watch!
Pure nostalgia from Subway - I have no problem with the lean into nostalgia we’re seeing left, right and centre, but that’s probably because it’s a throwback to my glory days (note: there was no glory).
The best (unbranded) content I saw over the past week.
I wish I could “forget” I lived on a farm :( *cries in inner city*
This mother crashing out over her son’s frat house made me thankful she didn’t see my university dorm, which was condemned and scheduled for demolition approx. two years after I lived there.
I am deep in water lily weigh-off tok and I couldn’t be happier!
The social media (and adjacent) news you need to know this week.
Meta AI rules include permitting chatbots to have “sensual” chats with children
This is an incredible and extremely disturbing piece of reporting in Reuters, featuring a leaked internal policy doc that outlines Meta’s rules for AI chatbots. Highlights include Meta permitting chatbots to dispense “false medical information” and engage in racist discussions. Worth reading if you’re wondering how the prevalence of AI of on social media is panning out.
Instagram launches new feature allowing you to “connect” reels
This will allow creators to build their own series, connecting one real to another. I do wonder if this is necessary, but sure, why not.
TikTok is launching features for college students
I’m fascinated by this, as Gen Z is purportedly the “loneliest” generation, and social media is (as noted in my musings earlier in this newsletter) fairly unsocial these days. This takes me back to the early days of Facebook, which was originally developed as a social app for college students.
Meta admitted social media is dead
And I oop…in a highly self aware moment, Meta acknowledged that young people aren’t using social media to be, well, social anymore. This comes after their panicked attempt to lure Gen Z back to the app by rolling out new features like “Find Your Friends”.
New study suggests posting more often is the key to IG growth
This comes approximately one month after Sprout Social released a study showing that brands found posting more frequently didn’t lead to account growth. So what can we take away from this? Posting more may help your account gain traction in the early days, but at the end of the day, quality content is what will lead to growth.
Meta could release new smart glasses next month
I’ve attended a showcase of Meta’s yet to be released augmented reality wearables and I was extremely impressed (against my will, tbh).
The Tweens Down Under: Life Without Social Media in Australia
A great article from WIRED that explores what life could look like for under-16’s in Australia as of December 10. Recommended reading for those residing outside of Aus who are interested in how this could play out!