peak social

This was peak social media: 2019.

The World Record Egg had a single goal - to become the most-liked post on Instagram, effectively marking the moment social media jumped the shark.

At the same time, TikTok was on the rise, establishing itself as the dominant platform in both content style and format.

Just over a year later, in 2020, the COVID-19 pandemic plunged us into a global, digital accelerator. Everything changed. The world is fundamentally different now.

Since then, social media has been on a steady decline. The proliferation of fake news and foreign interference in democratic elections, the FTC's lawsuit against Facebook for monopolistic practices leading to its rebranding as Meta, Elon Musk's purchase, rebranding and repositioning of Twitter, and content moderation abandonment at Meta all mark a turbulent period. Add to this the looming possibility and ongoing delay and politicization of a TikTok ban in the USA.

As people, brands, marketers, creators and influencers rethink their relationship with social current social media platforms, the conversation has shifted. Where do we go next? Threads? BlueSky? But this isn’t about the next platform.

This is about the decline of Web2is is the transition to Web3.