Creators who Gained Popularity During the Pandemic are Leaving Social Media Apps: Here’s Why
I was one of those people who joined TikTok when the COVID-19 lockdowns took place. This wasn’t my first go-round with social media; I had been using Facebook, Instagram, and YouTube for years to promote my business. But TikTok was different. It was the first social media platform I used exclusively for self-expression and creativity. For the first time ever, I wasn’t trying to attract potential customers or get more eyes on my business. I just wanted to share my thoughts and build community with like-minded people.
To my surprise, my account took off pretty quickly. I found that many of the new friends I had made on the app experienced the same thing. Suddenly, we all had hundreds of thousands of followers. With that came a lot of excitement, opportunities, and new connections. But, there also came a lot of pressure.
There was the need to be responsible with our platforms—making sure we set a positive example for our audiences. There was also the ever-growing pressure to (1) be outspoken about important issues that we had knowledge or expertise about, (2) stay silent about important issues that were out of our lane, and (3) know the difference between the two. Then came the performance metrics. What was our engagement ratio? Were our accounts steadily growing? Were we following the right people? Not following the wrong people? Were we amplifying the right voices and not amplifying the wrong ones? Had we accounted for every possible nuance in our posts?
Over time, the freshness and excitement of the platform began to wear off. And now, all these years later, many of us who gained large followings during the pandemic are finding ourselves burnt out from all social media. We’re just over it, and for many reasons. Here are some of the most common ones:
1. Mental Health Concerns
Many of us have begun to realize that social media and the constant scrutiny that comes with it has taken a significant toll on our mental health. Between the constant pressure to be perfect, the endless notifications, the expectation to be engaged with our followers, and the never-ending cyber-bullying from trolls and fans alike, many of us have silently observed the erosion of our mental well-being.
2. Time Consumption
A friend of mine said yesterday of her time on social media, “I am not making enough money for this to be a full-time job, so I guess that makes it a hobby. If this is a hobby, I am spending way too much time on it.” Many content creators, myself included, are beginning to realize that the only way to make a decent income on social media is to quit your job and do content creation full time. Although that is a great path for some, it isn’t ideal for all. Those of us who use social media primarily to gain exposure for our business, our books, our art, or other creations are beginning to realize that social media doesn’t have the return on investment that we hoped it would. We are now left wondering if there are better, more fulfilling, and more productive ways to spend our time promoting such things.
3. Lack of Authenticity
What drew many of us to TikTok during the pandemic was how real it felt. Instagram had become a place of curated feeds that portrayed a lifestyle that felt unrelatable and out of touch. We loved having a place to gather where we could be messy, chaotic, honest, and authentic. It was a wonderful time! However, with the years have come the pressure to be perfect instead of real. People don’t want authenticity anymore—they want to hold people to an impossible ideal. Social media, it seems, has become in some ways like a high-control cult (an observation that the friend I mentioned above made to me). Believe how we believe, tell us what we want to hear. Don’t step out of line or there will be consequences. So, individuality and authenticity have taken a back seat to placating and edifying the masses.
4. Echo Chambers and Polarization
No one likes talking about this, me most of all. But at this point, I think there is little choice. The algorithms that we so adored when we first learned of them have become a thorn in the side. As much as we loved our perfectly tailored feeds in the beginning, we are starting to realize that algorithmic biases force us into echo chambers where we only see things that reinforce our existing beliefs. This leads to less diverse perspectives and, if we’re being honest with ourselves, further entrenchment into our little camps. It doesn’t help that social media often amplifies divisive and extreme viewpoints that further our relational tension and conflict. The reason why the expression go outside and touch grass has become so popular in recent months is that people are beginning to recognize that the polarizing points of view that get a lot of attention on social media aren’t typical in the real world. For those of us who are seeking sincere connection with others, this has become a major turn off.
5. Commercialization
Social media platforms are increasingly feeling like marketplaces rather than social spaces. Although things like the TikTok Shop have been a lucrative source of revenue for many creators (myself included), many of us—both creators and viewers alike—are fed up with the consumeristic culture they have created.
6. Fatigue from Trends
Many of today’s most popular social media platforms have algorithms that prioritize trends, memes, or viral challenges (when they’re not busy prioritizing drama and controversy). Since creators have realized that the only way to get eyes on their content is to play to the algorithm, social media has become saturated with repetitive content that has no depth.
7. Desire for Simplicity and Real-Life Connection
Creators are beginning to understand that social media isn’t the place to build community and genuine connections that we thought it was. We’re realizing the vapid and constantly changing nature of connections on social media and are tired of chasing approval from strangers on the internet. Many creators are craving the depth of connection that can only be found in offline spaces and, to that end, are disconnecting from social media to prioritize their time in real-life.
Despite all these frustrations, social media will probably remain a fixture in most of our lives—at least for the foreseeable future. We would miss the genuine connections we’ve made with our audiences, the opportunity to share our inner worlds, and the joy of learning from one another. Many of us remain tethered to social media because it is the primary source of marketing or promotion for our businesses, books, artwork, and more. So, I doubt we’ll be seeing our favorite creators gone for good. I do think, though, that we will see more creators taking breaks from social media, creating less content, or deactivating altogether.
Amber Wardell is a doctor of psychology and author who speaks on women’s issues related to marriage, motherhood, and mental health. Subscribe to the free newsletter to get exclusive content delivered to your inbox and to never miss an upload.
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