There was a time when opening Instagram meant to look out to the life of our friends. A smoking coffee under the Valencia filter, a badly framed selfie on the beach or the pet of a colleague yawning. It was an improvised, domestic showcase, a mural of shared banalities that, paradoxically, made us feel closer. As The New Yorker recalledthat “breakfast photo” represented the utopian dream of social networks: that millions of common people could publish fragments of their lives with minimal intervention, from the most trivial to the most intimate, and that that worldly record became something valuable, a “dynamic file of reality from the ground.”
More than a decade later, the landscape is another. Yes in 2018 The BBC calculated That about 40% of the world’s population used social networks, dedicating about two hours a day to share, today users are still connected, but less and less willing to show their lives.
From vacuum feed. The decrease in the public use of networks is already evident. According to a Morning Consult report28% of Americans publish less than a year ago, compared to 21% that does more. Among generation Z, just 18% admit to posting daily. In a recent article, the BBC has confirmed the trend: One third of users publishes less than before, with a descent specially pronounced among those under 30.
And the phenomenon is not limited to the United States. In Spain, Iab Spain has presented the 16th edition of the Social Network Study 2025in collaboration with praise, which confirms a similar wear: 33%of Internet users have abandoned a platform in the last year, especially X (28%) and Facebook (15%), but also Pinterest (15%) or LinkedIn (12%). The main reasons are the lack of use, loss of interest and boredom.
The hangover of publishing. This withdrawal has even its own name. National Public Radio (NPR) He has baptized it as Grid Zero, The Instagram phenomenon in which more and more young, especially from the Z gene, erase all their publications and leave their profiles as a “blank canvas.” Adam Mosseri, Chief of Instagram, acknowledges: “Adolescents spend more time in private messages than in stories, and more in stories than in feed.”
Instagram itself has detected that young people prefer ephemeral or private interactions. His cultural researcher Kim Garcia has summarized it as follows: “Gen Z has award to permanence and the fingerprint. They do not want their entire personal change process to be publicly exposed.” According to NPRhe Grid Zero It works as an immune system against digital addiction: hide the feed, take refuge in the intimacy of chats or private accounts is a way of protecting.
This modesty contrasts with the millennial era. For those who border medium age today, networks were the natural space of the exhibition. The hangover was predictable, as the writer Kyle Chayka has pointed out In an interview with the BBC: “We learned the disadvantages of sharing your life online during the 2010s.” Unless you want to be an influencer, it is no longer worth it: the disadvantages of publishing are too large and the advantages do not reach. ”
Privacy and fear of judgment. The FEED blackout responds to different variables, but the first is the need to take refuge in oneself. According to online psychologymany users choose not to publish to protect their privacy, take care of their mental health and avoid risks such as harassment or unnecessary exposure. However, in the case of gene z the phenomenon is more extreme. The nod mag He explained Digital hyperconcience: a simple “like” can be interpreted as a political or identity statement. The fear of cancellation leads many to interact as little as possible. The young Kanika Mehra (24) He has recognized it for The New Yorker: “We are all voyeurs now: we keep looking, but we no longer post, because publishing generates a ram of vulnerability.”
To this climate is added the sensation of inadequacy in the midst of global crises. A waitress in Washington has told The New Yorker that he erased some happy selfies because “with everything that happens in the world, I was ashamed to seem frivolous.”
From the social to consumption. Beyond personal motivations, there is an undeniable fact: almost everything we see today in networks is consumed. “The platforms have become less social; they look more like television, full of mercantilized content, lifestyle aspirations and advertising,” Chayka has summarized in the BBC. Besides, The New Yorker also coincides: The feeds are dominated by influencers, war headlines, political propaganda, videos generated by AI and “sponcon.” Amateurism, the initial engine of the networks, was replaced by careful production and light rings.
And the data are there to confirm it: Morning Consult He has found that more than half of adults (52%) perceive the content of networks as “repetitive and tired.” And the Wall Street Journal He has pointed out that users feel that “the community is no longer there”; Instead, there is an endless commercial showcase.
Although it is not an empty network. Silence in the feed does not mean abandonment of the platforms. On the contrary: we remain connected, but we move to more intimate spaces. Mosseri He has recognized it in an interview cited by WSJ: “All sharing between friends is going to direct messages. Today more photos and videos are sent by Stories, and more for stories than by the feed.”
The BBC Reaffirms the turn: Personal content “has been oriented towards individual messages and private groups.” In Spain, the IAB Spain study Confirm What WhatsApp is the most used network: 96% of Internet users use it daily. The social did not disappear: he simply hid.
Millennials, the new boomers? This hurts, but we enter generational. Millennials – among the ones I included – we grew up exhibiting our online life. Today we appear as the “digital boomers” in the eyes of the gen Z. from the new code They have explained it with irony: Millennial profiles seem outdated, full of poses, filters, long phrases in the description. On the other hand, the gene z opts for aesthetics Trash: Dump of eight badly made photos, empty profiles or minimalist walls. The “cool” is not to seem that you try too hard.
However, millennials are also deriving towards that preservation of the intimate, such as They have pointed out In The New Yorker. “Once you establish yourself as a couple or with children, there is less incentive to project your personality online,” said lawyer Emma Hulse, who passes thirty.
The forecasts. What awaits us after the “posting zero”? Kyle Chayka, author of FilterworldHe believes that social networks will end up seeming more and more to television: a mixture of Tiktok, YouTube and Netflix, dominated by professionalized content and infinite production – and cheap – of artificial intelligence. The social will be reduced to a secondary role, while users become passive spectators.
At the same time, the intimate gains ground. According to Adam Mosserimost of the exchange between friends already occurs in direct messages, and not in public feeds. The future of the social points to group chats and private environments, and even –As Chayka points out– It could cause a renewed desire for face -to -face interaction, outside the screens.
That withdrawal does not mean calm, but fragmentation. New applications such as Bereal, Bluesky or Discord appear and disappear in increasingly fast cycles, seeking to capture niches that long for more experimental or less commercialized experiences. But dispersion also feeds fatigue: Gartner estimates that in the next two years 50% of users will drastically reduce their networks in networks.
A broken contract. In the background, As The New Yorker has suggestedwhat changed is the social contract of the networks. Before, publishing meant access to a potentially massive audience. Today, unless you are influenced, the equation no longer compensates: too many risks, few rewards.
The writer Kyle Chayka summarizes it In the BBC: “Perhaps the social networks were, in a way, an aberration. This idea that every normal person had to share their life was wrong from the beginning. We are now awakening, seeing the damage that caused and changing our habits.”
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