It’s never been more exhausting to be online than in 2024. While it’s been clear for some time that monetization has shifted social media into a different beast, this year in particular felt like a tipping point. Faced with the endless streams of content that’s formulated to trap viewers’ gazes, shoppable ads at every turn, AI and the unrelenting opinions of strangers, it struck me recently that despite my habitual use of these apps, I’m not actually having fun on any of them anymore.
Take Instagram. I open the app and I’m greeted by an ad for bidets. I start scrolling. Between each of the first three posts at the
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