In the early days of Facebook, Twitter, and Instagram, social media felt like a community. People connected with old friends, shared life updates, and exchanged ideas in real time. Fast forward to 2025, and many users are asking: Is social media still social, or has it simply become another media channel?
The truth is, social media today feels less like a digital town square and more like a content broadcasting platform — and the numbers tell the story.
From Community to Content Consumption
Once built on peer-to-peer connection, social media platforms are now driven by algorithms prioritizing engagement metrics over genuine interaction. Posts from friends are buried under reels, ads, and influencer promotions.
According to Data Reportal’s 2024 Global Digital Report:
- The average internet user now spends 2 hours and 23 minutes daily on social media.
- 54.9% of users say they use social media mainly to consume content (videos, articles, entertainment), not to interact or engage.
- Only 22.3% say they use social platforms to connect with friends or family.
This shift is even more pronounced among Gen Z and Millennials, who dominate platforms like TikTok and Instagram, where content creators drive trends, not personal connections.
The Rise of “Media Influencers” Over Friends
Take a scroll through your Instagram or TikTok feed. You’re more likely to see curated reels from influencers and sponsored posts than updates from people you actually know.
Platforms reward this behavior:
- On Instagram, reels get 22% more engagement than photo posts from regular users.
- TikTok’s algorithm is designed to prioritize trending videos — not people you follow.
- Facebook has even rebranded itself as a “discovery engine,” focusing on showing users viral content over friend posts.
These changes have transformed social media into a place where brands, influencers, and algorithms dominate the conversation.
Africa Is Feeling the Shift Too
In Africa, where internet penetration has surged (currently over 570 million internet users across the continent), social media remains a powerful tool. But its function is shifting here as well.
According to GeoPoll’s 2023 African Social Media Insights:
- Over 64% of African users go on social media for news and entertainment, not to interact.
- Kenya, Nigeria, and South Africa show a growing trend of users following celebrities and influencers over friends and family.
- Platforms like WhatsApp still maintain strong “social” functions — but even these are being commercialized with broadcast channels and business catalogs.
What Does This Mean for Women in Africa?
For women entrepreneurs and content creators in Africa, this shift offers both opportunities and challenges.
Opportunities:
- Easier brand exposure through reels, stories, and influencer marketing.
- Monetization of content is more accessible through platforms like YouTube Shorts, TikTok Creator Fund, and Instagram Subscriptions.
Challenges:
- Less space for authentic engagement and community-building.
- Rising pressure to constantly create “performative” content, even at the cost of mental health.
- Algorithms often favor sensational or trendy content, making it harder for small voices to be heard.
Is There a Way Back to Being Social?
Yes — but it will take intentional use. Some trends are emerging that show a hunger for real connection:
- Private communities (e.g. WhatsApp groups, Telegram channels, and subscription-only content) are becoming digital safe spaces.
- Platforms like Geneva or Discord are growing as alternatives for deeper community interaction.
- Some users are shifting to “slow social media”, where they follow fewer people and post less frequently but more meaningfully.
Final Thoughts
Social media may no longer be truly “social” in the traditional sense — but it’s still a powerful tool. As African women navigating a digital world, we must reclaim our voices, build intentional communities, and use these platforms on our own terms.
Whether you’re a businesswoman, content creator, or everyday user, remember: You are not just the audience. You’re part of the story. Make sure your voice is heard.
Written by Just4WomenAfrica.com
Amplifying African women’s stories in a digital age.
